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.
Now you have to work much harder to get my attention.
The clues to the future, and most importantly what you need to do now, can be found if you understand how we got here. And that understanding will spur you on to get cracking immediately.
What we are seeking to do is leverage the new rules of fundraising. So how do we do this?
It’s no longer a case of “Look at us”, me me me, but “This is something I think you will find interesting and here’s why …”
Can I indulge you in a couple of tests? It should only take a minute or two. No peeking now.