How to...Build
Multi-Channel Campaigns

The charity marketplace may be more complex, but direct marketing methodology is as effective as it has always been. Charities need to manage the cost-of-living crisis whilst trying to understand which prospects to go after, and where to focus effort in terms of who has more disposable income.  At the same time, the complexity of data, supporters, media channels and fundraising opportunities requires specialist know-how and capabilities in order to successfully optimise a marketing campaign.

When we look at those groups affected by the cost-of-living crisis, there is a definite impact on consumer spending and intentions across a range of sectors. However, we also see that some groups are better protected than others. In general, these are older, wealthier groups, and older families in particular. That’s good news for charities as these are core customer groups. That may protect charity income in some ways, but it doesn’t pay to be overconfident.

Finding good donors is key but what makes that any different from what's been happening for years? Trusted channels and marketing campaigns with impact working together, supplemented by data is what will create new opportunities. In the now digital world, Charities have endless amounts of data at their fingertips that can be utilised to acquire the right supporters. Its not revolution, its evolution - of campaigns becoming multi-channel and therefore more diverse in their audience reach. For warm campaigns, the best place to start is with email but then to expand quickly into social and digital. Multi-channel isn't just an option, its a necessity.

When done correctly, multi-channel campaigns are the most cost-effective way for a charity to reach their audience. The good news is that it isn’t that different from what we are doing now.