Weave Your Web Wisely

Tip: Tickle Them
Like a spider’s highly structured web, campaigns are strongest when they integrate all of the resources at your organization’s disposal. Many organizations call it “channel integration” when print, Web and spoken communications support each other. For instance, e-mail is a great “tickler.” Before a campaign’s official kick-off, an e-mail from your executive director or a board member that is concise, articulate and on-message can be a great way to create campaign momentum and steer people to your Web site or get them to take a second look at your direct-mail appeal.