By augmenting rather than separating your campaign into “offline” and “online,” you can better emphasize your core branding. In fund raising, this means a more consistent message through all media, keeping your core audience supportive. At the same time, this approach allows your campaign to pinpoint audiences for specific messages in order to gain their support or mobilize their involvement and donations.
Utilizing media to each format’s greatest effect means spending less and raising more. If your competition isn’t doing this already, they soon will be.