Omnichannel vs. Multichannel

FS: What does this different approach mean in terms of fundraising?

DL: For one thing, it means that fundraising will have a greater profile inside organizations than it did before. It will be seen as a necessary partner instead of an off-to-the-side silo. External relations teams will learn why donors need particular forms of cultivation and management, and development is reminded that their communications can be more integral to an organization's broader objectives — selling the whole magazine, so to speak, instead of just subscriptions to it. Also, direct mail's longer lead time is better accommodated within this structure because its stakeholders now have a place at the table from the beginning.