A Conversation on Integrated Marketing and Fundraising, Part 1

MJ: If you just look at society itself, this phenomenon of, let's say, wiki science — for example, the University of Toronto is branding something called wiki science. There is a collaborative effort to identify and understand a bunch of different proteins. It's foundational science that's being done, and it's being funded by four absolutely cutthroat competitors in the pharmaceutical world. Competitors day to day are collaborating with researchers and the broader science community to tackle a problem that they can't fill in themselves. They have neither the resources nor the breadth of experience to tackle this. There could be proprietary things that roll out of the collaborative research. No one's naive enough to think that that won't happen. But I like to translate that to what we're doing over time, that it's kind of wiki-integrated fundraising.