The Multichannel Renewal Campaign
If you don't have a renewal plan in place, you're missing the boat big time.
- The best or most responsive/loyal donors are likely to respond early in the cycle, so use telemarketing early on to both upgrade gifts and response rates at this stage.
- Save the less expensive (frequent e-mail, inexpensive postal mail and lower-asking amounts) for later in the renewal series.
Now draw up a master communications or renewal calendar with each action/date for each channel indicated.
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