CASE D1 27 January 2011<br />Donor 3.0:<br />Connecting with the prospects of today, and tomorrow<br />
Eric Norman<br />Director of Strategy<br />Sametz Blackstone Associates<br />CathyCanney<br />Director of Dean’s Initiativ...
Engaging alumni? <br />
Being seen, heard, and remembered?<br />
Getting credit?<br />
Doing more with less?<br />
Struggling to keep up with the pace of change? <br />
Who is Donor 3.0?<br />
Donor 1.0<br />
Donor 2.0<br />
Donor 3.0<br />
What is the intersection of your vision…<br />yours<br />
…and theirs?<br />
Can you hear me now? <br />
?<br />
Has blended interests, and highly fragmented attention<br />Swims in a mixed media / mixed message environment<br />Has a ...
Toward a new model<br />
Where’s the center of the universe? <br />
From cycles…<br />
…to iteration<br />
From comprehensive case books to micro-cases<br />Variable data in print and digital<br />Analytics to refine performance<...
Are your donors a community or a list?<br />
Help them fit in <br />
Help them fit in <br />
Be there on their time<br />Create and sustain outposts<br />Devolve leadership and control<br />Be relevant to their pers...
Stewardship is everyone’s job<br />
Cross-channel brand & PR strategy<br />Ignore functional boundaries<br />Help everyone be better stewards<br />Getting eve...
Getting started<br />
Ready to experiment?<br />
“Know thyself”<br />33<br />
Build a framework.<br />
Not a prison.<br />
Establish—and join—communities<br />
http://www.flickr.com/photos/10604632@N02/2673376797/<br />Play for those listening<br />
One destination, many paths<br />
Observe, analyze, and listen<br />Build bridges from your island<br />Be vivid and concrete<br />Micro / focused campaigns...
Coordinate business and brand strategies<br />Understand donor communication preferences<br />Set goals at different time ...
Questions?<br />
For your reference…<br />
Blogs & sites<br />sametz.com/roundthesquare<br />marketingprofs.com<br />web-strategist.com<br />twistimage.com/blog<br /...
Who we are<br />	Cathy CanneyDirector of Dean’s Initiatives<br />	MIT Sloan School of Management<br /><ul><li>canney@mit.edu
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Donor 3.0: Connecting with the prospects to 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.

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  • How are our relationships between one another, and between us and organizations, changing?
  • Channels are making experiences ubiquitous and transparentBrand=communications=digital=social=personalMSPCA web examplePower of personal connectionsOnline–offline connections: local, personal scale, communitiesGreater media expectationsEvolving brand strategies Cause / news alignment
  • Your vision helps attract and retain..Because it creates value that extends beyond one-off campaignsresonanceCuts thru noise, influences beliefs and behavior
  • And those of your customers. Between what you do and stand for and what THEY value and want to achieve with and through your brand.They’re motivated by many different causes and feel they can have an impact on each of themThinking about family, society, values, and loyaltyYour BRAND, the sum of your words and actionsthe carrier of what you stand for, your: promises, expectations, experiences;capabilities, strengths, attributes;position in the competitive environment….The most important intersection these days (and always) is between your brand…
  • —Character—Expectations—HabitsGiving optionsYou’re not just selling a product, your asking for a relationship
  • Moving from EXPOSURE to ENGAGEMENTBut communicating to them about ourselves is easy, and for many it’s “what we’ve always done”But don’t assume everyone feels the same way, or feels that way all the time. Take nothing for granted. Join our storiesBe part of their brand: think mass audubon stickers on the subarus--what does it say about the person that they support you? what tribe are they identifying with? “People spread awesome; they don’t spread ‘this is ok’” but how you shape the story about what is awesome is important. What do you think people will spread? How will it reflect on them? What need do you fulfill?
