Getting Your Wires Crossed

The organization continues to find success with this multi-channel approach, having mailed 12,000 acquisition pieces to online non-donors in March 2005, resulting in a 1.07 percent response rate, a $23.40 average gift and a net per acquired of -$12.13.

Mary Ester, director of development for the Brady Campaign, says the organization is well aware that the e-constituents contacted via direct mail might still end up making most of their donations online. But that doesn’t mean the campaign is a loss, says Gaffny, who adds that whether donors end up giving through other channels or not, reaching them through multiple channels enhances the relationship and can result in increased giving down the road.