Are You Maximizing Multi-Channel Marketing?

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When your organization reaches out and engages with donors through multiple channels you naturally, and cost-effectively, increase your brand awareness with them.

Today it is essential to reach your donor base through as many outlets as possible – mail, email, social media, television and radio.

Seventy-two percent of consumers say they prefer to connect with brands and organizations through multiple channels before engaging in a transaction. So, what are the benefits?

Increased awareness. When your organization reaches out and engages with donors through multiple channels you naturally, and cost-effectively, increase your brand awareness with them. This can give you a considerable advantage over other organizations vying for those donor dollars.

Meet donors in their preferred channels. Today’s donors are no longer attached to one single channel. They are active across all sorts of social media platforms, devices and applications. A 2017 Pew Research Center study found that 77% of U.S. adults have a smartphone, up from 35% in 2011, and tablet computer ownership has edged up to 45% among adults. From 2013 to 2016, the share of adults 65 and older who report owning a smartphone has risen 24 percentage points (from 18% to 42%).

Significant Increase in ROI. On average, multi-channel marketing campaigns see an increase of 24% on their ROI. The Non-Profit Times recently highlighted a test study which showed that simply sending a pre-campaign email advising donors to be on the lookout for an important mailing lifted the response rate by 29%.

Use your data to better understand your donors. Over time, you’ll be able to identify which donors in your donor base are engaging with your organization via various channels. These data point will help you to further fine tune your multi-channel strategy to be even more cost-effective and more impactful. But remember that there is a synergy to multi-channel marketing. Because donors are active in multiple channels, the messages and impressions in various channels support one another. Thus it is increasingly important to track and report results in the aggregate.

If you’re ready to take the next steps in increasing your multi-channel presence, please contact Meyer Partners at info@meyerpartners.com. Our team is ready to help.

John Payne