Multi-channel! Multi-channel! Multi-channel! It’s all the rage but do you know where how close your organization is to achieving it? We’ve taken a look at what that journey looks like for an organization and have broken it down into 4 major stages: early, traditional, coordinated and optimized – I know, we deserve bonus points for our naming creativity but hopefully they are at least clear!
Early Stage: Integration may be a goal but identifying how to get there can be a challenge.
- Minimal online marketing
- Calendar-based campaigning
- Not financially committed to a second channel
Traditional: You’ve moved some efforts online but they may not be coordinated with larger fundraising and communication strategies.
- Separate team and metrics for online marketing
- No calendar and/or campaign coordination
- Second channel constitutes 5-20% direct response revenue
- Separate databases for online/offline
Coordinated: You’ve conquered the structural challenges and are seeing results but can’t track cause and effect as well as you need to.
- Thematically integrated, some consolidation of data across channels
- Shared metrics
- Limited sensitivity to solicitation frequency
- Decisioning beyond RFM modeling
Optimized: You’re pushing the envelope but are always looking for ways to increase engagement with your supporters.
- Unified strategy and real-time data integration
- Measure success across channels, not by channel
- Donors’ behaviors and interests drives communication stream
- Shared budget and resources
And just remember, small changes can equal BIG IMPACT!
Take the multi-channel quiz here!
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