Philanthropy; Not Fundraising: How Inbound Marketing Enhances Opportunity for Human Connection
This is not the first time I’ve channeled Bob Dylan, calling for a change in the way fundraising and marketing is practiced in the social benefit sector. Because the times truly are a changin’…
Your sons and your daughters are beyond your command, your old road is rapidly agin’…
THEN: When I grew up in fundraising I had a shoe box as my database. I wrote grant proposals on yellow legal pads. When we got our first FAX machine I complained that now folks expected us to mail and FAX them (so double the work). When email came on the scene I complained that now folks wanted us to mail and FAX and email (so triple the work). But it was still the same old road of outbound marketing. At least I understood what it was all about.
NOW: We’re on a new road entirely. Because folks are coming to us. They’re telling us what they want. They’re defining our nonprofit brand. And they’re doing so in real time via a multitude of online channels and using a multitude of Web-connected devices.
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