The document discusses strategies for implementing multichannel donor marketing at nonprofits. It outlines the opportunity for nonprofits to adopt multichannel approaches to reach younger donors across different channels like mail, email, social media, mobile, and television. It also presents a case study of Amnesty International's successful multichannel response to human rights crises in the Middle East. Key challenges discussed include integrating data and messaging across channels, determining which channels drive responses, and changing organizational structures to better support multichannel marketing.