Omnichannel vs. Multichannel

FS: Do you see this as a progression (from multichannel to omnichannel) or more of a lateral option?

DL: It's a progression in that the whole is greater than the sum of its parts. What comes out of an omnichannel planning event will reach more people with more coherent messages than ever before, so the impact of those messages is amplified. And that's just among the outside audience. Inside an organization, the process of developing and executing those messages is stronger, because they are being developed by fundraising and marketing minds jointly. As an ancillary benefit, this model is more likely to create a positive and more collaborative team environment, with buy-in from stakeholders across departments, which should also help to bolster the entire organization.