Wednesday, April 8, 2009

all that glitters is not gold

Just received this announcement: "Finding the gold in on-line fund raising."
Is there growth in on-line?
Yes.
Is there opportunity in on-line?
Yes.
But don't get fooled into thinking that you can leave your fund raising or marketing brain behind in the quest for gold -- you'll be disappointed.
Stick to the basics... even on-line:
1. Brand differentiation: make sure your brand messages are strong, consistent and resonate with your customer/donor.
2. Product and pricing: understand that you have a product and it can be named. This is easy for organizations and companies that produce stuff (cars, widgets, food, houses...) but for companies and organizations that sell services and social services, it becomes more complex.
3. On top of selling a product, you sell value (that's called brand). This value sets you apart.
4. Speak clearly, directly and identify any action clients, customers or donors need to take.
5. Resist the temptation to use your web site for organizational natter -- the full web site needs to be written in client/customer/donor focused language.
The future is in digital applications. Mobile, web, social media -- the lines will continue to blur until we live in a ubiquitous smart phone. But principals of marketing and relationship building don't evaporate with a change of venue.
Remember.... all that glitters is not gold.

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