Beyond Multichannel
"We've gone a step further by making programming part of the picture," MacIntyre says. "We're organizing our development people to achieve the same goals that our program people are seeking. In our organization, we say program, development and communications are the same — all program work.
"We strive for programming to be ingrained in every aspect of the organization. Programmatic messages are now looked at as how they impact fundraising," he adds. "Programmatic decisions are made that entail fundraising. We don't just acquire donors; we acquire supporters, and not simply through direct mail or by asking people to sign a petition. Once a supporter comes in through one door, we offer him or her a full range of participation in the organization."
