It's downright biblical. In the new marketing world, the more you give up control, the better you do. That's what A.G. Lafley, president of Procter & Gamble, said in his keynote at the ANA (Association of National Advertisers) Masters of Marketing conference (as reported in the AttentionMax blog. Check it out:
We must move beyond transactions and to more meaningful relationships. Must achieve right balance of being in touch and in control. The paradox is that the more we are in control, the more out of touch we are. The more we give up control, the more we become in touch.
This from a guy who sells soap!
He's right on the money. And if P&G needs to do this, nonprofits need to all the more.
What might "giving up control" mean for nonprofits? Here are some ideas:
- Let donors decide how often, when, and by what methods you communicate with them.
- Let donors direct their giving to specific projects or areas.
- Encourage donors to tour your facilities or projects.
- Ask donors for advice.
- Have a money-back guarantee for donors.
This is the future of marketing and fundraising. The sooner you get started, the better you'll be at it when it becomes the price of admission!