Beyond Multichannel
Compassion & Choices relies on ‘omnichannel’ marketing — a steady flow of consistent
messaging — to
fuel its fight for
end-of-life rights.
In fact, C&C's omnichannel approach is, almost by definition, an alternative to simpler models that can turn off more people than they attract.
"We appeal to different sides of people who are in contact with us," MacIntyre says. "They may know other people who might want our services. They may become online advocates. We try to find multiple opportunities for them to engage, as opposed to saying 'you can either be a volunteer or give us money.'"
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