Measures can change behaviour. Ask people to do new stuff but measure them the same old way is a recipe for either no change or confusion.
Both approaches work and perhaps in the short term they get a similar result but in the long term only one will be sustainable.
A brand should no longer view customers as targets = a charity should no longer view donors as targets.
The danger of business as usual is that it doesn’t encourage the mindset we now need.
If you think of digital as a channel it encourages you to think how I can I use it to target more people – so you think in numbers: how do we increase followers, capture more emails?
A wow thank you is a way for people to talk about you and build your reputation. A wow thank you will spread your story. And that’s the new currency – sharing.
Join me in 2017 as I unpack my five year experiment and help you with your quest
Charities need to view platforms like Just Giving in a different way. Not just as a conduit for someone doing a fundraising activity – but as a basis for someone to tell their story with passion about a cause that is close to their heart.