Here’s my confession; I think Thanksgiving food is boring. I love to cook and I love to host, but that holiday menu is so, well, dull. Every item is pretty much its own thing. Turkey. Potatoes. Squash. Snooze.

As an annual fundraiser, I have felt the same way about solicitation methods. Phone.  Mail.  Email.  Egads. Taken singly, they are enjoyable, but not exciting. For me, the fun begins when I can think of ways to combine two or more of these ingredients into a tastier concoction. I’m pretty sure this is what they mean by multichannel marketing. Or, more specifically to fundraising, integrated solicitations.

When I host Thanksgiving, I know better than to mess with tradition. For example, I wouldn’t dream of putting wasabi in the mashed potatoes (which is something I’ve been seeing at local eateries.) Similarly, when I’m communicating with a group of donors, I understand that some are traditionalists. They like to make their one gift in December, and they like to give via the response mechanism in their annual solicitation letter.

And yet – don’t get me wrong, I enjoy eating the traditional meal as much as the next person – I am never as happy as when it’s time to be creative with the leftovers. Turkey sandwiches with slices of stuffing and a dollop of cranberry sauce are classic. So is the post-holiday pot pie. There are wonderful recipes for post-Thanksgiving turkey soup. For years, I didn’t know what to do with all that leftover squash, but then I found this delicious casserole.

In the same way, other donors respond to a mix of messages and methods.

These donors might like an email spiced with news about a favorite program, layered with links to giving opportunities and topped off with a fun holiday animation. They might like a phone call that wraps a personal thank-you around a meaty update on how their gift has helped, followed up by a mailed note. They could find themselves sampling a planned giving website that was served up as a link in a letter.

I’m all for keeping the meat and potatoes going strong, but I think the future in fundraising might lie in more flavorful combinations. What do you think?

Making Turkey Soup
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