Customer development with Not-For-Profits
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Customer development with Not-For-Profits

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Customer development with Not-For-Profits Customer development with Not-For-Profits Presentation Transcript

  • Ten minutes & four ideas onCustomer development
  • Start with a question. How many people have visited their website with a specific goal in mind?How many people have used their website to donate money?
  • We need to… update our website a new mobile app get social….Before you start on a digital journey, don’t start with what you want to build or how you are going to implement it,start by understanding the person-problem you are trying to solve. Why does anyone but you care?
  • Discovery ValidationCustomer development is all about starting with people who have problems: customers. Discover those problems,come up with hypotheses / solutions and test / validate them. Quickly.
  • Learn ConfirmMore simply put, learn and confirm. Learn about people, their problems, hopes, wants, needs, desires. From thisidentify opportunities and test them with those people…
  • Learn Confirm 1. Know your audience 3. Develop your ideas in rough 2. Get out of the building 4. Continuous testingBetter still, learn and fail fast. Here are four tips to get you thinking how to do this…
  • Tell me about youSo you’re a charity. Tell me about yourself.
  • We are a fully integrated, passionate, driven charity who are dedicated by all lawful means, to increase awareness, promote kindness to and alleviate suffering of all blah blah blah blahNow what does your website say about yourself?
  • So what? Who cares?Your digital presence is how people see you. It’s how they interact with you. Stop pushing your ideas and hoping theywill stick. Find out what it is about your BIG IDEA that people care about and build upon that
  • Sally. Potential donorAs a charity, there are lots of people who could care about you. All different…
  • Roger. Legacy leaverDifferent people have different aspirations, different goals…
  • Dan. PhilanthropistDifferent problems, different needs that you could address
  • George. TrusteeWho is most important?
  • Sarah. CorporateWho is most valuable?
  • Olivia. Potential volunteerWhat do they need?
  • Michelle. ActivistHow should you communicate with them?
  • Angela. Head of CSRHow should you interact with them?
  • All these people have GoalsKnow your audience. Know their goals. Prioritize.
  • 1. Know your audience know their goals Recipients Donors Supporting Doing Communicating & engaging Receiving Counseling Operating Training Advocating Donating Feeling KnowingHere’s a spectrum of visitor types. Each have discrete goals, discrete problems. Who are you going to address? Getthis framed then put some flesh on them…
  • Develop personas to describe them Pen portrait Knowledge of you Attitudes to giving Digital life Their needs, wants, desires: goals How can our digital presence support them?Go google design personas for more…
  • 2. Get out of the buildingNow you know who is important to you, who you think has the most pressing problem you could solve, or representsthe most valuable opportunity you could realize, go find them and talk to them…
  • “The future of fundraising is to stop interrupting what people are interested in and be what people are interested in” -Bryan Miller http://givinginadigitalworld.org/category/online-advocacy/page/2/And seek to understand them. Can you validate your assumptions with them? Do they have the problems youthought? Are they interested in you? Could they ever be interested in you? What do they need?
  • be what people are interested in Go find outFind out what they are interested in and how you can be relevant.
  • Go where the Have a hypothesis fishes swim Open ended Bring back & questions shareWhen you talk to them, have these four points in mind. Return to my blog –www.dancingmango.com/blog for moreinsights into these.
  • Person – Problem - SolutionYou’ve found the people. You understand their problems. Now work up the solution. See how much time and moneyyou’ve saved by not diving into the solution straight away! You’ve learned some great insights. Now apply them.
  • 3. Develop ideas in roughScribble ideas on paper. Draw sketches of screens, explore flows and interactions on the whiteboard, develop ideas inrough before committing to a solution.
  • “The wall is the new desk” Dave GraySee how it works…
  • Sketch your journeysAha! That works!
  • 4. Continuously testNow test it…
  • Watch people interact http://www.flickr.com/photos/lucamascaro/4641680255Test those sketches, get your target audience interacting with your prototype. Watch them explore other charitywebsites. Observe and learn.
  • Watch people interactGet a minimum viable product live as soon as possible. That means something that works, something that has qualitybut maybe not fully-featured. Stick google analytics or crazyegg on it and use those insights to continuously improve
  • Discovery Validation 1. Know your audience 3. Develop your ideas in rough 2. Get out of the building 4. Continuous testingGet a minimum viable product live as soon as possible. That means something that works, something that has qualitybut maybe not fully-featured. Stick google analytics or crazyegg on it and watch real people interacting for real
  • Learn Confirm 1. Know your audience 3. Develop your ideas in rough 2. Get out of the building 4. Continuous testingLearn. Confirm.
  • Talk. www.dancingmango.com/blogFour tips in ten minutes. But talking is better.