Donors don’t behave in silos.  They consume media via e-mail, print, TV, radio, mobile, social media and face-to-face.  And recent studies suggest that in many cases, they consume multiple media at once.

Direct mail, because it still captures the majority of responses, should be central to your efforts.  But leveraging an integrated multi-channel strategy will help you reach more donors in more relevant ways, leading to increased revenue and long-term donor values.