Be the change you want to see...

I've said it before. In fact I say it all the time. I am obsessed by the Bernie Campaign.

Who ever is making these films is a genius as most of them make me cry.

The reason I think they're so good is that they feel so real. We all know authenticity is critical to any form of communication for a charity or non-profit. But so many organisations, particularly political parties, struggle with it.

My hunch on why the Bernie team do it so well is that they have a huge and genuinely engaged community of people so desperate for Bernie to succeed. As the film says, "real change only comes about from the bottom up".

More than matching collars and cuffs...

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.