At the end of this month, we will witness one of the biggest transformations in our country’s history when Barack Obama steps in as the first black president of the United States. Obama’s election represents a sea change for our country in race relations. It also represents a sea change in marketing, communications and fundraising for success.
Regardless of your organization’s size or mission — and regardless of your politics — there are important lessons to learn from this historic campaign. I’ve listed some of them here; ignore them at your own risk.
1. Your donors aren’t listening to you.
They’re listening to what their friends, family members and trusted advisers say about you. We’ve all heard the reports: People don’t trust institutions like the federal government, corporations and even nonprofits. This begs the question: Who do we look to when we need to make decisions about how to vote, donate and behave? Who do we trust? The answer: our friends.
There’s no doubt that we are not the only, or in many cases, the leading, spokespersons for our causes. We are all just small nodes in a global conversation. Follow the model of the Obama campaign by 1) listening to what your stakeholders are saying about you; and 2) joining their conversations.
2. Millennials are the future.
If you weren’t already convinced, you should be now: Millennials rule! The fact is, they might well have decided the election. But if you’re like most nonprofit organizations, 15- to 25-year-olds don’t account for a significant portion of your donor base. You can’t afford to ignore these 75 million Americans. Find ways now to tutor and be tutored by these future leaders. This means, in part, learning their language, like how to communicate via social networks and text messaging. It also means being more open, immediate and transparent in all your communications.
3. The Internet = more than a PC.
Part of the reason that the Internet is so powerful is because it’s everywhere. And while most Americans still use computers as their primary method for accessing the Net, don’t overlook the growing importance of mobile communications. According to Wikipedia, almost 800 million people accessed the Internet via phone in 2007. And we all know that short code 62262 played a prominent role in the Obama campaign. Get ready to capitalize on the power of the new “small screen” by beginning to build your opt-in text-messaging list today and registering your preferred short code.
Hitting the Email Inbox
Hitting the Email Inbox
Email Marketing that Works (2nd Edition)
Art & Science of Multichannel Fundraising
