Multichannel Communication to Donors/Prospects is Still Key

I saw a fascinating statistic as a part of a recent study about multi-channel messaging. A Dallas-based business intelligence firm, Data Axle, found out that 29 percent of those who make a donation via a website actually do so after another communication coming from a different “channel.“  That could mean they received an annual fund appeal in the mail, received a phone call, or had some other mode of contact.

The conclusion of the study was that donors will choose how they give, and relying on one form of communication or making assumptions as to how a non-profit’s constituents receive communication is very dangerous. And since there are so many modes of communication (direct mail, social media, instant messaging, text messaging, phone call, etc.), non-profits take great risk if they are NOT creating messaging in a multi-channel fashion.

We hear so much about digital marketing and digital outreach. And while I am a little bit of a digital “dinosaur,“ the study reaffirms it is critically important non-profits realize that social stigmas may not be true. Think about this. The same study found that younger donors are unbelievably open to setting up legacy contributions in their wills. But, the assumption is this type of gift is only the old. Our assumptions, as non-profit leaders, can be a hurdle for donors who want to help us.

The bottom line - the tried and true is always the best answer. Think about communicating widely, telling a great story, and giving people a chance to support your non-profit.  If you do so correctly, donors will find their way to you.