March 15, 2017

Integrate Traditional and Digital Fundraising Channels to Boost Performance

You have to do both traditional and digital fundraising, because your donors want both. That’s good. Multichannel donors give more.

Here’s how to blend traditional and digital fundraising strategy for maximum results.

Share themes, images, and offers in mail and email.
What works for you in direct mail will probably work in email, too. Keeping everything consistent between channels will create continuity for donors. One channel will reinforce the other, especially when mail and email arrive in-home around the same time.
Keep your website dynamic.
Make your homepage complement the appeal you have in the mail or in email. When mail donors go to your website, their impulse to give will be reinforced. The same goes for email donors when they click to your site.
Send traditional donors online.
There are a number of ways to do this. For example, mail appeals or newsletters can refer readers to your website for expanded content — maybe a video relating to something described in print. A “donate” button will be featured prominently, of course.
Offer a digital option for mail donors.
Studies show that mail donors often go online to give. Make sure the URL for your website donation page is highlighted in your letter and response device.
Ask for email addresses.
Ask every mail donor for an email address, but be sure to give a reason for the request. For example, explain that you’d like to send an e-newsletter or provide some other worthwhile information. Donors are increasingly hesitant to give email addresses simply because they’re asked.
Maintain a centralized donor database.
Use a single, comprehensive database to capture donor interactions from all channels. This will allow you to have more personalized communication and get a more complete understanding of donor behavior.
Use personalized donor journeys.
Even when you are using different channels, it is important to use personalized donor journeys by segmenting your audience based on factors such as donation history, preferred communication channels, and engagement level.