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.
Download a free copy of our One Voice best practice guide, a practical guide to getting buy-in for integrated comms and how to roll out the practice across your organisation, produced in partnership with GOOD Agency,
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