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.
However, more and more organizations have managed to create single, shared databases that capture information concerning all solicitations and all donor transactions in one location. These solutions are mostly offered by independent direct-mail database service bureaus that have expanded beyond direct mail and linked to vendors working in other channels. Online vendors and those that track direct-response television (DRTV) generally don’t have the capabilities to manage direct-mail programs.
- Companies:
- CDR Fundraising Group
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