Political fundraisers need to pursue multichannel fundraising, learning digital now but retaining a commitment to excellent direct mail practices
Digital media—display, video, mobile, social—are having a significant impact on marketing budgets, and the technology to enable digital fundraising is improving at a brisk pace. Political fundraisers need to embrace these changes, test, and learn the digital world.
But at the same time they must retain a strong commitment to direct mail, measuring each channel accurately to determine its effectiveness. Direct mail incurs a higher cost per thousand people contacted but still produces far higher response rates than digital advertising. Both have their place. We believe digital media is a partner to direct mail, not a replacement. Best fundraising practices today for political groups involve a coordinated mix of old and new media, paper and electronic.
Wiland believes digital media should be part of the modern fundraising arsenal, but that digital is not a complete replacement for direct mail. Do you agree? How is your organization mixing online and direct mail to produce better results? Please write an article concerning whether political fundraisers need to pursue multichannel fundraising, learning digital now but retaining commitment to excellent direct mail practices.