We hear so much about the importance of sending multi-channel campaigns and integrating direct mail, email, social and website messaging. And I see more nonprofits doing this the past few years.
Where I see nonprofits often still coming up short, though, is measuring multi-channel results, especially beyond email conversions. If these other channels are now part of your campaigns, then you have to be able to measure them, too.
What are the metrics?
- Multi-channel engagement
- Conversion from expensive channels to cheaper channels
- Net Promoter score