Displaying Posts by Author: Mark Grayer
Political campaigns and nonprofit organizations have increasingly embraced the power and potential of multi-channel direct marketing fundraising. Much resulting discussion has been devoted to leveraging the unique strengths of various media, ensuring consistent messaging across online and offline channels, and empowering donors to participate and contribute on their own terms.
Less discussed, however, is how organizations financially account for the complexities of multi-channel dynamics—and, specifically, the importance of “matching back” online revenues to direct mail sources in order to ensure marketing ROI is accounted for properly.