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.
“What we don’t want to do is get a falsely deflated count of people that when given a choice between a telephone number or a URL, pick the URL,” he adds. “We don’t want to by mistake look at that station and go ‘Oh, it’s less efficient than it used to be.’ At the end of the day we’re all accountable to our donors that entrust this money to us, so we have to be super, super precise in our measurements.”
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