Why is it so difficult for nonprofits to implement a multi-channel communications / fundraising strategy, even though integrated campaigns have been proven to outperform single channel approaches? In the Agitator, Roger Craver says the main problem is silos, where departments operate separately from each other – even though this is directly opposite from how most constituents view an organization.
This point was driven home a few days later during a webinar by Convio and HJC on How Nonprofits Become Integrated Fundraising Organizations, which offered these tips on how a nonprofit learn to take advantage of the benefits of a multi-channel approach?
- Getting buy-in from senior management
- Planning / investing in systems and process to encourage departments to cooperate instead of compete
- Remove silos from teams and departments so they naturally collaborate towards mutually developed goals
My take: start by using an integrated editorial calendar which includes upcoming direct mail solicitations, email marketing campaigns, website updates, social media etc. Beth Kanter offers this way to get started (thanks to Lightbox Collaborative) This will at least avoid the embarrassment of saying different things in different channels. Then, make sure results are measured for an overall campaign instead of by department or by type of outreach. Constituents use many ways to communicate; it’s about time we did the same.
For a great primer on how to effectively use different communication channels together, view slides from Idealware’s recent webinar.
