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”

33

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

canney@mit.edu Mitsloan.mit.edu

Eric NormanStrategistSametz Blackstone Associates

eric@sametz.com @ericjnorman www.sametz.com www.sametz.com/roundthesquare @sametz