Fundraising's New Synergy

Channel integration
The Brady Campaign decided to test other channels to drive incremental conversion of these online-sourced constituents to donors. Having
collected postal mailing addresses for about 23 percent of its e-mail list, the Brady Campaign sent a direct-mail solicitation to online non-donors asking them to join. The result was a 1.26 percent response rate. This response rate was 11 percent higher than the overall mailing response rate of 1.11 percent to the group’s standard direct-mail rental lists. The average gift from e-mail constituents in response to the direct-mail appeal was $24.22 — 19 percent higher than the overall mailing average gift of $20.52. The key acquisition metric, the net cost per acquired donor for the e-mail list, was $6.22, compared with $15.71 for the overall mailing.