5 Steps To Multi-channel Integration

Nonprofit organizations seeking meaningful, sustained growth in donors and revenue, are moving from a campaign-centric to a donor-centric approach, starting with an effective multi-channel integration plan.

According to Vinay Bhagat, founder and chief strategy officer of Convio, Inc., organizations should consider these five steps in implementing a successful multi-channel integration plan:

1. Routinely aggregate data from disparate databases. Aggregating data into a single view enables complete visibility of ROI metrics, interests, and channel preferences for each donor, which can be leveraged for communication strategies. 

2. Test the giving behavior of donors based on method of solicitation. Understanding a donor’s channel behavior is critical. Telephone and online channels can capture data on preferences, attitudes and a donor’s preferred channel, which can help determine thematic, channel and program preferences and predict responsiveness to specific campaigns and anticipated revenue.

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3. Provide consistent messaging across all channels. To prevent a donor from receiving multiple touches within a short period of time, which can lead to donor fatigue, provide a focal point for all communication strategies by organizing the management of each channel under the leadership and direction of the marketing or fundraising department.

4. Cross-promote one channel to another. Use toll-free numbers and microsite URLs on direct mail pieces as alternative ways for donors to give in different channels. Lead a direct mail campaign with an email teaser or follow-up a direct mail campaign with a recorded phone message reminding the recipient of the significance of the campaign.

5. Use Campaign Management Tools for Customization. Dynamic, customized messages can lead to increased giving and donor longevity. Real-time integration of data intelligence allows organizations to automatically score and segment donors based upon their behavior and preferences, assigning them to the appropriate channel with relevant thematic content.