Practical Examples of Cross-Channel Success
Tuesday, December 8th, 2009As a regular user of the New York Public Library, I’ve usually had to time my visits to when the branches are open. In the past, there have been at least one day weekly when the library was completely closed (in addition to Sunday), and ‘late’ hours would only be provided one or two days / week. Recently at the Mid Manhattan Library, I was amazed to learn that this location was now open extended hours, not only daily but with hours to 11 PM several days / week. How was the library able to do this, especially in these times of recession?
Over the years I’ve developed relationships with many consultants / vendors who serve nonprofits, only some which I’ve worked with directly. In preparation for our regular update call, I listened to a presentation that Michael Johnston of HJC New Media which is available for listening from his web site. During an hour of many examples of how he’s implemented cross-channel strategies at many nonprofit clients, he mentioned his work at the New York Public Library. In addition to raising funds which allowed the library to avoid further cutbacks in hours, Michael’s work succeeded also in breaking down silos between departments, a problem which I’ve seen at many organizations when developing and implementing online strategies.
Other interesting takeaways included:
- when combining direct mail and email, it’s usually better to send the direct mail first, then follow up with a corresponding email appeal.
- since many recipients of direct mail will visit the nonprofit’s web page before donating, integrate the home page with the latest direct mail content / graphics
- send direct mail to supporters who are already raising money online; ask that they encourage others to do the same
- to stimulate monthly giving, follow up with web donors with a phone call, thanking them for their support and asking that they deepen their commitment
- put videos online, immediately followed by an ask – an effective alternative to always providing a static donation form
- if using a radio campaign, direct listeners to visit a microsite / unique URL where they can show their support
- if using social media, make sure you can track donations coming from this source; make sure your social media pages include a call to action (not necessarily to donate)
Using a multichannel approach not only can result in higher donations, but can help your organization to work more effectively and provide a consistent message to constituents, no matter how they hear about you. Which of the above techniques can you implement today?
