Beyond Multichannel
Compassion & Choices relies on ‘omnichannel’ marketing — a steady flow of consistent
messaging — to
fuel its fight for
end-of-life rights.
For example, C&C has the e-mail addresses of 20,000 of its 38,000 24-month donors. The organization can go directly to those 20,000 donors when it asks people to send e-mail to their representatives in Congress regarding an end-of-life initiative.
"You have to think of activists and donors as the same group of people," MacIntyre says. "You can't separate those two actions from one another. You have to coordinate. This is difficult for some folks to understand, because the entrenchment between programming and development and communications in most fundraising organizations is deep.
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