# Integrated fundraising: is it all it's cracked up to be?

- Link: https://fundraising.co.uk/2006/10/05/integrated-fundraising-it-all-it039s-cracked-be/
- Published: 2006-10-05T23:00:00+01:00
- Author: Howard Lake

The Institute of Fundraising London branch’s conference this week focused on integrated
fundraising, what it means and how it works.
Opening plenary speaker Alan Clayton
of Cascaid wasn’t sure it was really what people wanted. He said he began thinking
integration is a cool word, signifying joined-up thinking and communication. One
person had suggested that it may just mean that events fundraisers spoke to the 
direct marketing team from time to time.

On the downside it’s a scary thing, Clayton said. It stops things happening and 
involves taking something small that might be very doable and making it more complicated.

For an organisation it means integration between various departments -fundraising,
finance, campaigns, communications – but, he said There is probably more chance 
of stamping out Aids and curing malaria than achieving integration between fundraising
and finance departments.

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Where fundraising started as a really ‘integrated’ thing, we’ve spent the last 20
years doing the exact opposite of integrating, Clayton said, with the move towards
segmentation. Can we break down the silos that have been set up and reintegrate,
or is it too big a job?

Other speakers at the event included researcher Robin Jones of Milestone Research,
director of fundraising at Sue Ryder Care Eric Grounds and Kevin Kibble, managing
director of Fundraising Initiatives.

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