The 7 Steps to Multichannel Success

It's time for us to pull our heads out of the proverbial single-channel sand and overcome the obstacles to integration. Organizations that do are more likely to survive economic hard times with better retention, higher revenue per donor, higher levels of engagement, etc.

The data is irrefutable. A donor name with an e-mail address attached is worth 25 percent more than one without even if he never makes a donation online. This is old news to the telemarketing crowd, who figured out that a donor name with a phone number was worth 20 percent to 40 percent more than one without back in the olden days of the 20th century. (We assume that a donor name with a mobile number is worth more than that!)