13 elements to the philosophy of integration

By now, just about anyone involved in fundraising is aware of the concept of integration, of using all the media possible in order to maximize results.

Speaking during the DMA Nonprofit Federation conference, David DeBetta of Russ Reid said that although the term integration might be vague to some in the sector, there is actually a philosophy of integration that helps to make it clearer to understand and easier to implement.

The points of the philosophy are:

• The cliche is true: the total is greater than the sum of its parts.
• Not integrating is not an option.
• Donors don’t behave linearly.
• Layering and integration are different, but both are effective. Layering is the intentional coordination of timing between two or more media channels, regardless of the message. Integration is the intentional coordination and timing and messaging of multiple channels.
• Integrate at the beginning, not at the end.
• A master marketing calendar makes it much easier.
• Discomfort of “fussy” measurement must be tolerated.
• Aggregated results take precedence.
• Some channels generate interest, others response.
• Integration can involve as few as two channels.
• Leverage the interactions you understand.
• More touch points lead to more effective campaigns.
• Finally, the big one: Integration starts from the top down.