Integration Strengthens Fundraising Initiatives

Following are some tips to help nonprofits realize the vision and value of integrated marketing campaigns, as well as support fundraising efforts:

1. Use your Web site to its fullest.
The Internet is a critical medium, and the look and feel of an organization’s site should engage the target audience, not push it away. Many organizations have put off purchasing a content-management system; however, this essential function, which is tied to the database, can allow you to maximize the impact of creative content. Today’s CRM systems are enabling nonprofits to tailor online content to their customers based on individual interests. Web sites also can help organizations understand who’s interested in what and maintain information on customer preferences. Creative Web designs also should be included in an organization’s marketing storyboards. It’s important that a nonprofit’s Web site reflects the expertise and professionalism of its mail pieces.