Americans are more connected than ever before. Between television, smartphone use and ownership, and other mobile devices, we’re always linked and consuming information. 212 million Americans consider themselves active online, making us a nation of multi-channel consumers. From a marketing perspective, anyone with something to sell should be using multi-channel marketing. For some this concept seems relatively new, but companies have been using this technique for decades; using varying media like TV, radio, and print to advertise products or raise brand awareness. So if this is “nothing new,” why are so many people talking about multi-channel marketing? It’s all about data and integration. But how can non-profits get their voices above the noise in order to acquire and retain donors, boost revenues through fundraising, and raise organizational awareness?
This paper will present and discuss:
- Understanding integrated multi-channel marketing
- Explanation of different channels
- Making the case for cross-channel communication
- Tactics and strategies for success
- Case studies and examples
The proliferation of digital media and platforms (e-mail, social, mobile communication) makes it possible to capture data and leverage it to create a synergy between different channels. Non-profits know more than most about the importance of data, whether it’s to gauge the success of a project or how to use what they know about their donors to raise more dollars. With so many people paying attention in different ways and on different platforms, it’s increasingly more important for these organizations to familiarize themselves with how to build a cohesive marketing plan and disperse unified messaging across all the channels their constituents live on. If you’re interested in learning more, download this whitepaper.