A Conversation on Integrated Marketing and Fundraising, Part 3

FundRaising Success: How can organizations break down the silos to begin becoming an integrated organization?
Michael Johnston: My wife is a Glaswegian engineer, and as a Scottish person she said, "Effective change is a full-contact sport." Maybe she means rugby in her case. It means getting people in a room, and it's as simple as that. Change and integration doesn't happen unless you have a process to listen to people, see what the issues are, where are the barriers, and then you have to get everybody in a room. Then it's facilitating agreement — how do we realign and align properly to get this done or to do these things better? That's a strategic weakness in organizations who say we can just rearrange all this stuff on paper and with vendors, and we're going to do it.