Don’t assume there is a single medium such as social media, direct mail, advertising or e-mail that will work perfectly all the time for all campaigns and under all circumstances for every audience. Each campaign is unique, here’s how to make yours personal and more effective.

Learn about your audience and then target your campaign using the best vehicle to reach each target segment. Social media may be more effective for a younger audience but e-mail might be more appropriate for business executives. Using the appropriate media to reach your audience could mean the difference between failure and success.

No campaign will be successful no matter how many potential donors you have that support your goals, are qualified and willing to help and have the means to help… if you fail to select the right medium to deliver the right message so they actually do help.