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Instruct universities on effective fundraising strategies for their direct mail campaigns
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PP: How effective is the integration of online and offline marketing tactics? Please explain some pros and cons of this strategy.
Klassen: While direct print campaigns generally enjoy higher lift than pure e-mail campaigns, many alumni prefer to actually donate online, so it’s important that the printed piece they receive points them to the place online where they can learn more about the appeal, and follow through with an online donation. It’s also important that the online experience reflect the printed materials in look, feel and tone. Both media need to portray consistency if they’re to work effectively together.
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