How nonprofits can employ multichannel marketing

With the increase in digital promotions and online advocacy efforts, nonprofits are quickly venturing to the Internet to spread cause awareness. There are a lot of opportunities for charity organizations to employ donor outreach on the Web and many succeed at garnering new supporters on the Internet every day. Taking advantage of this to raise money for charity is a smart move, but it's also important not to forget about direct promotional strategies that came before the Internet. The best way to engage a full audience and reach out to donors of all demographics is to combine direct mail, social media, email and any other type of marketing strategy to form a cohesive and united multichannel advocacy program.

Common multichannel practices
Nonprofits are already using a multitude of marketing channels and are turning to direct mail, the Internet, phone calls and face-to-face fundraising, according to IMP Advancement fundraising solutions company. Sending donors or prospective supporters fundraising letters that communicate the mission of the cause and ask for funds has a very personal and meaningful effect on many people. Tangible mail will always be a very important mode of communication between a nonprofit and its community of supporters. Combining this with in-person fundraising efforts and Internet strategies, nonprofits will find success. While it is not always easy to manage a multichannel campaign, it will increase the amount of people who fill out donation forms, if done correctly. 

How to start
Beth Kanter, a nonprofit fundraising expert, offered some advice on how to start and progress a strong multichannel marketing campaign for charity organizations. Changing up fundraising efforts has to start with a cultural adjustment within the nonprofit. Everyone has to be onboard and willing to do what it takes to make the campaign succeed. Kanter suggested having regular meetings to brainstorm new ideas, discuss options and progress and assign employees or volunteers to certain roles. Having the entire organization take part in the new fundraising strategies will help when it comes time to carry them through and engage new donors. 

But every organization is different and will need to come up with its own tactics and learn from mistakes. Starting a new marketing initiative does not always ensure success and leaders and employees need to work hard to carry it through. Not every nonprofit will succeed at first, but if they keep trying, they will find that their online donations will increase and people will become more invested in what the organization is working toward.

Back to News