So, Uh, Are We Doing This Right?
Testing and results measurement were much easier in the pre-multichannel days of fundraising. It’s tougher now, but equally as important — if not more so.
Conclusions
Multichannel fundraising is more effective than single-channel fundraising because:
- It broadens the demographic reach of your message: Mail reaches an older audience; Internet reaches a younger audience and broadens the age range; telephone reaches a middle-aged to older audience; DRTV reaches a younger audience than mail or phone.
- It creates multiple touchpoints with the prospective donor, reinforcing the message.
- It allows the donor to choose the channel through which to respond.
It’s difficult to attribute the general growth in visibility of the organization’s brand as a cumulative result of multichannel marketing, yet there is little doubt that increased visibility results in greater numbers of donations. If you have established a baseline of giving via each channel and overall, you can measure those trends in general.
- Companies:
- CDR Fundraising Group
Related Content
Comments
