It used to be that what you did in direct mail stayed in direct mail. It was nice, neat, and easy to measure. But these days, donors cross channel boundaries all the time. You can't fight it or change their behavior -- you have to work with it.
Here's a post from Stelter Insights -- The truth about direct mail and digital marketing -- that can help you navigate this difficult reality:
- Be one voice and visual across all channels. Silos that cause your online and offline voice to be unlike each can kill your fundraising by confusing donors.
- Use one channel to drive action to the other. We know it's ever more common for people who get direct mail to respond online. People cross channels for all kinds of reasons. Make it easy for them!
- Tell them what you want them to do. Sometimes online gurus are so into "engagement" that they neglect direct calls to action. Make sure you always tell people exactly what you'd like them to do.
- Reach out regularly. You are much more likely under-communicating than over-communicating. Don't let fear drive your schedules!
- Test, so you know what's working, when and with whom. And if your quantities are too small to test, it's better to follow the herd than make up stuff on your own!
from Future Fundraising Now http://bit.ly/2Xlj41j
0 comments:
Post a Comment