A Conversation on Integrated Marketing and Fundraising, Part 2

FundRaising Success: What are the challenges nonprofits face in integration?
Michael Johnston: One challenge is simply definitions. Are people even talking about the same thing when they talk about integration? Is integration about channels? Is integration about departments working together? Is integration about different levels of giving being connected? Integration around fund development and non-fund development? It's kind of like three-dimensional chess. We just need to define the chess board and be comfortable together. That's part of the work that the advisory board is doing, that together right now we're trying to get some agreement on these broad themes and issues and tactics, and then hopefully that will give more focus to filling in some of these gaps. That's one of the challenges, definition itself.