Recurring Themes: The Case for Integrated Marketing Communications, Part 2
I, like many of you, read and post on the various fundraising discussion boards available via social-networking sites.
Recent discussions focus on a myriad of topics, but in the past two months, the recurring targeted topics seem to include the following: cold calling, converting supporters into superstars, the education angle, increased brand awareness, determining what is fundraising ROI, how to apply for grants, the correct use of social media, and planning and executing events. In part 1, I covered the first half of these themes. Here, I tackle the remaining themes.
ROI
Can you really know any effort’s ROI if you do not provide and use the correct measurement tools? Integrated marketing communications (IMC) is built from the ground up to measure, measure and measure some more your efforts across all media used. By using the latest software, IMC enables you to compare, dissect and reapply your results across your media, content or creative offering — 1+1 does not always add up to 2.
Apply for grants
At a recent fundraising conference, I attended a seminar on applying for grants — grant writing if you like. One of the speaker’s comments stuck with me and needs to be addressed. The comment indicated that success in being awarded grants is in part based on your ability to convince the grantor that you have the marketing wherewithal to make sure you use the money most effectively and can prove that the money will provide some positive results (see above). IMC is a natural. IMC offers more than 24 media types just about equally divided between digital and nondigital choices, many of which need to be used in unison to make the donor magic happen. Being aware of these choices and using the correct media and message for the targeted market reinforce your capability to make the most out of your awarded grants.
Social media
Social media is a powerful tool when it works, but does it work? As the title implies, “social” media seems to be a natural tool for fundraising. It is personal, friendly, responsive (in most cases), interactive and, of course, relatively inexpensive. But does it work for you? Maybe yes, maybe no. Linking social media into an IMC effort — combining the use of events, remarketing, direct mail and other legacy media — will increase your social response and contribute to that all-important ROI.
Events
With well-healed donors being requested to attend so many events, they will most likely attend the events that are within their donor sweet spots. Others may not have the time to attend the event but would like all the interaction and want to feel the pulse of the event, even if they cannot attend. Enter a new tool linked to IMC — “experiential marketing.” This highly interactive tool impacts all five senses via on-demand or customized streaming, or via video embedded into e-mails or other print- and digital-based delivery devices.
Integrated marketing communications, or integrated brand promotions (integrated fundraising communications), is the multivitamin and the future of marketing. Much like the multivitamin, dosage, ingredients and frequency may vary and affect the results. The true benefit of taking marketing multivitamins is their ability to time-release the correct level of a cure or preventive medication for your fundraising purpose. Time-released marketing to any market, any version, any need over a prescribed course of integrated interaction is a prescription for success.
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- Multichannel
Thad Kubis isĀ an unconventional storyteller, offering a confused marketplace a series of proven, valid, integrated marketing/communication solutions. He designs B2B or B2C experiential stories founded on Omni-Channel applications, featuring demographic/target audience relevance, integration, interaction, and performance analytics and program metrics.