If your organization is like most nonprofits, your marketing communications includes various different channels like direct mail, drip email, social media, traditional PR, earned mentions, online and offline advertising, etc.
This is good because it shows that your organization has made an effort to embrace a wide variety of channels, hoping to engage with supporters from every angle.
But even after pulling all of these levers, results are still far less than expected.
A more integrated approach seems elusive, though you do have faith that an attained whole will produce more results than the sum sum of all these disconnected parts.
You must tear down your silos, and integrate all your marketing and communications. But how? Where do you start?
Marketing in the Round
Following are some of the ideas presented in MITR:
- Campaigns and channels are no longer effective as silos
- All marketing channels work better when integrated
- Optimizing your channels is about messaging as much as integration
- Your results are determined by how clear your goals are
- Your donors and supporters flows in from many directions
- A MOTR approach is about flexible communication, but strict about measurement and monitoring
The book also includes a collection of easy-to-understand charts, worksheets and exercises. In fact, each chapter ends with exercises as a way to immediately act the topics presented in that chapter.