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Integration: breaking down the silos


26 February 2015

An integrated, audience-centred approach to communications can assist charities in delivering on a range of aims simultaneously. It can help communicators achieve deeper engagement, greater coherence and improved efficiency. But just how is this Holy Grail achieved? 

We examined integration at a strategic, organisational level with examples of how charities are organising themselves and changing cultures and minds to help departments work together to better achieve shared goals. We also explored integration on a more practical level with a look at messaging, targeting, channels, systems and processes. 

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What do we mean by integration?
Vicky Browning, director, CharityComms

The cycle of integration: five key areas to consider
John Grounds, strategic marketing and communications consultant

We’d love to take a more integrated approach, but…
Matthew Sherrington, managing director, Inspiring Action Consultancy

Taking stock – integration at Oxfam
Jack Lundie, communications director, Oxfam GB

Tools for better joint working – influencing culture, policies and practices
Rebecca Walton, head of brand, Unicef UK

RNIB – integrating across channel and function
Natasha Dickinson, group head of marketing and communications, RNIB

How Friends of the Earth restructured to encourage integration
Joe Jenkins, director of fundraising, communications & activism, Friends of the Earth

A journey to joined-up thinking
Zoe Grumbridge, head of fundraising and communications, Refugee Action

Impact and evaluation
George Ames, associate director, Forster Communications