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Integrated marketing - long the hallmark of successful corporations - is fast providing dividends in the nonprofit sector. An integrated marketing approach begins with research, continues with the crafting of a unified, institution-wide brand positioning, and develops into a powerful program of marketing and communications. Successful integrated marketing programs encourage all members of an organization's leadership and staff - not just the marketing and public affairs professionals - to understand their roles in creating productive, satisfying relationships with various constituencies. A carefully orchestrated integrated marketing program enables institutions to identify and involve new prospects; strengthen, relationships with existing friends and supporters; and reach goals in outreach, development, and visibility.
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