Beyond Multichannel
Compassion & Choices relies on ‘omnichannel’ marketing — a steady flow of consistent
messaging — to
fuel its fight for
end-of-life rights.
Multichannel and beyond
The other factor is C&C's use of an "omnichannel" marketing model that incorporates fundraising into all operational aspects of the organization.
"The genesis of our approach involved a reorganization, from 2007 to 2009, of the way we think about donors," MacIntyre says. "It became clear that our donors, volunteers, activists, and clients and their families are all the same people. They're all supporters. We realized it was important that we coordinate our messaging into one set of messages to all of them."
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