Integrated Marketing for Nonprofits | npENGAGE

Integrated Marketing for Nonprofits

By on Jan 31, 2012


Convio and eleven other organizations recently joined forces to create the first-ever Integrated Marketing Advisory Board (IMAB) for the nonprofit sector. Organizations participating in IMAB with Convio are: Amergent; Avalon Consulting Group; Barton Cotton; CDR Fundraising Group; Donordigital; Grizzard Communications; hjc; Merkle; Russ Reid; SCA Direct; THD.  Now, you may look at that list and say, “Wow, don’t they all compete?” and the answer would be, “Yes, we do”.  But that’s the beauty of this group—we are leaving that at the door and really working together to try and advance what ALL of us feel is a critical factor for success for our nonprofit clients.  And we recognize that the sum of our knowledge is far more powerful than each of us as individual organizations.

As IMAB Chairman Michael Johnston of hjc says, “Integrated marketing is quickly emerging as an essential approach to constituent engagement for nonprofits. With the advent of social media and mobile technologies, more and more donors, volunteers and advocates are using multiple channels to interact with the nonprofits they support. It’s critical for nonprofits to understand those different channels, the relationships across those channels and to engage with their supporters across multiple channels.”

Convio’s recent survey, Integrated Multi-Channel Marketing, supports Michael’s statement. In the survey we found that organization size and integrated marketing sophistication do not correlate, and that leadership focus, the right metrics, processes and technology are essential to success.

A main component of IMAB is our blog. There my fellow board members and I aim to foster discussion and dialogue across the sector, and provide insights into integrated marketing and outline the tools and channels to get the job done. At the end of the day, we want it to be the go-to resource on integrated marketing for the nonprofit sector.

My first IMAB blog post is the tale of two retailers: one that can’t remember that my husband and I have different last names and one that can. You guess which one my Visa bill is more loyal to. The lesson, as I state in my post, is: “a commitment to building an integrated marketing experience and really understanding your buyers or donors is the best investment you can make in long term marketing return and customer loyalty.”

Read more and start sharing your ideas about integrated marketing by visiting the IMAB blog.



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