At our disposal are a multitude of vehicles in which to deliver our marketing and fundraising messages. The combined power of mail and digital marketing to formulate a holistic “surround sound” can deliver formidable marketing messaging and create synergy between all available and appropriate channels.
Jeanne’s six tips:
- Understand the “end goal” you are looking to accomplish and the metrics for measuring success.
- Engage all key stakeholders — the offline team and digital teams — in regular status meetings.
- Identify the key constituent audiences relevant to a successful outcome and the channels they are most active in.
- Pillar direct mail appeals are the best starting place for integration efforts in the mail and on the digital front.
- There are a number of products and suppliers that can help facilitate a digital ad campaign to support an offline appeal.
- If you conduct surveys offline and/or online — use the tallied responses to report back to your constituents.