7 Steps to Multichannel Success

There are a slew of reasons — some institutionalized by our organizations (housing online fundraising in the communications department) and others due to infrastructure challenges (smoothly functioning multichannel database, anyone?). Part of the challenge is that old habits die hard — those of us who "grew up" in a direct-mail world have a harder time thinking about online strategies than the 25-year-old whippersnapper who spent her college years using the Internet. And there's a good chance that 25-year-old doesn't know the first thing about direct-response fundraising! But aren't those really just excuses?