The Omnichannel Nonprofit

The campaign was a success, and it convinced leadership to continue evolving as an omnichannel nonprofit. And it was all because of testing.

“Nothing makes the case better than your own data,” Holmes says. “It tips that scale. We’ve never seen an organization balk on making a decision when their own data tells them the best play.

“There’s very little to be lost by a field test but so much potential to gain and so much risk in not testing at all. Most organizations that we’ve worked with see the logic in that, and they’re very responsive to their own data,” she adds.

The data told MADD that even just at the beginning stages of becoming more omnichannel, this philosophy worked.

“We’re very fortunate in MADD that we have people here who are very passionate about the mission and make sure we’re getting the most out of every bit of resources we can, and we have folks who are very receptive to new ideas,” Ellinger says. “But it also doesn’t happen without consistent, very honest communication and a significant education process. … The education is necessary up front because then you don’t have it become a barrier for people who want do the right things but don’t know how.”

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.