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.
St. Francis House recently began integrating e-mail into its direct-mail appeals. It sends a direct-mail appeal and later an e-mail with the same creative look and messaging set to arrive at roughly the same time as the direct-mail piece. A week after the first e-mail is sent, the organization re-sends the e-mail to recipients who didn’t open it the first time. After another week, it follows up to its entire list with another e-mail urging people to give or give again.
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