Читать книгу The Nonprofit Marketing Guide - Kivi Leroux Miller - Страница 19

The multitude of ways to communicate directly with the world has never been more accessible, largely built on the evolution of both social media and mobile technology.

I encourage all nonprofits to think of themselves as media moguls. At a minimum, you are likely managing a website, email, and a couple of social media channels. Most nonprofits go far beyond this list to include print mailing, media relations, in-person and online events, and more.

Do not think of all of these different ways to communicate (we call them “channels”) as separate and independent from each other. At a minimum, use a multichannel approach where you think through how to share your content across several different channels. Your community can interact with you in each channel.

Even better, take an omnichannel approach where you deliver your content across many channels in a way that creates a more consistent, seamless experience for your community. Where a multichannel approach centers on how your messaging appears in different places, an omnichannel approach centers on how your community members experience your messaging, regardless of channel.