Accelerate Your Integrated Marketing in 4 Steps

Date Published
02/04/2019
Author
Brett Jones

Savvy nonprofit fundraisers, wisely, continue to “steal” successful strategies from for-profit corporate marketers. For the past several years many sessions at conferences and pages in trade publications have pushed the term “integrated” in relation to coordinated marketing programs. This strategic approach to providing customers with a seamless experience in all aspects of marketing communication has become a sort of ‘holy grail’ for development teams. As fundraisers, we should continue the quest by consistently reviewing our own practices.

Why the need for an integrated approach? Your donors and potential donors are no longer just in their mailboxes or inboxes. These donors are increasingly tech savvy and are online more than they are watching television or listening to the radio, or more and more likely; both at the same time. We, as fundraisers, need to be thoughtful about how we target constituents with coordinated messaging.

What are the steps to creating an integrated fundraising approach?

  1. Create a contact strategy for the audiences your Development team is targeting. Lay out the major donor touch points: mail, email, telemarketing, digital ads, social media, and on-air channels all need to be considered. Looking at the cost to raise a dollar in each channel should help point to the direction on where channels deserve more attention than others.
  2. Work with other departments inside your organization, especially communication and digital teams, to work on implementing the correct messaging and deployment. “Everyone is in fundraising,” while cliche, needs top-down agreement to drive desired results. Agreeing that your organization’s marketing and communications functions exist, at least in part, to help build development’s funnel is key. Likewise, forging a cohesive and integrated plan will help build out a long-term and successful experience for the donor.
  3. Once all teams are on board and in agreement, it is now time to implement and execute the strategy. Take the time to build out a coordinated Communications and Fundraising editorial calendar or timeline. The execution and deployment of a well-coordinated plan will not only help ensure success, but it will show your audience that your organization has one voice regardless of channel. The importance of unity for the mission will come through and inspire donors to donate and continue donating.
  4. Revisiting the plan and communications on a regular basis will help tweak and better the strategy. Set up a standing meeting of stakeholders at a sustainable pace – and include some analytical reporting based on agreed to goals to get some sense of how the needles are or aren’t moving. It’s critical to monitor performance and constituent feedback. Listening to the donors and making sure they know their voices are heard cannot be taken lightly. In the new age of social media, organizations must take advantage and of the ability to speak to their audience on a regular basis.

“Everyone is in fundraising,” while cliché, needs top-down agreement to drive desired results.

Allegiance Fundraising Group has an experienced team of fundraisers and marketers from many different backgrounds who can help you and your organization with the ideation, planning, and set up, including the execution of integrated marketing campaigns. From the strategy to implementation, we can help you along your way to a successful fundraising campaign raising important donor dollars to help with your mission from an integrated approach.

About the Author:
Brett Jones
Vice President of Client Management, Agency Division

Role at the Company

I lead the Agency Services Client Management team. I challenge the team to continually improve our strategy, creative and service, and develop new ideas, so we can provide better solutions and outcomes to our clients.

What excites you about your work at AFG?

I love fundraising! In my career I have had the chance to work with many different organizations that are doing incredible work and really making a difference. I enjoy helping them meet and exceed their goals so they can advance their missions. 

If you weren’t at AFG, what would you be doing?

I have always wanted to work with non-profits and love fundraising. It’s my way of contributing to the greater good. I can’t imagine what else I would do!

What are your hobbies/interests outside AFG?

I love reading, ice skating, and going to the beach in the summer, but most of I love spending time with my daughter.

What’s something most people don’t know about you?

Brett is my middle name. I’m actually Sara Brett. But don’t call me Sara if you want me to answer!

What’s your favorite childhood memory?

I remember the first time I rode a bike without training wheels. I was so proud of myself. I was so excited to visit my neighborhood friends by myself.

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