"Track the donor, not the channel," to create effective nonprofit integrated marketing campaigns, recommended Sean Powell of The Engage Group, speaking at the DMA Nonprofit Federation’s Nonprofit Digital Day. Powell was joined on a Digital Fundraising 101 panel by Mikaela King, vice president of marketing at Defenders of Wildlife, who provided hands-on advice based on her organization's shift from structural division by marketing channels, such as direct mail and social media, to division by audiences, such as donors and advocates. "It’s not about how the organization is structured. It’s about what’s most important for the donor," explained King. "It is very hard to integrate marketing when you are not integrated internally." After restructuring for a donor focus, King advocated a three-step approach; first target the audience, then determine what you will offer, and finally create the messaging. It's especially critical for successful integration to sync data, added Heather Marsh of ABD Direct: "Make sure that your data is in line before starting a large integrated campaign. If you can’t really make sure you’re talking to people accurately, don’t do it." For more panel insights, read the Direct Marketing Association (DMA) report at http://thedma.org/advance/best-of-dma/insights-from-dma-nonprofit-digital-day-track-the-donor-not-the-channel/
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