To the Point: The Great Debate: Which Channel Is Best?

Now, we can talk channels. For example, if you find that your major donors are increasingly moving online, your best bet is to get your online program in shape. On the other hand, it would be foolish to abandon your direct-mail efforts if the majority of your donors are still offline.

Asking the right questions is really important to building a sound marketing, fundraising or communications plan. Unfortunately, the question, “Which marketing channel is best?” is not the only question you have to ask. It’s not even the first. Better questions include, “Who are we as an organization?” “Who are our constituents?” And “How can we connect with the people we cherish and meet them on common ground?” FS