The 2024 Multi-Channel Mini-Con lived up to its name, highlighting the importance of reaching donors across platforms and showing nonprofits how to maximize engagement in an increasingly integrated landscape. Here are our top seven takeaways!
- Integration is Essential
Multi-channel engagement was a key theme this year as speakers shared strategies for connecting with donors on multiple platforms. Presenters charted a donor’s journey from events to email and text follow-up, a phone call, and a survey. Megan Den Herder of the Wildlife Conservation Society and Porter Mason of Stagecoach Digital explained how multiple channels serve as the legs of a table, supporting a comprehensive strategy. Nick Black of Good United and Stop Soldier Suicide highlighted social media messaging as a way to reach new donors while Ron Guberman of Media Reactions, Inc. discussed the potential of DRTV and CTV for nonprofits.
- Data as a Driver
Data is abundant but using it strategically to reach both current and potential donors is challenging. Speakers like Joanne Bowers of Operation Smile and Mark McLean of Data Axle shared how data modeling can enhance audience targeting. They also noted that multi-channel integration goes beyond simply targeting a mail list on digital platforms; it’s about focusing on online audiences who match your donor profile. Past philanthropic behavior remains the strongest indicator of potential support.
- Looking Beyond Last-Click Attribution
Engaging donors in so many channels can make attribution challenging, especially for fundraisers who are used to tracking only the action that prompted the gift. Jennifer Boland, owner of Boland Solutions, LLC, shared a presentation about the BEATS model. This framework provides a structured approach to understanding donor behavior across channels, optimizing donor engagement and refining strategies.
- Optimizing Multi-Channel Engagement
Understanding audience behavior is essential, especially when donors are receiving multiple touchpoints. Katelyn Baughan of KB Digital highlighted email audits as a way to use this powerful channel to assess donor behavior, list health, and campaign success. Better understanding donor behavior on email helps nonprofits set goals and improve strategies. Jennifer Boland of Boland Solutions introduced the BEATS model, a framework for understanding donor behavior across channels. Together, these tools help nonprofits boost engagement, improve results, and build stronger, data-driven donor relationships.
- The Power of Personalization
With the right data, nonprofits can provide personalized experiences for donors at any giving level. Rachel Kottler emphasized the importance of moving beyond basic salutations to personalized messaging, such as referencing a donor’s last gift or cumulative giving. Erik Tomalis of Virtuous shared how different donor actions, such as downloading a PDF, can prompt tailored communication journeys, ensuring each interaction feels relevant.
- Growing DAF Giving
Donor-Advised Funds (DAFs) present a huge opportunity. Mitch Stein of Chariot and Karin Kirchoff of K2D Strategies encouraged nonprofits to incorporate DAF giving options across platforms, positioning these contributions as investments. With simple solutions for online DAF giving, nonprofits can tap into this substantial, underutilized funding source.
- Fundraising as an Opportunity
Executive coach Mallory Erickson reframed the “ask” as an invitation to join the mission, reminding fundraisers that giving is also rewarding for the donor. When nonprofits clearly communicate the impact of donations, the ask becomes an invitation to be part of something meaningful.
2024 Multi-Channel Mini-Con underscored that effective fundraising is about engaging donors in a shared mission. As Eglantyne Jebb, founder of Save the Children, once wrote, “The world is not ungenerous, but unimaginative and busy” – a reminder that nonprofits have the power to inspire generosity by making their missions clear and compelling. Mallory Erickson shared that “great fundraising is not an ask, it’s an offer,” reminding us all that when we invite donors to participate meaningfully, we foster relationships that go beyond transactions. With integration, personalization, and data at the forefront, nonprofits can build sustainable growth, meaningful connections, and, ultimately, a sense of shared purpose with their supporters.
DMAW Guest Bloggers:
John Newman is a Senior Account Executive at Mal Warwick Donordigital. He has experience in leading integrated campaigns for large and small organizations that drive measurable success across channels. John has an MBA and Master’s in Marketing Analytics from the University of Maryland.
Keira Costic is a Senior Account Executive at Mal Warwick Donordigital. She has 15 years of experience in direct response marketing, specializing in data-driven strategies that optimize user experience and increase engagement.