Everywhere I’ve been this week fundraising
types have been talking about integration.
It’s a word that can be dropped into any
fundraising conversation to make the person that dropped it appear really
smart.
It’s a word that is meaningless unless
everyone in the conversation has a common understanding of what it means.
I
think integration for campaigns means…
Having a clear and single minded
proposition.
One that can be articulated in many ways in
many places to many people.
Integration
is not…
A logo.
A visual identity.
A strapline.
If you are integrating well you’re communicating
the same thing across multiple channels to multiple audiences in a variety of
executions. And everyone gets it.
If you’re integrating well all your
colleagues and all your agencies get it and are producing work that
effortlessly feels part of your campaign. Most importantly it doesn’t need to
be explained.
Good integration is more than matching collars and cuffs.
Good integration is more than matching collars and cuffs.
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