Last month at DMA-NY, the American Cancer Society presented the adverse effects on their fundraising when they pulled out of direct mail acquisition.
And though they received some undeserved criticism, I for one appreciated the fact they shared their results with all of us. They didn’t have to do that. So, a tip of the hat to ACS.
Here’s what we all learned: Pulling out of one media adversely affects the performance of other media. Or, as String Theory professes: everything is related.
For over a decade, fundraising consultants like me have been preaching the gospel of 360 integration. Though most organizations agree with this idea, sadly, most organizations don’t practice integration.
Now we have some hard data (learned the hard way) on the critical importance of integrating your organization’s messages across all media.
So the jury’s in. We don’t have any more excuses.
Integration now. Integration tomorrow. Integration forever.