The Need for Integrated Marketing in Fundraising
"Integrated marketing communications is a strategic business process used to plan, develop, execute and evaluate, coordinated, measurable, persuasive brand communications programs over time with consumers, customers and prospects, employees, associates and other targeted relevant external and internal audiences. The goal is to generate both short-term returns and build long-term brand and shareholder value."
To help you understand the "why" behind IMC, you see key words from this definition — strategic, process, coordinated, measurable communications (message), targeting, relevant audiences, and short- and long-term returns — throughout this blog. Based on Schultz's definition, you can begin to decipher RIIM + DE + R + ROMI (Relevance, Integration, Interaction, Measurement + Dialogue and Engagement + Results and Return On Marketing Investment — aka RIIMDERROMI) and realize it is not a food source, but an entire marketing banquet that may be self-funding.
An added benefit of IMC is the ability to engage the donor on many levels and maintain, expand, target and solidify the communications and media based on the needs of the donor, a key element in our diverse society.
IMC is not perfect, nor is it the final stage in the evolution of marketing tools. In Darwinian fashion, it has adapted to include the emerging marketing technologies better than most other "standards." Indeed, IMC is like the theory of evolution in marketing — only the strongest, agile and most efficient media and tools survive.
Developing a dialogue, establishing a connection and extending the engagement are all key needs of any marketing and fundraising effort. Link these foundations with the direct benefits of IMC and you can see the need to try it. I'm sure you will like it.
Thad Kubis is 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.