The 7 Steps to Multichannel Success
It’s time for us to pull our heads out of the proverbial single-channel sand.
No. 3: Break down silos
Talk to your colleagues regardless of whether they sit in your department/floor or not. If your direct-mail program sits in one department, your newsletter or magazine in another, and your e-fundraising program in a third, you are going to have to be proactive about message development. Direct-mail fundraisers need to know what's coming down the pike many weeks in advance of their online colleagues — but they also benefit from knowing what works online before spending a lot more on print, production and postage.
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