Glossary
Engagement & Communication

Preferred Channel

By: Alec Hollingsworth
Updated:  
July 16, 2025

Definition:

A preferred channel is the communication or donation method a donor or supporter most likes to use when interacting with a nonprofit.
A preferred channel refers to the communication or donation method that a supporter, donor, or stakeholder chooses as their favored way of interacting with a nonprofit organization. This can include email, phone, direct mail, social media, or online giving platforms. By identifying and respecting each individual’s preferred channel, nonprofits can personalize outreach, improve engagement, and increase the likelihood of positive responses. Capturing and utilizing this information helps organizations tailor their communications, resulting in more meaningful connections and improved fundraising outcomes.

Key Takeaways

  • Preferred channels personalize communication efforts.
  • They can include email, phone, social media, and more.
  • Tracking them improves response rates and donor retention.

Why It Matters

Understanding preferred channels enhances engagement, boosts response rates, and strengthens donor relationships.

Real World Example

Imagine a nonprofit organization that uses Keela to manage its donor database. During a recent campaign, the team noticed that some supporters responded more positively to text messages, while others preferred receiving updates via email newsletters. By tagging each contact with their preferred channel in Keela, the organization was able to tailor its outreach, sending texts to those who liked SMS and emails to those who preferred digital newsletters. As a result, donors felt more valued and responded more frequently, leading to better campaign outcomes and stronger donor relationships.

Frequently Asked Questions

What is a preferred channel?

A preferred channel is the communication or donation method that a supporter or donor chooses as their favorite way to interact with a nonprofit.

Why should nonprofits track preferred channels?

Tracking preferred channels helps nonprofits engage supporters more effectively, leading to higher response rates and stronger relationships.

How can Keela help with preferred channels?

Keela allows you to record, segment, and automate communications based on each contact's preferred channel, making outreach more personalized and impactful.

Can a supporter have more than one preferred channel?

Yes, supporters may indicate multiple preferred channels, such as both email and text, and nonprofits can accommodate these preferences in their outreach.

Related Terms

Accessibility Compliance
Automation Trigger in a Nonprofit CRM
Average Gift Size
Board Member Profile
Bounce Rate
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