  • Not about doing big things cheaply, but smaller faster lighter things with integrityNot all things to all people but tailored, focused, customizedDon’t put all your energy/ resources into something that will go out of date quicklyRightsizing commitment to assetsHMS sell sheets
  • Credibility through personal networksConsider reference behavior before buying decisionsSmall, local, frequent or ad hocThink about maximizing impact of small groupsDean’s weekends story—from big low value efforts to small high value efforts, making bigger personal impactCreate feelings of connectedness, specialness, belonging
  • Success in this new era isn’t about searing impressions. It’s about arranging them.It’s about creating a mosaic of inputs and ideas, carefully positioned relative to each other.
  • It’s about collecting all the pieces, leading a collaborationEvery communication…Every interaction…Is either building brand, or not..The question is, are your pieces adding up to a recognizable and meaningful whole?One greater than the sum of the parts?Be present in their lives: mobile, social, frequent, relevant, reciprocal“scalable intimacy” / be prepared to get personal—how will you manage that?Not just for fun, have a business case--if there’s no business case don’t do itbe there on their time, not yours / stratten: don’t get in their way of engagement / The like button and its meaningGet higher in their inbox: content marketing to deliver meaningful stuff
  • “you cannot not communicate” / How can you engage the rest of the organization in the stewardshipstrategy : donors feel it in every part of the relationship—including communicationsowyang “social business” (fundraising is a ‘social business’ )
  • Many right answers: you have to experiment“There is no one truth to this”It’s hard to know where to begin, just beginhave an idea of what success will look like, and try out tactics, have focused business goalsIf it helps, begin small and modestBe flexible, nimble, but true to yourself
  • Have a strong sense of your identityThis helps you relate to donorsThis doesn’t mean you should be so rigid that you communicate only one wayThat brand foundation, combined with those whom you serve, creates an identity that is (and SHOULD BE) as unique—and perhaps even as indelible—as a fingerprint. Own it.
  • Articulate long term strategic goals and short term tactical goalsGet stakeholder agreement on a brand voice / engagement policy(Messaging tips for social media)Engagement funnel / communication support along the wayHuman-scale campaigns: iterative efforts within strategic contextAnalytics / analysis / measuring all alongMatching medium to expectations
  • Your brand has to change to succeed. And the process that gets you there has to adapt along the way as well.Always innovateFind new ways to reposition yourself and prove your stewardship against the competitionPlan for the marriage, not just the wedding“The best customer is the one you already have”
  • community managerJoin other parties, you can’t jut throw your own, just like your board membersAsk questions along the way, crowdsource experiences and advice; new world, but how do we communicate that we’re not the only ones with the good ideas or that we are on a world stage of all working together? The way we are thinking about this at HMS is HMS is a convener, because of its reputation and strength. What we don’t say is that we are the only ones to have the answers. From a stewardship perspective, what’s the message: that we need our donor’s voices to be a part of our own
  • Change your expectations of your relationship with donor 3integrity, honesty, authenticity / you can’t fake it because you will be outedDon’t forget what you love, what you’re best at, what you’re committed toDont make promises you cant keepDon’t feel pressure to engage somewhere because it seems cool
  • Have a vision for where you’re going, share that, and offer many ways for your donors to get there with you
  • Donor 3.0: Connecting with the prospects to today, and tomorrow

    1. 1. CASE D1 27 January 2011<br />Donor 3.0:<br />Connecting with the prospects of today, and tomorrow<br />
    2. 2. Eric Norman<br />Director of Strategy<br />Sametz Blackstone Associates<br />CathyCanney<br />Director of Dean’s Initiatives<br />MIT Sloan School of Management<br />
    3. 3.
    4. 4. Engaging alumni? <br />
    5. 5. Being seen, heard, and remembered?<br />
    6. 6. Getting credit?<br />
    7. 7. Doing more with less?<br />
    8. 8. Struggling to keep up with the pace of change? <br />
    9. 9. Who is Donor 3.0?<br />
    10. 10. Donor 1.0<br />
    11. 11.
    12. 12. Donor 2.0<br />
    13. 13.
