A Conversation on Integrated Marketing and Fundraising, Part 2

Sara Spivey: The third one I'd add is even if you can practically get to a common glossary and some common processes, the tools that are available getting better. The amount of data and the amount of analysis that needs to be done to really accelerate an integrated marketing effort isn't always easy to get or easy to share. There's a whole area, and my presence on the board is really related to the right tools for the job and how you propagate tools usage, systems usage, process usage to make this easier. One of the reasons why this is kind of the Holy Grail is it's not easy to do.