Channel Integration: From Ordeal to Ideal

Below are nine common mistakes nonprofits make when approaching their channel-integration strategy — and what to do right to help ensure a flawless campaign.

Failing to create cross-functional campaign-integration teams. Depending on the size of the organization, the Web site might fall under the IT department’s purview, or perhaps e-mail campaigns are the responsibility of the communications office. How can development professionals successfully develop and execute a channel-integration strategy without enlisting the help, support and, ultimately, buy-in of the departments responsible for several of the channels?