    14. 14. Donor 3.0<br />
    15. 15. What is the intersection of your vision…<br />yours<br />
    16. 16. …and theirs?<br />
    17. 17. Can you hear me now? <br />
    18. 18. ?<br />
    19. 19. Has blended interests, and highly fragmented attention<br />Swims in a mixed media / mixed message environment<br />Has a range of engagement options<br />Has heightened quality expectations<br />Must be extremely selective<br />What does your brand say about them?<br />Doesn’t need you for information, or to effect change<br />Doesn’t care about your top-down priorities<br />Can’t identify with billion dollar campaigns<br />Wants to understand how they fit in the plan<br />Donor 3.0<br />
    20. 20. Toward a new model<br />
    21. 21. Where’s the center of the universe? <br />
    22. 22. From cycles…<br />
    23. 23. …to iteration<br />
    24. 24. From comprehensive case books to micro-cases<br />Variable data in print and digital<br />Analytics to refine performance<br />Leverage others’ platforms<br />Launch (and retire) initiatives swiftly<br />From cycles to iteration:<br />
    25. 25. Are your donors a community or a list?<br />
    26. 26. Help them fit in <br />
    27. 27. Help them fit in <br />
    28. 28. Be there on their time<br />Create and sustain outposts<br />Devolve leadership and control<br />Be relevant to their personal priorities<br />Give them a stake in the mission<br />Giving Donor 3.0 a voice<br />
    29. 29. Stewardship is everyone’s job<br />
    30. 30. Cross-channel brand & PR strategy<br />Ignore functional boundaries<br />Help everyone be better stewards<br />Getting everyone on board<br />
    31. 31. Getting started<br />
    32. 32. Ready to experiment?<br />
    33. 33. “Know thyself”<br />33<br />
    34. 34. Build a framework.<br />
    35. 35. Not a prison.<br />
    36. 36. Establish—and join—communities<br />
    37. 37. http://www.flickr.com/photos/10604632@N02/2673376797/<br />Play for those listening<br />
    38. 38. One destination, many paths<br />
    39. 39. Observe, analyze, and listen<br />Build bridges from your island<br />Be vivid and concrete<br />Micro / focused campaigns<br />Don’t overcommit; build on your strengths<br />Don’t communicate in press release mode<br />Create integrated ecosystem of experiences<br />Shared conceptual framework or main ideas<br />Use digital to build credibility, gain access, and extend offline experiences<br />Experiment, test, refine<br />
    40. 40. Coordinate business and brand strategies<br />Understand donor communication preferences<br />Set goals at different time scales<br />Participate in other communities<br />Adopt an experimental mindset<br />Getting started<br />
    41. 41. Questions?<br />
    42. 42. For your reference…<br />
    43. 43. Blogs & sites<br />sametz.com/roundthesquare<br />marketingprofs.com<br />web-strategist.com<br />twistimage.com/blog<br />mstonerblog.com<br />brasstackthinking.com<br />philanthropy.blogspot.com<br />philanthropy.com/blogs/social-philanthropy<br />nonprofitmarketingblog.com<br />Eric’s reader RSS <br />http://bit.ly/ericjnorman-digitalmedia<br />http://bit.ly/ericjnorman-sharedstories<br />Twitter<br />@sametz<br />@Philanthropy<br />@kanter<br />@npquarterly<br />@p2173<br />@cspenn<br />@jaybaer<br />@conversationage<br />Eric’s philanthropy list twitter.com/#!/EricJNorman/phil-intel<br />A focus on social media…<br />Donor 3.0 article on Sametz.com<br />
    44. 44. Who we are<br /> Cathy CanneyDirector of Dean’s Initiatives<br /> MIT Sloan School of Management<br /><ul><li>canney@mit.edu
    45. 45. Mitsloan.mit.edu</li></ul> Eric NormanStrategistSametz Blackstone Associates<br /><ul><li>eric@sametz.com
    46. 46. @ericjnorman
    47. 47. www.sametz.com
    48. 48. www.sametz.com/roundthesquare
    49. 49. @sametz</li>

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