This document outlines how marketing and development teams can better work together. It discusses conducting an audit of current efforts, developing an effective case statement and campaign in a collaborative way, and defining roles and communication. Key recommendations include planning together early, agreeing on goals before tactics, valuing different expertise, setting honest deadlines, and ensuring open communication to build trust. The presentation provides examples and lessons learned from case studies to illustrate how strategic alignment can strengthen outcomes.

1. “Marketing and Development Working Together”
Aspirational and Inspirational Case Studies
NACCDO PAN Annual Meeting
April 2014
Cindy McGirk, Manager of Strategic Initiatives, Moffitt Foundation
Suzanne Grant, Director of Strategic Communications
Kelly Cunha, Manager of Marketing and Web Strategy
Katy Jones,

2. BRING IT!

3. The Marketing and
Development Relationship

4. What to Expect from Today’s Session
• Why Marketing and Development Relationship is Important
• Phase One: Auditing a Story Unfolding
• Phase Two: Developing the Case Statement and Campaign
• Working Together: Defining the Relationship
• Small Groups - Idea Sharing
• Working Together Better

5. Phase One: Auditing a Story Unfolding
Phased approach
 What’s working?
 Content Marketing: Building Up your Reserves
 Securing ambassadors
 Lining up donor stories
 What’s the impact?
 Content curation to support both
development and marketing
 Translating science into the “pitch”

6. What’s working now?
• Measuring effectiveness
not only on delivery, but
on process as well
• Get input from the entire
team
• Tap board members and
other key stakeholders

7. Building stories about why we’re here

9. Content Curation –
Not Reinventing the Wheel
News
releases, Research
briefs, faculty
profiles
Social media
content
Media talking
points
Donor letters and
proposals
Online feedback
from donors
Board member
visits and
outreach

10. Lessons Learned
Don’t confuse trendiness with effectiveness
Engage your Board early and often
Let the strategy drive story selection
Seek out stories that accomplish the needs for both
development and marketing

11. Phase Two:
Developing the Campaign and Case Statement
Phased approach
 Case Statement
 Getting the Board “on board”
 Gaining Momentum
 Engaging the Bigger Team – your organization!
 Going Digital

12. Phase Two:
Developing the Case Statement and Campaign
(10 min.) Kelly
Case statement process and best practices
Lessons learned
Showcase Comprehensive Campaign materials: 10 x 13, Momentum, giving site

13. Developing the Case Statement Together
A. Support Foundation’s requirements
B. Evaluate the Message:
o Past: A Quick Look
o Present: Glance at Current State
o Future: Press the Need
C. Create Brand Voice

16. Phase Two:
Developing the Case Statement and Campaign
(10 min.) Kelly
Case statement process and best practices
Lessons learned
Showcase Comprehensive Campaign materials: 10 x 13, Momentum, giving site

18. Lessons Learned
Understanding :
• Campaign goals and strategy
• Team and defining roles
Making time to plan collaboratively and get buying from
players and leaders on the plan
Uncovering the true timing campaign and deliverables
• Soft launch
• Board launch
• Roll out

19. Case Studies: Phases 1 &2

20. Marketing and Development
Small Groups
Discuss:
• What works well?
• Challenges
• Obstacles to collaboration
• Best practices
• Lessons learned

21. COLLABORATION
"Gettin' good players is easy. Gettin' 'em to play
together is the hard part."
- Casey Stengel, Yankees Manager

22. Top 5 Ways to Work Together - Better

23. It is never too early to
plan…collaboratively.

24. This is not a fast food restaurant.
Discuss goals and objectives first;
not tactics and actions

25. Don’t assume marketing/PR activities.

26. Opinions and expertise are not the
same.

27. Agree to honest deadlines and
stick to them.

28. Communication = trust.

29. Recap – Top 5 Ways to Work Together
1. It is never too early to
plan…collaboratively.
2. Don’t assume (and “sell”)
marketing/PR activities without
agreement.
3. Opinions and expertise are not the
same.
4. Agree to honest deadlines and
stick to them.
5. Agree to honest deadlines and
stick to them.
6. Open, honest communication is
crucial to build trust.

30. Collaboration: The Lion and the Eagle

31. Thank you
Cindy McGirk, Manager of Strategic Initiatives, Moffitt Foundation
Cindy.McGirk@Moffitt.org
Suzanne Grant, Director of Strategic Communications
Suzanne.Grant@Moffitt.org, 813-745-1524
Kelly Cunha, Manager of Marketing and Web Strategy
Kelly.Cunha@Moffitt.org, 813-745-4222
Katy Jones, Director of Communications and Marketing,
UNC Lineberger
Katy_Jones@med.unc.edu, 919-962-3405