Looking Ahead to 2015 and Beyond

Multichannel
Where the idea of multichannel used to be novel, it is now non-negotiable. Fundraisers, even those who initially resisted the necessity of intentionally integrated targeting of donors in every conceivable channel, will increasingly recognize we’re in new territory. We need to meet donors where they are (via online, DRTV, mail, phone, radio, special events, face-to-face, mobile). Effective multichannel communication increases results dramatically; we can no longer simply pay lip service to the concept or else we will find ourselves left behind in the marketplace.