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.
“So what they were seeing if they were at a bus stop or in their TV Guide sitting there on the coffee table was the same message they were receiving when they received our direct-mail piece,” Grindle says.
The 2004 campaign was so successful it was repeated in 2005 when, due in part to the increased attention The Salvation Army had received that year in response to Hurricane Katrina, the campaign was even more successful — pulling a 12 percent increase in direct-mail income, a 55 percent increase in income from inbound mail and inbound phone, and an 18 percent increase in holiday net income from the 2004 campaign. And it acquired more than 21,000 new donors. The non-mailed elements of the campaign also netted more than 1,450 new donors.
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