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Apple Marketing Blog

No Ordinary Disruption


 

June, 2019

Trends & Changes

According to Harvard Business School Professor Clayton Christensen, disruption changes an existing market, industry or technology and produces something new, more efficient and worthwhile. It is at once destructive and creative.

Disruption is transforming business models and value networks through technology and business innovation.

A recent study by Ernst and Young has identified three primary “forces” causing disruption. Technology, globalisation and changes in demographics.

Technology and in particular the Internet and digital innovation are speeding up communications, changing the skills workers need and business capabilities. 

It’s changing the very nature of consumption, competition and how markets work. 

The availability of information and ease of access is placing today’s consumers; employees and charity supporters in the driver’s seat. 

For example, the Millennials are demanding greater transparency in how their donations are making a difference.  Globalisation has accelerated in recent decades facilitated by technology and changes to trade rules.

Globalisation is creating new competitors, reordering supply chains and lowering price points. 

Charity supporters and in particular the Millennials are increasingly supportive of global causes, with the process being facilitated by technology through overseas networks.

Demographic changes include an ageing population that will transform everything from healthcare to real estate to workforces that will be dominated by the Millennials causing workplaces to be reinvented.

These trends and changes are presenting unprecedented challenges and opportunities to businesses and calling for agile responses based on data analytics and innovation. It’s easy to underestimate the pace of change.  Smart strategy and execution are no longer enough.

A “pitfall” for many organisations is that they are structured and incentivized to fulfill on the needs of their existing business model and processes potentially missing disruptive opportunities.

Responding to disruption

As organisations involved in fundraising, we need to be more proactive in addressing these challenges and opportunities.

We need to challenge entrenched thinking; shift perceptions, catalyse change and develop novel solutions for engaging supporters.

Responding to disruption is critical as everyone is affected…

By asking the right questions about the trends and other disruptive forces we may be able to get insights and develop some creative answers for formulating more effective approaches to fundraising.

This will not only provide a much-needed increase for return on investment but also provide the necessary platform for harnessing the opportunity of disruption.

Redefining our approach to fundraising

Some questions, we have been asking for quite some time now here at Apple Marketing Group is how can we grow our engagement, and integrate new technologies to increase the overall numbers of Gen X and Millennial supporters? Especially as we continue to see growth challenge’s using only traditional techniques and demographics.

It’s become apparent that we have been approaching our campaigns with the same value proposition across all generations including the Millennials.

As charity supporters, the Millennials for example, hold a very different set of values, expectations and motivation for donation.

Whilst the Baby Boomers are closely connected to the cause and are naturally committed to volunteering, the Millennials are not as connected to the cause and hold little brand loyalty.

But at the same time are highly connected and informed through social media platforms and want to make a difference in the world.

It’s clear that we need to redefine our value proposition not just for the Millennials but right across the board of demographics for more integrated and individualised approaches to fundraising.

This will require data analytics to inform learning to engage with supporters in new ways that will provide a better experience of their engagement with us.

Technology and digitisation will undoubtedly feature heavily in the value proposition for supporter demographics as well as new ways of connecting and building relationships.

Our Vision & Mission

Our vision is to provide charities with a sustainable fundraising solution and be the 'Champion for Charities'. 

And it's our mission that through collaboration and innovation, we become Australia's leading charity fundraising company.                                                                                                                                                             

Posted in: Apple Marketing Blog at 06 June 19

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