That's integration in terms of marketing and communications; it's obvious to do and easy to write down or read in a text book, but in reality it's far more difficult to deliver. This can be because of the different channels in use, or because of the culture of the organisation, but the whole is worth more than the sum of the parts.
Integration of marketing and communications is key to getting the biggest bang for your buck, so you have to make sure you integrate all the disciplines at your disposal so they each buoy up one another. Moreover, in the voluntary sector we want to get maximum ROI by using the disciplines as a unified force rather than looking at them as sole disciplines.
So many organisations have different agendas and territorial workings. In the charity sector, we are all in it for the same goal – for us, to reach a future free of breast cancer.