Special Report: Multi-channel Fundraising
Seamless Integration: Multi-channel is the sexy buzzword in development these days, but you’ll ruin the allure if your strategies don’t work together to preset consistent, single-minded messaging.
For one of its campaigns, the ASPCA sends an e-mail in advance of the direct-mail package’s arrival that gives recipients the option to renew online.
Steve Froehlich, director of analytics for the ASPCA, says recipients of the e-mail are more likely to respond through the mail or by telephone than those who don’t — even if they just read the e-mail and don’t respond online.
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