Offering multiple modes (toll-free number call-in, website, or mail in) of return for surveys is thought to be beneficial to both respondents and researchers. The goals for multiple modes of return in our study are to (1) improve the overall response to the survey and (2) increase the portion of responses that are web-based. This paper examines the impact of offering the modes of return simultaneously (modes offered at the same time) versus sequentially (modes are offered one before the other) for a demographic questionnaire that is sent via mail to households in order to recruit them for Nielsen’s diary-based TV Audience Measurement Service. These two approaches are demonstrated by changing the order of when different mailings and mode choices were sent to the respondents. The results are from two separate survey tests: November 2007 and May 2008. The results indicate that attempting to improve overall response and driving respondents to the web (rather than have them return via mail) has its challenges. We discuss our results and identify further areas of research in multiple mode research.