The second step is to stop using fragmented systems that turn your constituents into irreconcilable carbon copies regardless of the channels they use. You need to have a holistic view of your constituents across channels, and it shouldn’t require a Herculean effort. Remember that integration is not about data — it is about leveraging information to take strategic actions. Organizations that treat individuals as individuals no matter the communication channel are best poised for success.
- Companies:
- Blackbaud
Steve MacLaughlin is the vice president of data and analytics at Blackbaud and best-selling author of “Data Driven Nonprofits.” Steve has spent 20-plus years driving innovation with a broad range of companies, government institutions and nonprofit organizations. He serves on the board of the Nonprofit Technology Network and is a frequent speaker at conferences and events. Steve earned both his undergraduate degree and a Master of Science degree in interactive media from Indiana University.