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

 Connecting the Connectors: 

Integrating Development and Marketing to Build Relationships 

and Communicate Values        

Sarah SchonbergCapstone 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 Alignmento Donor and Market Researcho Segmentationo Messagingo 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 Segmentationo Messaging to segmentso Communicating using various mediao Collateral creationo Clarification and communication of values

Special Thanks to

Avery Budman, Matt Grossman, Rachel Hochheiser Schwartz, Diane 

Hockenberry, Rich Magjuka, Deb Skolnick Einhorn, Andrea Wasserman