Connecting the Connectors: Integrating Development and Marketing to Build Relationships and Communicate Values Sarah Schonberg Capstone Project Hebrew College and Indiana University

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

Achieving Integration Organizational structure Process approach 4 levels of integration: Undefined, Defined, Aligned, Integrated

Integration for Nonprofit Organizations Two distinct audiences Key Areas for Alignment o Donor and Market Research o Segmentation o Messaging o Mediums and Collateral

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

Analysis of BBYO Evolution of Development Communications Current process integration Survey results: defined relationship

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

Recommendations for BBYO Work towards an “aligned” relationship Organizational structure Process alignment o Donor research o Segmentation o Messaging to segments o Communicating using various media o Collateral creation o Clarification and communication of values

Special Thanks to Avery Budman, Matt Grossman, Rachel Hochheiser Schwartz, Diane Hockenberry, Rich Magjuka, Deb Skolnick Einhorn, Andrea Wasserman