The 7 Steps to Multichannel Success

No. 7: (Start to) integrate your systems

We all want a wholly integrated system that manages all contacts and responses by channel, across channels for every constituent record, records all their interests, is super-easy to query, etc. But one doesn't exist — yet. (Or, rather, it is too cost-prohibitive for most nonprofits to use.) But that doesn't mean you can't aspire to system integration. Passing e-mail addresses collected offline to your online database is just as critical as putting online transactions in your offline database. Without some level of system integration, you won't be able to measure donor value, integrated campaign results, donor retention and more.