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Data is the new soil of business

August, 2019

 

You may not have a specific supporter experience strategy, but you will always have supporter experience regardless of whether it was intentional or unintentional.

One way or another, every campaign provides a supporter experience. In reality, you may not have total control over that experience but there are always opportunities to make it work for you as a fundraising charity.

With supporter demographics evolving. For example, Millennials becoming an emerging demography of supporters who are more discerning, savvy, and sophisticated than previous generations of supporters.

We need to be more committed to designing campaigns with highly connected supporter experiences backed by big data and data analytics. Data analytics can provide insights into supporter motivation, which can be used for developing actionable strategies embedded within campaign design.

Many large organisations across traditional industry sectors such as telecommunications, financial services and manufacturing are beginning to realise the importance of design thinking combined with big data.

The inter-connectedness between design thinking and big data is represented in a simplified version in the diagram below:

So how can you design an emotional experience?

The implicit challenge is developing the knowledge of what will work and what will not work in terms of emotional engagement and economic and operational feasibility.

I expect that this will be a learning process for all of us. It will both be challenging and rewarding as we explore new ways of engaging with supporters in response to a dynamic fundraising environment.

However, there are a few approaches that we could consider as we embark on this journey.

Empathy could be a first step in creating a supporter centric campaign design process based on supporter data analytics.

We need to be able to immerse ourselves in the physical environment of the supporter to have a deeper understanding of the issues involved in the complete supporter journey.

Second is high quality data. Big data and design thinking start with high-impact data that is business focused.

Third, there needs to be a strong business outcome focus.

Design thinking and data analytics have to blend to be solution focused and action oriented for maximum impact on fundraising outcome especially, return on investment.

Both design thinking and data analytics have to align with our strategic direction and the opportunities from the changing fundraising environment.

We hope that this will be the foundation for new and emerging revenue generating concepts that we will build upon over the coming years.

Fourth is supporter centricity. Supporter journey mapping can be used to illustrate an individual supporter’s needs, the series of interactions to meet those needs and the resulting supporter experience throughout the journey.

These approaches pave the way for us to engage with supporters in a more meaningful way and to build sophisticated platforms for fundraising, informed by data and data analytics.

This, I believe, will disrupt the old model of fundraising and pave the way for the fundraising of the future.

 

Darren Musilli
Chief Executive Officer
Apple Marketing Group                                               

Posted in: Apple Marketing Blog at 08 August 19

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