In the commercial world, smart companies are thinking about their customers' experiences. Think the iPhone. Think Starbucks. They go beyond the mere utility of what they sell to something less tangible, more exciting. And they're making a ton of money doing it.
A Beautiful Experience challenges nonprofits to think this way at Breaking new ground for non-profits and donor experience management:
... put your donors at the middle of your planning process and create an experience for them that creates meaning in their lives. It's a shift in thinking that the world's most powerful brands have already adopted. It might be time that you took a look at it as well.
I'm trying to imagine what it would look like if a nonprofit put donors in the middle if their thinking. For some reason, all I can see is a mountain of revenue funding more good deeds than ever.
The organizations that pull this off -- putting donors in the middle -- will experience skyrocketing growth.
Throw off the tired belief that your mission and your donors are somehow at odds! Embrace your donors.
Raising money the old way (mass-market, low relevance, one-to-many direct mail) is getting harder and harder to do. The future lies with those who serve the donors.