A Conversation on Integrated Marketing and Fundraising, Part 3
FS: How is integration being received in the sector?
MJ: From my perspective, when I talk to the advisory board members, our clients are asking for this. More and more organizations are saying we've got to do this. In part it might be based on demographics and channel choice — Gen X, Gen Y, boomers, matures — they're all increasingly omnivorous donors in the fact that they use all channels in combination. So organizations are saying to meet the donor expectation, we need to be integrated because in the commercial sector — because every donor is a consumer — the citizen in the consumer sense is already getting a great integrated experience from a lot of companies in their retail lives. So they're turning around, and the donors are asking more and more why can't I do that? Why aren't you giving me all these choices and let me choose how I interact with you over time? Then the nonprofits hear that and march over to the agencies and this is what we're hearing, this is what we're needing, we need your help to work this out.
FS: What are the next steps the IMAB is taking to address integration in the sector?
MJ: It's all about content. With the agency partners, with the advisory board partners ready to go, they're all contributing original content to kick things off, and now we're agreeing on the gaps — where are the gaps that we can help fill in at the beginning. Then people are enthusiastically putting their hands up to say I'm going to take a crack at that gap and start collecting material and get that up.
We're excited that all of these collaborators have come together. We think we're going to help the sector and the sector is going to help itself over time.