The Omnichannel Nonprofit

For instance, MADD has to treat someone who has been impacted by drunk driving differently than someone who is a concerned citizen who hasn’t had that personal connection necessarily, and “you lose that if your databases don’t talk,” Ellinger says.

So he worked on the architecture by enlisting the help of IT, marketing and communications, and listening to the MADD workers in the field demanding this central repository. Once that was in place, it was time to take the first true steps toward an omnichannel nonprofit, and MADD tapped CCAH for help.