The Multichannel Renewal Campaign

The near-universal use of the Internet for communications, sales and fundraising has brought the issue of multichannel marketing front and center. In the past, direct mail, TV and the telephone were combined to improve fundraising results. Even before the Internet, there was irrefutable evidence that the use of the telephone — the most active channel because of the power of the human voice — was an effective way to renew and upgrade donors who were floating in the more passive channel of direct mail.