Google “Force Multipliers” and go to the Wikipedia page for Force Multiplication…same thing. Their definition refers to an attribute or a combination of attributes which make a given force more effective than the same force would be without it.
For years, direct mail fundraisers have been sending out appeals while generally knowing what the response rate will be. Then someone gets the bright idea of sending an email…if they have the email address…to the mail recipient. Guess what? The combined mail and email get a higher response than the mail alone.
Force multiplier.
Now in the digital online fundraising world, if we have an appeal, we can send an email, text them, reach out to their Facebook page, tweet them, send them an automated phone call reminder, plus send them a piece of mail.
Multiple force multiplication.
It’s about cutting through the noise to make your message get through. You can’t do that with just mail. In fact, once you have all the other tools, try dropping off the mail and link every contact to your Web site.
-Mike
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