A Conversation on Integrated Marketing and Fundraising, Part 2

FS: What are some best practices you've seen for integrated marketing and fundraising?
MJ: I mentioned Geoff Handy and HSUS. That's a prime example of an organization that has been through organizational change driven by senior management to be more integrated. It goes from making sure the right people are in the right positions. It means senior management makes sure that the culture and even the day-to-day structure is integrated — Geoff has something called the nooner. The nooner has been an integrated meeting between cross-departmental leaders looking at different campaigns and issues. It may not even be sitting down [for a long meeting], but having a 10-minute meeting once a week or so just looking at are we integrated, how are we working better together? That organization has done a good job because senior management understood what it means to be integrated on a number of different levels, whether that's tactical channels or organizational culture. There aren't a lot of organizations that have done that. There are a lot who see integration on that tactical channel level and stick a bunch of channels together, but it's a heck of a lot more than that.