What Omnichannel Really Means for Nonprofit Fundraising (and Why You Need It)

For many nonprofit organizations, omnichannel has become shorthand for digital marketing. But that definition misses the bigger picture.
In this conversation, AGP CEO Trent Ricker and Laura Hinrichsen, Senior Vice President of Integrated Media Solutions, discuss how nonprofits can move beyond isolated digital tactics to build full funnel, omnichannel strategies that support awareness, acquisition, upgrade, retention, and long-term growth.
True omnichannel fundraising includes online and offline marketing — every way an organization connects with its community — from direct mail, telephone outreach, canvassing, and events to email, websites, paid media, and social platforms. The goal is to create a coordinated strategy where each touchpoint reinforces the next and moves supporters toward deeper engagement.
They also address common misconceptions about paid media, explain why organizations of every size can benefit from integrated campaigns, and make the case for greater transparency, flexibility, and collaboration between nonprofits and their agency partners.
Whether an organization is considering its first paid media campaign or looking to strengthen an existing campaign, the discussion offers a practical framework for thinking beyond individual channels.