Omnichannel vs. Multichannel
- Being in all channels is incredibly important due to the diversity of the marketplace — but just being in a channel is not a successful strategy.
- Ensuring your message is consistent across your channels so your constituents learn and become aware of you in multiple places is very important, but putting the same stuff up in all the channels is not the right way to do it. You need to understand the differences between the consumer groups that have prioritized specific channels, and aim your messaging, tone and information toward them. Just as it never works to take a successful direct-mail piece and make it an email, we have to respect the unspoken rules of each channel and how people want to engage within those channels and understand who the audience is and its uniqueness.
- Experience marketing is something that I believe is a success factor for the future. So, the concept of omnichannel is one that I would prioritize. The question is about timing. Shouldn't we really focus on multichannel first and making that as successful as possible? We, as an industry, are getting better and better at being in multiple channels and leveraging those channels to help us raise money, raise awareness and bring more people to the table for support. But we can improve.
My main point is that I'd rather see us exhaust all the possibilities and opportunities that are still out there across all of our channels — especially social-media channels — before we take on omnichannel. If, as an industry, we had common metrics that we all felt comfortable with measuring the effectiveness of each of the channels available to us, perhaps I would feel better. But in some instances we are not even all in agreement about the primary goals for certain channels. I can go from one meeting where it is believed Facebook is a direct fundraising tool to another meeting where it is adamantly believed that Facebook is not a fundraising tool and should not be measured that way.
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.