Interaction Preferences are the way people prefer to interact with institutions.  Some people prefer to get information by talking directly with others.  Some people prefer to get information on line.

The theory is that an individual’s preferences are consistent across all their interactions; so you would get information from your bank the same way as you get information on the local services available to your senior citizen parents.  More people are turning to the internet for their information, so it is really important that the content on a non-profit’s website replicate the same quality and quantity of information that a person can get when they call directly.

HOW YOUR AUDIENCE WANTS TO INTERACT     WHAT YOU CAN OFFER

Figure out my situation and tell 
    me what I need to know              Face-to-face or telephone

I can do web research but I have 
  specific questions                    Website with email conversations

I'm busy - give me the facts            Content-rich, mobile-friendly website

Leave me alone - research myself        Content-rich website