A Conversation on Integrated Marketing and Fundraising, Part 3

Sara Spivey: One of the other dimensions on that that we've seen work — it's not widespread but we've certainly seen it in a few organizations — is where some of these silos have shared objectives. So as opposed to the development organization and its three areas — major gifts, individual giving, planned giving, whatever — being very individually focused on, "I've got to achieve my objectives," it's having a sense of common objectives for the organization that they all contribute to. The objective here is to raise the overall water level. Me raising my end of the boat is not going to get us where we need to be without the rest. We've seen some organizations focus on what's the overall organizational objective, and that's how you're all going to be measured. You all contribute a piece, and we see that, but we're not successful unless we're all successful. That's been pretty effective.