Andrew Taylor on the Business of Arts & Culture
www.artsjournal.com/artfulmanager/
home (mobile version) | about this weblog | about Andrew Taylor
Same as it ever was
Posted: April 13, 2007
[ view a fully formatted version of this post ]
A post at the Donor Power Blog posits that all the chatter about a next generation of marketing (''marketing 2.0'') and the related talk about ''fundraising 2.0'' are ignoring a fundamental point: no matter the medium, the basics remain the same.
...all of that is less important than what's always been true: If you want to motivate people to give, you have to:
- Find the right people.
- Tell a rip-roaring story.
- Show them how they can make a difference.
- Make it clear what happens if they don't.
- Make it easy to give.
And while I might add a few addenda to that list (''Steward their gift with sincerity and care," "Show them the difference they made," and "Make it easy to give AGAIN"), I'll admit they have a point.
It's easy to get lost in the tools and transitions of engaging and audience for earned or contributed income. In the end, it's all about the same thing.