What Is This Multichannel of Which You Speak?

On a cold and windy Wednesday afternoon a few months ago, I became a rabid online activist.

Curious about the current state of multichannel marketing and integration efforts, and, more specifically, about what nonprofit organizations are doing to convert online action takers to donors and members, I signed petition after petition. I took pledges. I contacted my elected representatives in Congress. I sent letters to the White House and the United Nations. And I signed up for a slew of e-news offers and action alerts. It was an exhausting, but illuminating, exercise.