Omnichannel vs. Multichannel
A new approach to fundraising broadens the all-important concept of integration.
FS: How is it different from multichannel?
DL: Multichannel originated as the application of direct-mail messaging and tactics across e-mail and telemarketing channels, broadly and within individual campaigns. Have a renewal or appeal campaign, and make sure it's carried out on those three channels, and more recently, Facebook and Twitter. Omnichannel includes fundraising as well as marketing and advocacy messages, delivered in paid media, earned media and direct marketing.
- Companies:
- International Rescue Committee
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