Here’s what my dear friend and colleague, Kivi Leroux Miller, said when I asked her to share the most important takeaway from her just-released 2014 Nonprofit Communications Trends Report:
In far too many organizations, communications/marketing staff and development/fundraising staff aren’t talking or cooperating, and in the worst cases, are working at cross-purposes. Your goals don’t have to be completely in sync, but they must be aligned.
Oh yeah, they do. If your goals—and all the activity that flows from them, both marketing and fundraising wise—aren’t aligned, you won’t get anywhere with your outreach on either front. Actually, the impact will be far worse than that—you’ll alienate prospects and supporters by confusing them with an inconsistent experience, a proven recipe for pushing folks far, far away.
Kivi’s must-do recommendation comes from learning that communications directors and development directors vary widely in their take on:
- Top goals
- What content types they’ll spend the most time on
- What type of content generates the best results.
That’s not a problem, as long as those goals and content are coordinated in way that’s mutually supportive. But, all too often, that’s not the case. Get those goals aligned pronto!
Dig into the Report for more detail on this disconnect (pp. 18-19) and other crucial conflicts in perspective (by role and by level of expertise) that are barriers to your marketing and fundraising success. Knowing what the problems are is the first step in fixing them.
More guidance on closing the marketing-fundraising divide:
- 4 Ways to Keep the Marketing-Fundraising Love Alive
- 4 Steps to Moving Your Marketing and Fundraising Teams to a Productive Partnership