The Omnichannel Nonprofit

Gaining buy-in
Having already shown the benefits of testing with the cost-per-click campaign, MADD’s leadership had a proven track record of letting its staff try new things. So the next step was running a membership campaign in an omnichannel capacity.

In 2012, after breaking down the wall between the national office and local chapters, MADD embarked on a membership card campaign. MADD began marking every local supporter with a member ID, whether the supporter came on to the file online, through a walk, etc. Then it began to message those donors utilizing the ID in the mail, phone, online and remarketing, which in turn has helped grow support and loyalty for the national organization and local chapters.