A Conversation on Integrated Marketing and Fundraising, Part 2

MJ: Just picking up on that, another thing we're agreeing on as the advisory board is this issue of change management. Integrated fundraising, integrated marketing is going to demand that organizations change the way that they do business, whether that's governance, organizational structure, human resources, skills-training culture. In the commercial world, they've been through this, and we're just starting to go through it. The advisory board knows that that's one of the pillars we need to look at — the organizations themselves and the change-management issues around how do you become an integrated marketing organization, because for most organizations, they're not right now. So that's important, and then within that, just people — skills, development. Do people have the right skill sets to do integrated marketing? I think there's a huge gap there. We're going to take some time as an advisory board having some people take a crack at that. It can be as practical as job descriptions, and it can go much beyond that. That's going to be fun, taking a look more closely at that.