There’s a well-worn mantra in direct response fundraising:
Multichannel donors are more valuable than single-channel donors.
You’ve likely heard it in strategy sessions, conference presentations, or pitch decks. I first encountered it in the early 2000s, when the goal was to nudge loyal direct mail donors to also give through email. The logic seemed sound: If we could engage donors in multiple ways, we’d see higher value and better retention.
Years later, this belief persists. But here’s the uncomfortable question: Are we creating more valuable donors by moving their channels? Or are we just seeing the same valuable donors being willing to move because they’re already the most committed?
In other words:
- Are we improving donor value through channel expansion?
- Or are we simply identifying the high-affinity donors who will jump through hoops to stay connected, while annoying everyone else?
Because here’s the rub: Forcing donors to engage in ways they don’t prefer doesn’t increase value. It just risks attrition.
At Masterworks, one of the things we track closely is first-gift channel vs. second-gift channel. And here’s what the data shows:
In programs with strong, channel-specific welcome experiences, 85% of donors make their second gift through the same channel as their first.
Not because they’re lazy. Not because they don’t like your email or mail programs. But because that’s how they want to give.
So when we do see high crossover between channels, it’s often not a sign of deep engagement—it’s a red flag. It usually means one channel isn’t doing its job and another is compensating.
What This Means for Fundraisers
Stop chasing “multichannel donor” status like it’s a gold star. Instead:
- Honor donor preferences. If someone gives through the mail, make sure their mail experience is top-notch. If they give online, build a digital journey that actually nurtures.
- Make giving easy. Ensure that across all channels there are clear asks, fewer steps or clicks, and frictionless giving options.
- Measure outcomes, not ideology. Channel coordination is essential, but forcing a cross-channel journey isn’t always the right goal.
The bottom line? You may not end up with as many “multichannel” donors in your database. But you’ll likely retain more donors and raise more money by respecting how people want to give.
