According to Karen Armstrong, one of the key takeaways from the past year is the imperative to focus more on the experience and emotions of supporters.
There are many lessons we can take from 2016 to inform our future strategies but the past year has been especially important for focusing on developing supporter-centric organisations.
This is not a new concept. In fact, it is one of the fundamentals of marketing. However, as our organisations grow, as financial pressures increase and as technology continues to rapidly change, it is easy to be distracted.
What is different now, however, is the increasing need for impact measurement, the consequences of government reform (consider the NDIS and aged care), the heavier reliance on bequests and the evolution of traditional nonprofit practices towards digital innovation – all of which are transforming the practice of giving.
It is no longer enough to create brilliant fundraising practices by channel as these are becoming increasingly hard to…