Omnichannel vs. Multichannel

FS: What has been missing from fundraising messaging up to now?

DL: I'm not sure anything has been missing. It's more that with the rise of social media and other channels that can be used to conduct or support a fundraising campaign, and the increasing sophistication of acquiring and retaining supporters, that it became prudent for the folks in external relations to know what the fundraising folks were doing and vice versa. All too often, fundraising and membership campaigns were conducted in isolation inside many organizations, with their own themes and messages, and the two teams were not talking to one another.