Integrated Marketing

June 11, 2007

Convio recently released the results of an integrated marketing study. One of the interesting points raised in the study, is that in a blended multi-channel environment – i.e. one where there is online as well as offline marketing channels it is difficult to tell whether the money donated online is as a result of online activity or offline activity. Donors tend to engage the non-profit on multiple channels, as an example, a donor may receive a piece of direct mail requesting a donation and log-on to the organisation’s site to look for more info and then end up donating online. Does that get credited to the online or offline channel?

It is a truism in today’s multichannel world that in order for a brand to sink into the subconcious mind of a donor or marketer that it has to be seen at least three times. Offline and/or direct mail channels may be the impetus that drives a donor online, but it is the online facility that offers the ease of donation and immediate feedback that offline does not have. In a world where many organisations are reluctant to spend too much effort online because of a reliable offline marketing plan, it is difficult without reliable matrics to justify spending a large amount of time online.

The study found that people who received information both on and offline have higher long-term value, retention, and lifetime value as donors than people who receive information through only one channel – whether the channel was online or off. The conclusions that we can draw from this study, do seem to indicate that online giving does not simply cannibalize offline revenues but support them by allowing easy access to financial facilities as well as the ability to give immediate feedback.

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