Build a List That Works as Hard as You Do. Multichannel Donors Give More—and Stay Longer

The most valuable donors in your database aren’t always the ones giving the largest gifts—they’re the ones giving across multiple channels. Multichannel donors—those who engage through mail, email, social media, and events—are more loyal, more generous, and more likely to grow with your organization over time.

But they don’t appear by accident. They’re cultivated through deliberate, connected experiences that build trust and reinforce your mission at every touchpoint.

Start with a purposeful welcome journey.
The first 30 days after someone gives or signs up are critical. Use that window to thank them warmly, show them their impact, and invite a simple next step—such as following your organization on LinkedIn, signing up for a monthly giving update, or attending a virtual event. A structured, multistep welcome series helps new supporters see themselves as part of your community, not just a line in your CRM.

Create offers that fit each channel.
Not all channels serve the same purpose. Direct mail is ideal for storytelling and emotional depth. Email and SMS can drive immediate action. Social media builds community and visibility. Instead of repeating the same message everywhere, design channel-specific offers that complement one another. A direct mail appeal can be supported by a digital video or social proof from other donors. When every channel plays a clear role, you create momentum and consistency.

Integrate your communications.
Multichannel success depends on coordination behind the scenes. Align your messaging, calendars, and data tracking so your team has a single, shared view of each donor’s engagement. When communications reinforce one another—rather than compete—donors feel confident in your professionalism and purpose.

The payoff is powerful.
Donors who engage through more than one channel typically give two to three times more annually and are far more likely to renew. Most importantly, they stay connected because they feel seen, valued, and invited to participate in meaningful ways.

Multichannel giving isn’t about doing more—it’s about doing it intentionally. With a clear journey, channel-specific strategy, and integrated approach, nonprofits can build stronger relationships that sustain their mission for the long term.