Washington Nonprofit Conference Roundup: Capitalize on Your Low-hanging Fruit

In order to improve direct-marketing efficiency, you’re doing all you can to trim production costs, improve list-buying efficiencies and pull back on testing. But there are some other opportunities to consider:

• Support your direct-mail programs with e-mail — test your way in to the best-performing segments.
• Leverage your social networks for awareness and outreach. This can lift other online and offline efforts.
• Test the cadence of touchpoints: Are there cheaper touchpoints to try first in a campaign?
• Remember that in multichannel marketing, one plus one often equals three. Keep all channels working together, but look at the collective result across all channels.