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What can the presidential election teach us about Fundraising?
While we might not be campaigning for presidency, as peer-to-peer fundraisers, we are, in many ways, doing the same thing: finding people that believe in our mission and mobilising them to rally up others on our behalf.
It’s not the way we’ve always done things but it’s certainly the way we need to do things, if we’re to thrive in the sharing economy.
And if you were ever in doubt that supporters are changing, this week certainly proved it. According to the headlines, we’re on the verge of a new world order, where pretty much every traditional system has been disrupted.
We are now living in an era where power now longer belongs to the institution. It truly is ‘power to the people’. Fuelled by the digital revolution, this shift has forced us into transparency and given audiences the ability to influence other’s behaviour at the click of a ‘share’ button. As fundraisers, we need to be part of the online conversation.
And what the madness of the last 48 hours has also taught us, is that making assumptions about our supporters can have surprising and potentially disastrous consequences.
So, what do you get if you only focus on one aspect of a supporter’s journey? A skewed and very limited picture of their lives. What can one donation really tell us about a person?
The game changing insights only come when we’re able to access a 360-degree view of the people we’re trying to engage.
So how do we do it:
Get Physical. Step away from technology. Grab some butchers paper and post-its and physically map out your entire supporter journey. Then build a new journey – the one you’d like to see.
Identify the moments that matter along the way…. & what emotions you’d like people to experience at each point. This is crucial to create communications that truly engage your supporters. Remember Maya Angelou’s brilliant words “people will forget what you say, but they will never forget how you made them feel.”
Dashboard it! As a fundraiser your dashboard should be your number one ally. Lack of time is the #1 frustration of everyone we poll. It makes no sense to waste time on manual data manipulation, when you can get an instant 360-degree view of your supporters. Dashboards = immediate efficiency.
So, don’t waste time trying to gain insight from 1 piece of the jigsaw puzzle. Integrate your P2P technology into your CRM and see the bigger picture.
Here’s how it works:
So what are you waiting for? Let’s Make Fundraising Great Again!