The Omnichannel Nonprofit

His initial step was to get control of MADD’s multichannel communications. One of the first things he did was go to his executives to advocate for a cost-per-click campaign for MADD, detailing the type of return on investment such an endeavor could hold. He began with $20 in a Google ad, and MADD reaped the benefits. Now it utilizes Google Grants and much more with search engine marketing, all because he was able to do a small test and show its effective results.