The Omnichannel Nonprofit

Since that initial test, MADD has focused on becoming more and more omnichannel. It’s all about communicating and focusing on the
donor.

Admittedly, the task is not easy, and MADD has had its missteps. For instance, MADD recently sent an email to its online list looking at the time of donors’ last donations with an expiring membership renewal message. However, Ellinger says he did not have in the front of his mind that many people give to MADD in other ways than financially — sharing a story of a loved one paying the ultimate price of drunk driving, advocates, those who’ve helped victims, etc.