The 7 Steps to Multichannel Success

No. 2: Respect each channel

Direct mail may be king in terms of small-donor fundraising power — and probably will be for a while — but that doesn't mean it can't benefit from the influence of other channels (and doesn't mean it can't influence those other channels, too). Several studies have proven a telemarketing contact lifts direct-mail performance for the six months following the contact, and other studies demonstrate a well-timed text message can lift e-mail performance. Facebook is unlikely to be a major fundraising channel in 2012, but it might play an important role in cultivating donors and prospects, and keeping the charity top of mind after an e-mail or mail piece has gone out.