Integrating old and new media for results

Posted by Michael Johnston on June 29th, 2005 at 12:01am

Oxfam Canada has shown that mixing old and new media can generate breakthrough results. Recently, Oxfam Canada was smart enough to test the effectiveness of a monthly, committed ask to single gift tsunami donors. They tested using the phone to call web donors; they tested the phone to call phone donors, etc. The best group to convert to monthly committed gifts were web donors were were subsequently called. They converted at a 10% rate — or so, with an average donation of $11. The results are still being finalized, but they are important. We can all learn from this. You may find that donors will come onto your database through one medium but be better engaged thereafter with other mediums. Testing, testing, testing is the order of the day.

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