Using a cross media approach to a nonprofit fundraising appeal campaign is an excellent way to improve response rates. In the past, typical campaigns consisted of #10 letter packages with a variety of messaging depending on the record profile. This is still a great way of reaching your audience but considering the different channels your donors are available on, wouldn’t it be nice to find them using the medium they prefer?
You may be saying “We already reach out to our audience using multiple channels like social media, direct mail, email, mobile campaigns and special events.” This is a good thing but is each one of these efforts tied together into one cohesive campaign or are they being run as individual, silo campaigns?
If it’s the latter and you’re looking for a way to track and measure each aspect of a fully integrated campaign, you’ve come to the right place. Some common methods of ‘touching’ your audience include:
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Direct Mail
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Email
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Social Media Postings
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Special Event Materials
We can take each of these components and track which one is performing the best. Perhaps the 25-35 demographic prefers to engage with their mobile device. But could it be that the 55-65 audience also prefers this method? The only way to find out is to track, measure, modify and repeat. The same goes for all the other channels.
You likely spend good money on your fundraising appeal. Isn’t it important that you’re spending it in all the right places? The button below is for a case study about how we helped a local Habitat for Humanity chapter implement a cross media approach to their annual appeal. Check it out and let us know what you think.
