When asked to write about what Integrated Marketing means to me, I thought immediately of the first task we have as an industry -- collaborating to develop a shared meaning. Until we create shared meaning, we cannot advance our collective capability around the discipline.

So, I won’t just offer up a proposed definition for discussion. But if I did, it would read something like this:

Integrated Marketing Communications is a customer-centric, data-driven method of communicating with the customer. IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. Such efforts create and nourish profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialog with them.

Before debating this definition, I challenge us to first create a shared meaning from the perspective of the customer or donor: 

• What does Integrated Marketing mean to our donors, volunteers, ambassadors, board members -- anyone who is connected to the nonprofit organizations our industry serves? 


• How does the donor want to benefit from Integrated Marketing? 


• How will Integrated Marketing lead the donor to a deeper connection to nonprofit organizations?

As industry leaders, we need to frame the discussion around the donor instead of the mechanics, tools and processes we use to make it happen.

Yes, we understand the shifts in the marketplace that have caused Integrated Marketing to become a primary strategy for marketers -- from mass media to niche media; from awareness/general advertising to data-driven, targeted marketing; and there’s the explosion of the Internet. Yes, we understand the barriers to effective Integrated Marketing, such as functional silos within marketing departments, or the proliferation of single-discipline agencies. And yes, we understand the benefits to nonprofit organizations -- connecting with and influencing the customer at each stage of the buying process, nurturing and building the organization’s relationship with donors over time, increasing ROI because various channels “collaborate” to create an effect that is greater than 1 + 1 = 2.

But, do we understand what the donor wants to experience from Integrated Marketing?

People want to feel good about the charities they support. They want to feel and be connected to their charities and causes. They want to be assured that their dollars are being put to good use. They want to know they are doing good in the world. Just ask them.

So, how can Integrated Marketing meet the donors’ needs? That is the conversation I suggest we commence.