Published by Brady Josephson on NextAfter
The oldest experiment in our library, from 2006, showed that sending emails to direct mail recipients — instead of only direct mail or only email — led to 60.5% more donations than direct mail alone (and 1607% more than email alone). Nat Ward wrote about this strategy, multichannel marketing, in Is Your Email Fundraising Cannibalizing Your Direct Mail Fundraising? Probably Not.
And while multichannel marketing — using one or more of your fundraising channels with the same focus or campaign — has become a generally held ‘best practice’, many organizations are just now starting to think about it. This post will give some reasons why you need to be doing multichannel marketing, what it is today, what are some new, proven, and tested ideas, and some key concepts behind them.