The 7 Steps to Multichannel Success
It’s time for us to pull our heads out of the proverbial single-channel sand.
No. 6: Measure results
This goes hand in glove with testing — but don't just measure the results of your tests. Measure your donor value across channels. Create "control" or "business as usual" groups to measure the impact of multichannel efforts on the test vs. the control. Ensure you have statistically significant results (we like the rule of 300 — the statistics measure that dictates statistical validity when you have at least 300 responses — but multi- variate testing can help with smaller test panels and audience sizes). Look beyond pure campaign-level results. Are you upgrading more donors? Converting more to monthly donors? Renewing donors earlier?
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