The Omnichannel Nonprofit

“My mantra is you first fire bullets, then cannonballs,” Ellinger says.

At the same time, Ellinger led the charge to consolidate the 120-plus databases MADD had throughout its chapters to one central database everyone in the organization could access.

“We began picking off each database one by one so we could do multichannel effectively, let alone omnichannel,” Ellinger says. “… It doesn’t mean you can’t use specialized databases for different channels, but having one place where all the data goes and comes back out is critically important. With MADD, we want to make sure that through all channels we’re treating people appropriately.”