The Multichannel Renewal Campaign

Now, when you add e-mail, video, conference calls, photo albums, slide shows and a host of other techniques easily and inexpensively available, you quickly see why today's wired world creates amazing opportunities for renewing support.

But what about the old rule that donors who come in via one channel should be renewed through that channel? This belief has been reinforced by the unfortunate existence of powerful direct-mail and Web silos in most organizations where never the twain meet.