Multichannel Explosion ... and Evolution for Fundraisers

The core philosophy of integrated marketing is hardly new — that by communicating a consistently targeted message to constituents across multiple channels we increase overall effectiveness beyond the potential of any one channel alone.

But in recent years, the number and nature of channels have increased exponentially. Once a mix of PR, advertising, direct mail and telemarketing, integrated marketing has rapidly evolved to include websites, e-mail, social media, SMS and smartphone applications. The boundaries between these digital channels are fluid, providing constituents with more choices than ever before in how they interact with the causes they support.