Special Report: Multi-channel Fundraising

The broader, the better
Deciding whether to integrate multiple channels or employ just one for a fundraising campaign often depends on the target audience and the campaign’s focus. A campaign targeting a niche interest such as an appeal for a specific program area is not a broad enough message to justify employing several channels and going to a wide audience, according to Richard McPherson, president and creative director at McPherson Associates Inc. A too-narrow focus for such a sweeping strategy would result in what McPherson calls “wasted exposures.”