In our previous Channel Surfing post, we made the case for the importance of cross-channel integration as a key to successful fundraising. Here are the five best practices we discussed for a successful integrated cross-channel fundraising campaign:

  1. Match up timing, offer, content and imagery
  2. Retain the best practices of each channel
  3. Get the data right
  4. Be creative
  5. Recognize that not everything should be integrated

We know that when donors engage with your organization across multiple channels, they are more likely to stay on your file, give more frequently, and subsequently have a higher lifetime value. Sounds great, right? But if your program isn’t currently coordinated across channels, you may be asking yourself “How do I get started?”

Step 1: Identify the Point Person for Each of Your Channels

Which channels does your organization currently use for fundraising? Are there additional channels (social media, for instance) that are currently used for marketing but not fundraising? Who is the point of contact for each channel internally?

Here are some of the most popular direct response channels to get you started:

  • Website
  • Email
  • Facebook – organic posts, promoted posts, ads
  • Search marketing – Google Grant, paid ads
  • Direct mail
  • Telemarketing
  • Traditional advertising – print, radio, etc.
  • Events
  • In-person/ street canvassing

Step 2: Gather Your Teams and Set Expectations

Once you have buy-in from the broader department areas, it’s time to bring your contacts from each channel together. Once your team is gathered, you’ll want to establish expectations based on:

  • Cross-channel goals (# of new donors, # of monthly donors, etc.) based on historical data
  • An integrated fundraising program budget with ALL channels included

Step 3: Implement Communication, Scheduling and Reporting Systems

Since you’ll likely be working across multiple departments with their own workflows, it’s important to establish shared systems for communication, scheduling and reporting at the onset.

Communication & scheduling tools: 

  • Project management software
  • Instant messaging services
  • Email distribution groups
  • Weekly meetings
  • Shared calendars

Once you’ve chosen the right tools for your team, make sure to agree on a reporting format, assign ownership to a team member and agree on a regular interval for delivery and review.

Step 4: Create a Cross-Channel Campaign Strategy

Now that you’ve established clear expectations and lines of communication with your cross-channel team, it’s time to create a strategy document for your first campaign. This will be your living, breathing blueprint of the tactics, creative and schedule. When changes are made, make them to a shared version of the document. You’ll likely be referencing this document multiple times throughout the life cycle of your campaign (and next year when you no longer remember the details), so it’s imperative to keep it up-to-date and accurate.

These are the key components of a strategy document:

  • Campaign objective(s): What do you want to accomplish?
    • Quantifiable goals: Are you looking to raise a certain amount of revenue? Recruit a certain number of new prospects?
  • Messaging: What are you trying to convey to your audience, and what are the appropriate channels?
  • Assets: What resources and visual assets are available to each channel that will convey your message?
    • Stories, stats, photos, infographics, videos, etc.
  • Segmentation/ Data: Will you include all of your audiences, or only certain ones? What is the best way to communicate the messaging to segment of the audience? What are the data needs for the campaign?
  • Budget: How much money is allocated to this campaign from the fiscal year budget?
  • Metrics: What historical data do you have for reoccurring or similar campaigns?
  • Calendar: What are the milestones to ensure that all channels are launching and shifting messaging consistently?
    • Assignments: Who is responsible for each milestone?
  • Testing: Which elements will be tested to optimize performance for this campaign? Creative, messaging, formatting, etc.

Once the initial strategy is set, the next step is to calendar the different stages of deliverables and deadlines, with each milestone assigned to a specific person. It’s time to catch your first wave and launch a successful cross-channel campaign!

Nick Garcia is a Senior Account Executive at Mal Warwick Donordigital, based in Berkeley, CA. He has worked in nonprofit fundraising for over nine years, with a focus on direct response, event planning and data management. He has led several successful fundraising campaigns for Be The Match, KQED and many more MWD clients.