Why Integrating Fundraising and Awareness-Generating Media is Essential

Tying it all together

So, let’s say you have your branding and messaging fully developed to reflect your mission, and your Web site upgraded and up and running. Now it’s time to go back to the beginning. And by that I mean back to the introductory phase of the relationship, where visibility is key. You’ll need to introduce yourself to potential donors and begin driving them to your Web site. And to do that you’ll need to show up where they are — in their newspapers and magazines, on their billboards, radios, televisions, iPods and cell phones, at the mall, in their movie theaters, on their favorite Web sites and search engines, in their e-mail, and in their mailboxes.

The nonprofit world’s population problem will only grow more pronounced over time. The only way to stand out from this ever-growing crowd and gain your organization’s share of loyal donors is by developing an ongoing, cohesive, well-planned and integrated communications and fundraising campaign that utilizes appropriate awareness-generating and relationship-building media.

Richard DeVeau is the executive creative director at Meyer Partners, a Chicago-based integrated fundraising and marketing communications agency serving nonprofit organizations and ministries. He can be reached at rdeveau@meyerpartners.com.