We reach for the right opportunities

We reach those supporters through online, offline, text, social, and telephone outreach. This comprehensive approach ensures we are highly segmented and channel-agnostic to maximize our client’s budget, based on our experience and the client’s results.

For nearly all organizations we work with, we can find opportunities to optimize the investment strategy in all channels. Our goal is to create a balanced fundraising portfolio so no one channel bears too much of the risk.

This means bolstering both direct mail and email campaigns with digital advertising, adding telephone outreach during key fundraising or stewardship moments, and finding ways to incorporate text into the program. By complimenting direct mail appeals and email campaigns with paid social, paid search, texting, messenger and display support, we can increase the overall response and revenue from those campaigns.

The Harrington Agency also believes in using all channels for supporter and donor acquisition. Digital channels, specifically, typically afford us larger acquisition universes and allow us to reach markets that closely align with an organization’s supporter base, who we may not be reaching through direct mail.

Our omni-channel approach allows us to amplify an organization’s brand to a large audience of donors, supporters, leads, and people currently not engaged with the organization’s work.

Testing the digital waters

In THA’s omni-channel programs, testing is a critical component of our overall methodology. We believe that the industry has become too risk-adverse and either eliminated testing plans or created uninspired testing programs that yield insignificant results. THA prioritizes strategic testing over tactical testing because testing strategies offer us the best opportunity to more effectively move a program forward.

This testing approach also allows us to be at the forefront of new channel opportunities. Supporters are always being given new ways to be involved with commercial brands, and we want to make sure that all opportunities are being reviewed for viability and tested to confirm our initial hypothesis.