Studies show that one of the top five reasons why a donor gave an online gift was because they were prompted by a direct mail appeal. More and more we are seeing donors react to a direct mail appeal by giving online. We’re also seeing a trend of donors who are targeted through multiple messages and channels opt into giving more gifts.
To align mail, online, and social media messaging, we recommend updating these channels based on program themes and stories featured in the direct mail. When a direct mail piece is sent – it is necessary to ensure that all other communications are consistent with the message in the mail. During periods where there are no mail campaigns, we help our clients develop a theme for each month and email, website, and social media channels are updated based on that specific theme.