Donor 3.0: Connecting with the prospects to today, and tomorrow
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Sametz Blackstone Associates CASE D1 27 January 2011 Donor 3.0: Connecting with the prospects of today, and tomorrow
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New expectations are emerging from the disruptions in our economy, our lifestyles, and the ways we communicate, and relate, with one another. Understanding how tomorrow’s donors are different from those of the past—how they live, how they communicate, and what they expect from their participation—will help fundraisers optimize their efforts to engage. This presentation explores the models, tools, and methods that development officers of the next decade must master to connect with prospects.
Transcript of Donor 3.0: Connecting with the prospects to today, and tomorrow
Sametz Blackstone Associates
CASE D1 27 January 2011
Donor 3.0:Connecting with the prospects of today,
and tomorrow
Eric NormanDirector of StrategySametz Blackstone Associates
Cathy CanneyDirector of Dean’s InitiativesMIT Sloan School of Management
Engaging alumni?
Being seen, heard, and remembered?
Getting credit?
Doing more with less?
Struggling to keep up with the pace of change?
Who is Donor 3.0?
Donor 1.0
Donor 2.0
Donor 3.0
What is the intersection of your vision…
yours
…and theirs?
Can you hear me now?
?
Has blended interests, and highly fragmented attention Swims in a mixed media / mixed message environment Has a range of engagement options Has heightened quality expectations Must be extremely selective
—What does your brand say about them? Doesn’t need you for information, or to effect change
—Doesn’t care about your top-down priorities Can’t identify with billion dollar campaigns
—Wants to understand how they fit in the plan
Donor 3.0
Toward a new model
Where’s the center of the universe?
From cycles…
…to iteration
From comprehensive case books to micro-cases Variable data in print and digital Analytics to refine performance Leverage others’ platforms Launch (and retire) initiatives swiftly
From cycles to iteration:
Are your donors a community or a list?
Help them fit in
Help them fit in
Be there on their time Create and sustain outposts Devolve leadership and control Be relevant to their personal priorities Give them a stake in the mission
Giving Donor 3.0 a voice
Stewardship is everyone’s job
Cross-channel brand & PR strategy Ignore functional boundaries Help everyone be better stewards
Getting everyone on board
Getting started
Ready to experiment?
“Know thyself”
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Build a framework.
Not a prison.
Establish—and join—communities
http://www.flickr.com/photos/10604632@N02/2673376797/
Play for those listening
One destination, many paths
Observe, analyze, and listen Build bridges from your island Be vivid and concrete Micro / focused campaigns Don’t overcommit; build on your strengths Don’t communicate in press release mode Create integrated ecosystem of experiences
—Shared conceptual framework or main ideas—Use digital to build credibility, gain access, and
extend offline experiences
Experiment, test, refine
Coordinate business and brand strategies Understand donor communication preferences Set goals at different time scales Participate in other communities Adopt an experimental mindset
Getting started
Questions?
For your reference…
Blogs & sites sametz.com/roundthesquare marketingprofs.com web-strategist.com twistimage.com/blog mstonerblog.com brasstackthinking.com philanthropy.blogspot.com philanthropy.com/blogs/social-
philanthropy nonprofitmarketingblog.com
Eric’s reader RSS http://bit.ly/ericjnorman-digitalmedia
http://bit.ly/ericjnorman-
sharedstories
Twitter @sametz @Philanthropy @kanter @npquarterly @p2173 @cspenn @jaybaer @conversationage
Eric’s philanthropy list twitter.com/#!/EricJNorman/phil-intel
A focus on social media…
Donor 3.0 article on Sametz.com
Who we are
Cathy CanneyDirector of Dean’s InitiativesMIT Sloan School of Management
[email protected] Mitsloan.mit.edu
Eric NormanStrategistSametz Blackstone Associates
[email protected] @ericjnorman www.sametz.com www.sametz.com/roundthesquare @sametz
