First, let’s be clear. Integration is a buzzword and, by itself, it could refer to just about anything – systems integration, social integration, CRM integration, I am sure there’s much more! What I think we all really mean (among us marketing & fundraising folks) is integrated marketing and fundraising communications. Integrated across marketing channels and integrated messaging that both builds the brand and encourages action.

In today’s world, the online channel simply HAS to be the hub for all your marketing and fundraising efforts. This means that all your offline communications must direct online. (If you’re a fundraiser and/or marketer and another department controls the website – this is the first problem you’ll have to fix.)

So, why should you use multiple channels to get your point across?

For new customers/donors
It takes, on average, a minimum of 3 exposures to get an action. So – both FREQUENCY and REACH are important. If you are in multiple channels – direct mail, out-of-home, online ads and radio over a short timeframe – you’ll maximize your ability to get your message across and, as a result, maximize response.

For existing customers/donors
CHOICE is important. Give them an opportunity to take an action in the way that suits them best. If it’s on the phone, great. Online – even better. Through the mail? That should be fine too.

Some of the most successful consumer retailers in the US are the old school cataloguers – like Lands End, J.Crew, Sears. I get print catalogues from J.Crew, plus emails and the occasional ‘Thank You’ card. I can buy from them on the phone, online or through the mail. Each of these channels is well-developed, easy to use and consistent. J.Crew is always top of mind for me. That’s true integration.

Marketing and Fundraising Integration doesn’t have to be scary. Here are some simple things you can do to make it a reality at your organization:

1. When you ask your donors to visit your website from an offline communication (DM, newspaper ad, billboard, etc.), make it really easy for them to find what they’re looking for!

a. Keep the messaging consistent with your offline communications
b. Include the same visuals to reinforce your message
c. If your offline message is ‘Donate,’ make sure your Donate link is clearly visible and that, it actually goes straight to a Donate form!

2. For direct mail fundraising appeals, send follow-up emails as a reminder to donate:

a. Convey the same message in the email that was in the direct mail package
b. Provide prominent links to donate
c. Send an email approximately 2 weeks after the drop-date to yield the best results

3. Integrate all your online communications with social media:

a. Try using Facebook Connect and Facebook’s social plugins to link your website pages to Facebook’s open graph
b. Include Facebook buttons to like a page/share a page or offer the option to use a Facebook login to sign-in to your site
c. Learn more about Facebook Connect here: http://developers.facebook.com/blog/post/198)

4. Build a mini-campaign. Even with a small-ish budget, you can partner with a great agency who understands your objectives.

a. Use multiple channels targeted at a single market: email, microsite, billboards in limited locations and/or print ads in select publicatons, and online ads
b. Capitalize on donated space in addition to a small media spend

One last thought – it can feel daunting, but you need to buck up and face reality. I really do believe this strongly – the organizations that will be successful, and that will still be here 10 years from now, will have internalized INTEGRATION as the only way to talk to their donors and supporters. Agree? Disagree? I’d love to hear your rationale.

Further inspiration:
• Stephen Thomas – Buy A Kid Some Time for Kids Help Phone
• SOFII – PCRF Campaign From the Dead (UK): fundraising from beyond the grave

*With apologies to Kool and the Gang!