DTV’s Nicola Long talks to Creative Director at Exuberance, Mary Anne Plummer, about why she is still optimistic about the future of fundraising.
Income is down, costs are up, the regulators are snapping and there's a new charity every time you blink. Why Mary Anne is still optimistic about the future of fundraising.
Nicola Long: Mary Anne, why is now an exciting time to be in fundraising?
Mary Anne Plumber: There are many reasons. The first is that a combination of data and technology is making it possible to interact with donors and prospects faster, more cheaply, and with tighter targeting than we’ve ever seen.
For me, the most exciting part is the interaction. Instead of pushing content at donors en masse and in bitsy campaigns, we can be consistent, dynamic and personal. There’s massive noise in the commercial sector about CX (customer experience).
Charities have recently focused on donor care, which is very similar – to survive and thrive we must give supporters a better overall experience.
AI is a servant to that CX master. I wish artificial intelligence had been called something better, like ‘the tech you…