The Multichannel Renewal Campaign
If you don't have a renewal plan in place, you're missing the boat big time.
Thus, marrying a direct-mail renewal notice with a telephone call reinforcing that notice and the importance of the donor continuing his/her annual support is the best and most classic multichannel example.
Why is the telephone such an important and powerful channel?
As Canadian fundraiser David Love notes, "No one has ever made wet dash out of the bathtub to open a letter, but they have to answer a ringing telephone." Thus the difference between an active and passive channel.
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