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.
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.
Now you have to work much harder to get my attention.
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.
Do you have someone with the capacity to respond if an opportunity came in tomorrow?
To raise the most money and get the best overall return on investment we need to change.