Driving fundraising impact with persuasive omnichannel appeals

Achieving fundraising success means finding the right balance between the familiarity of traditional methods and the energy of digital strategies. While direct mail resonates with many donors, especially older generations, digital platforms offer invaluable opportunities to connect with a broader, more diverse audience.

So, what’s the secret sauce? An omnichannel appeal strategy that seamlessly integrates both worlds to your advantage

Quick pause to define omnichannel versus multichannel. Salesforce has a helpful article in its Learning Center that explains omnichannel strategies in depth. It begins by saying, “Both approaches involve selling [for our purposes, replace selling with whatever business case best fits your organization] across a range of physical and virtual channels. The key difference lies in the degree of integration.

• In multichannel communications, the channels function as stand-alone.
• In an omnichannel approach, the touchpoints are linked so that the recipient perceives the brand as a seamless unit, regardless of their chosen route.”

Let’s explore how you can elevate your nonprofit’s fundraising efforts by leveraging multichannel appeals inspired by the journey of Good Shepherd Food Bank. Their story is a testament to how blending the reliability of direct mail with the innovative reach of digital tools can create a powerful and well-rounded fundraising strategy.

The magic behind omnichannel appeals

Think of multichannel appeals as speaking different languages, each perfectly understood by the listener. This approach isn’t just about reaching donors—it’s about connecting with them meaningfully across multiple platforms, from direct mail and email to social media and even text messaging. Here’s what this strategy allows you to do:

• connect with donors in ways they truly appreciate
• reinforce your message by echoing it across their favorite platforms
• enhance visibility and engagement across the board
• offer a variety of giving options to suit each supporter

I recently caught up with our client, Good Shepherd Food Bank. They shared how integrating direct mail with targeted email campaigns boosted their donations and strengthened relationships with their long-time supporters. They experienced firsthand the power of combining traditional and digital strategies, adapting their approach to meet their donors where they are.

Understanding your donor base

The cornerstone of any impactful multichannel strategy lies in truly understanding your donors, which is where a powerful CRM system like Salesforce becomes invaluable. It acts as your digital compass, guiding you to:

• segment your donors by demographics, giving history, and preferences
• identify which channels resonate best with different groups
• monitor donation trends and capacities
• tailor communication strategies for specific segments

For Good Shepherd Food Bank, balancing a donor base that gives loyally year after year through direct mail with a new generation of online donors was crucial. Critically, online and dual-channel donors have tripled in recent years, meaning more donors give online than ever before, but 56 percent of annual revenue is still achieved through the mail. Centralizing its donor data in Salesforce streamlined its strategies and empowered it to personalize outreach efforts more effectively.

Using  Salesforce for donor management enables Good Shepherd Food Bank to create email suppression lists for donors who have already contributed to a campaign. This approach is critical to avoiding donor fatigue and ensuring that each message is fresh and relevant.

Crafting your strategy

Creating an impactful multichannel strategy isn’t about tossing ideas around haphazardly. It’s about carefully selecting the right mix of platforms and techniques tailored to your nonprofit and its supporters. Here are some essential elements to consider:

1. Consistent messaging: Your core message should be uniform across all channels but adapted to fit each platform’s unique style.
2. Timing and coordination: Strategically plan the deployment of your appeals across different mediums. For instance, Good Shepherd Food Bank reinforces its direct mail campaigns with emails.
3. Channel-specific adaptations: Maintain message consistency but tweak your content to suit each channel. To leave a lasting impression, incorporate interactive elements in emails or tangible elements in direct mail pieces.
4. Integrated storytelling: Use different channels to share various facets of your story. Quick updates work well on social media, while direct mail or email is better suited for more detailed narratives on your impact.

Embracing technology

A CRM system like Salesforce is central to omnichannel fundraising campaigns as it is the organizational hub for donor information. Salesforce equips nonprofits with the capability to:

1. centralize and track donor interactions across all channels
2. segment donors for targeted communication
3. personalize outreach on a large scale
4. efficiently manage donor preferences and suppressions

Good Shepherd Food Bank exemplifies strategic thinking by leveraging Salesforce to compare ROI across channels, ensuring every dollar is spent where it matters most. With marketing automation tools that integrate seamlessly with Salesforce, creating personalized donor journeys has never been easier. These tools capitalize on detailed donor data, making sure each communication is effectively targeted and timely.

By adopting a thoughtful approach to crafting multichannel appeals, you’re not just broadening your fundraising horizons—you’re deepening the emotional connection with your supporters, making them feel truly seen and valued in your mission. This will pave the way for a more impactful and sustainable future.

Ready to unlock the full potential of integrated, omni-channel fundraising with Salesforce? Contact Fíonta today to learn how our expertise can help you maximize your fundraising impact and achieve your mission.