Special Report: Multi-channel Fundraising

Such campaigns do better if they’re exclusively online, through direct- mail or via telephone, McPherson says, adding, “Basically the lesson is that the broader the appeal, the more effective [multi-channel] integration [can be].”

Christian Children’s Fund, an organization devoted to alleviating the plight of children living in poverty by providing practical assistance to impoverished communities, recently began testing the use of dedicated URLs in DRTV ads. It experienced the “wasted exposures” problem first-hand when it added online co-registration to a campaign it was running on television.