Chapter Six

Multichannel Strategies in Action

Now that we’ve covered the “why” behind using multichannel strategies for advocacy, fundraising, and community engagement, let’s dive into some of the ins and outs of real campaigns. This chapter is designed to give you the behind-the-scenes tour of real campaigns from a few organizations to show what multichannel strategies look like in action. These three case studies, from National Wildlife Federation, Surfrider Foundation, and Iraq and Afghanistan Veterans of America, show how organizations bring everything together to incorporate advocacy, fundraising, and community building across channels.

OIL SPILL CRISIS: NATIONAL WILDLIFE FOUNDATION’S MULTICHANNEL CAMPAIGN RESPONSE

When an explosion on the ...

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