connecting the connectors: integrating development and marketing to build relationships and...
TRANSCRIPT
![Page 1: Connecting the Connectors: Integrating Development and Marketing to Build Relationships and Communicate Values Sarah Schonberg Capstone Project Hebrew](https://reader033.vdocument.in/reader033/viewer/2022051621/56649ed15503460f94be0c91/html5/thumbnails/1.jpg)
Connecting the Connectors:
Integrating Development and Marketing to Build Relationships
and Communicate Values
Sarah SchonbergCapstone Project
Hebrew College and Indiana University
![Page 2: Connecting the Connectors: Integrating Development and Marketing to Build Relationships and Communicate Values Sarah Schonberg Capstone Project Hebrew](https://reader033.vdocument.in/reader033/viewer/2022051621/56649ed15503460f94be0c91/html5/thumbnails/2.jpg)
A Common Problem
• Often marketing and sales (development) are separate
•Widespread acknowledgement of benefits of integration
•Work is deeply interconnected• Lack of alignment ends up hurting organizational performance
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Achieving Integration
• Organizational structure• Process approach• 4 levels of integration: Undefined, Defined, Aligned, Integrated
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Integration for Nonprofit Organizations
• Two distinct audiences• Key Areas for Alignmento Donor and Market Researcho Segmentationo Messagingo Mediums and Collateral
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Using an Integrated System to Promote Values
• “People invest in things where they share values.” Matthew Grossman
• Donating helps people deepen their relationships with their values
• Clearly identify values• Jewish values add layer of complexity• Create hooks—ways external stakeholders can
continually connect with donors
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Analysis of BBYO
• Evolution of Development Communications
• Current process integration• Survey results: defined relationship
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BBYO’s Values
BBYO and its sub-brands focus on:• THESE VALUES–Friendships–Impact–Character–Confidence–Excellence–Jewish peoplehood–Making a difference in the world–Leadership
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Recommendations for BBYO
• Work towards an “aligned” relationship• Organizational structure • Process alignment
o Donor research o Segmentationo Messaging to segmentso Communicating using various mediao Collateral creationo Clarification and communication of values
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Special Thanks to
Avery Budman, Matt Grossman, Rachel Hochheiser Schwartz, Diane
Hockenberry, Rich Magjuka, Deb Skolnick Einhorn, Andrea Wasserman