Innovation + Integration = Impact
Kyla Shawyer is senior vice president of international direct-response fundraising and marketing at Operation Smile, and Tom Harrison is president and CEO of fundraising consultancy Russ Reid.
Tom Harrison: Many people talk about integrated marketing or multichannel marketing, but when you dig deeper you find out they mean direct mail and outbound telemarketing.
Kyla Shawyer: There was a time when Operation Smile was using very few channels to communicate with our donors. We had to acknowledge that people wanted diversity and demanded choices. The more ways we communicated with them, the more likely they were to receive our message and respond.
- People:
- Kyla Shawyer
- Tom Harrison
Tom Harrison is the former chair of Russ Reid and Omnicom's Nonprofit Group of Agencies. He served as chair of the NonProfit PRO Editorial Advisory Board.
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