Special Report: Multi-channel Fundraising
Seamless Integration: Multi-channel is the sexy buzzword in development these days, but you’ll ruin the allure if your strategies don’t work together to preset consistent, single-minded messaging.
Martin Smith, director of marketing and communications for Medical Assistance Programs International, an organization that provides essential medicines for poor countries and medical aid when disasters strike, says the goal of channel integration should be to establish ubiquity for an organization.
MAP’s fundraising has largely been centered around direct mail and major gifts for the past 15 to 20 years. This past year, L.W. Robbins Associates helped MAP revamp its e-communications strategy, and it now integrates outbound e-mail and home page content with its key direct-mail appeals.
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