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?
The problem is fundraisers are looking at the symptoms not diagnosing the root cause. It’s like taking the batteries out of a smoke detector instead of trying to find the fire.
Your donors… really are gold dust as it’s not what they give it’s who they share with…the time of the emotional fundraiser has come.
People care more about WHY we do what we do, rather than WHAT we do.