All too often, fundraising and public relations are faced with the seemingly impossible task of integrating their respective business processes. The challenges faced by Canadian charities need not be seen, however, as “The Two Solitudes.”

Speaking at a NSFRE Greater Toronto Chapter Fundraising Day, Hal Koblin, Associate Director, University of Toronto Campaign, explained both functions. “Public relations involves broadcasting, general publications and media relations, with a primary focus on the community good. Development has as its focus segmented groups, and as a whole is much more goal- and measurement-oriented.”

Making the case for the integration of the two operations, Koblin stressed the important impact that public relations has on building relations with donors, particularly major donors. And he stated that development’s friendships with donors advances the strategic agenda of an institution. The goal is to get both departments to sing from the same hymn book!

Though donor relations is `narrowcasting’ driven by personal contact, and public relations is `broadcasting’ driven by the communications program, they intersect in the `The Giving Zone’, where both messages coincide, where `visits’ are strengthened, and where organizations can get more of a bang for their efforts. According to Koblin, “Both broadcasting and narrowcasting play key roles to ensure that donors believe strongly in the mission and in the strength of its institutional leadership. Both help donors to feel that their past support has made a difference, that past gifts have been well-managed, and that the institution has honoured all commitments regarding reporting and recognition. When the donor feels that the institution truly values their support, integration is working.”

In spite of persisting conflicts, Koblin urged advancement professionals to remember that the potential gains outweigh the challenges and that integration is scaleable; aim to utilize current programs more effectively before launching new vehicles, and focus on cultural change at the staff level. If you keep these pointers in mind, he says, you will advance in tangible ways.