In the world of direct mail fundraising, there’s one move that’s become almost too easy to make: printing a QR code on a mailing and calling it multichannel strategy.
We get it! It’s fast, it’s inexpensive (it could even save you money through a USPS promotion), and it checks a box. But let’s be clear… Checking a box is not the same thing as building a thoughtful, intentional experience for your donors. In fact, relying on QR codes alone as a stand-in for true multichannel integration is one of the most overused moves we see right now. And if your approach to integration is only surface deep, you’re not really integrating at all — just giving the illusion of it.
QR codes are not the enemy. Shallow strategy is!
We want to be crystal clear — QR codes themselves are not bad. They’re a tool! Like any tool, they can be used well or poorly. In our testing over the years, we’ve never seen QR codes hurt performance. In fact, there’s often a small benefit. They can drive some donors to give online instead of through the reply form. They can offer a quick and convenient way to connect someone from print to digital. And right now, thanks to the USPS Integrated Technology Promotion, you can save 3% on postage by including one on a mail component donors are intended to keep. That’s not nothing!
So yes, include the QR code. Take the postage discount. Appreciate the marginal gain. But remember, the QR is just one tool in your toolbox. You wouldn’t build a house with just a hammer, so don’t think you’re building an integrated fundraising campaign with just one tool either.
Donor experience over everything
At its best, a multichannel fundraising campaign should be thoughtful, strategic, and cohesive through every communication, so the donor experiences it seamlessly. Too often, though, QR codes are added as an afterthought. They’re a last-minute addition to a direct mail package with no integration on the backend — no customized landing page, no tailored journey, no sense of how that donor’s online experience is related to the DM package in their hands.
True omnichannel fundraising is about building an experience where every touchpoint across every channel moves your supporter forward on the ladder of engagement. That relies on strategy that leverages data to deliver creative with consistent, coherent, inspiring messages and complementary calls to action across channels.
Ask yourself… What is this interaction actually doing?
Every interaction with a donor should do something. It should move the relationship forward by educating, inspiring, asking, thanking, inviting… something! It should be part of a thoughtful arc of engagement that guides your supporter from first gift to lifelong donor.
So ask yourself: What is this QR code really doing? Where is it taking the donor? Is the landing page a generic donation form? Could it be personalized? Is it mobile-optimized? Does it match the story and design from the mailing they just opened?
We’re not suggesting you create entirely custom landing pages for every DM URL, but in critical campaigns, that might be worth it! And in others, even matching some text or ensuring a match mentioned in the mailing is reflected on the landing page goes a long way.
QR codes are a bridge, not a crutch.
At the end of the day, multichannel strategy isn’t just about communicating in multiple channels. It’s about being smart in multiple channels. If all you’re doing is putting a QR code on your reply device and calling it a day, you are not being smart. You’re not thinking about the big picture or putting the donor first.
QR codes are a great tool, so by all means, use them. But don’t stop there. Build something better! Create something connected. Be intentional in how you use every channel, and in how you guide donors from one to another, so their experience is not siloed by medium. The secret in all of this is that the average donor does not care if you have a beautiful multichannel strategy presentation underpinning your campaign… They care how it makes them feel! If it’s relevant. If it makes it easy to give in the way they prefer to donate. If a QR code helps you get to that easy and motivating donor experience, fantastic! But remember it’s one step on the path, not the whole journey.