Multichannel Fundraising Campaigns

A multichannel approach can provide significant opportunity for an organization to grow its overall member base, increase the value of each member, expand its sustainer file, and improve retention. The result: Long-term stability and growth in an organization’s revenue base.

Why? Multichannel donors are gold. Annual gross revenue from multichannel donors is almost four times that of offline-only donors and two-and-a-half times that of online-only donors! Retention rates also increase dramatically for multichannel donors.

M+R has helped Human Right Campaign (HRC), Wildlife Conservation Society, Plan USA, Oxfam America, and other clients run multichannel campaigns. For example, in our work with HRC, we designed a multi-week online membership drive, coordinated the theme, graphics, and timing with offline appeals, and boosted online revenue to four times the previous year’s receipts. For Oxfam America, we helped design a multichannel matching gift campaign with a shared goal and deadline.

Our multichannel fundraising campaign services include:

• Designing and executing multichannel campaigns to convert new online prospects and new offline donors to sustainers and/or multichannel donors;
• Building mid-level giving and sustainer programs;
• Managing integrated online/telemarketing campaigns;
• Creating and managing multichannel campaigns across online, mail, telemarketing, mobile and other channels to engage and upgrade donors and other supporters; and
• Evaluating recruitment, sustainer conversion and other strategies in order to maximize returns on investments.

M+R’s process uses an in-depth process including stakeholder interviews, data analysis, and a comprehensive review of clients’ existing programs to generate a 360-degree picture of your existing fundraising program. With that picture in place, we work with clients to develop a data-driven strategy to get the most value out of a multichannel plan by developing staffing and resource maps, addressing any obstacles to pursuing the multichannel opportunity, and more.

For more information about M+R’s multichannel services, please contact Jeff Regen at jregen@mrss.com or (202) 478-6140.