The Evolution of Multichannel Fundraising

The development of digital media has brought forward a myriad of channels, including Facebook, Twitter, LinkedIn, YouTube, mobile apps, mobile Web, etc.

With each of these channels comes opportunity for connecting your organization more deeply with your donors. A relationship and dialogue can occur more easily and in a way that is in tune with how your donors want to engage. There is now an emphasis on creating strategies for using multiple channels as well as connecting how they work together. Most recently, multichannel fundraising has begun to focus on connecting various channels. For example, inviting people to "like" you on Facebook from the website or incorporating a QR code in your direct mail or print advertising. Even in this scenario, the channels continue to work as individual entities to a large degree.