Everyone is a channel is not peer to peer. It’s not “network marketing”. Everyone is a channel changes the rules of communication. It changes everything.
A brand should no longer view customers as targets = a charity should no longer view donors as targets.
Question those assumptions we often take for granted. The rules are changing and we need to change with them.
We need to shift from thinking “How can we target as many people as possible?” to your supporters thinking “I want to listen to what you have to say”.
Africa. It’s amazing. People living in poverty are incredible. But look at our fundraising wrappers and the way we market Africa. It is full of pity and guilt, sad music and serious voice overs.