Looking ahead to fall and holiday fundraising, many nonprofits are trying to decide how much focus to give to print, online, telephone, and other fundraising platforms.
But success is most likely when appeals are conducted through multiple channels as part of a strategy carefully designed to make sure all the formats reinforce the same message.
Read the transcript below about integrating campaigns to reach your supporters with a coherent message, regardless of the medium you use.
Geoff Livingston is a marketing strategist and co-author with Gini Dietrich of "Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era."
Brooke McMillan is the online community manager for the Lance Armstrong Foundation, also known as Livestrong. She manages the foundation’s blog, Facebook page, Twitter account, YouTube channel, and more.