I attended the Canadian Marketing Association Not-For-Profit Conference today. The best speaker by far was Michael Johnston from Hewitt & Johnston Consulting. Some of his key points which resonated with me are: (my comments are below each point)
- Online & offline need to be in sync
- Great point, too often a great campaign doesn’t deliver the results because the path to purchase (or in this case donation) is not clear or gets muddied by inconsistent communication across different media In his words, ‘Campaigns should Hijack the Homepage’
- Donors want more control of giving
- This is a trend we are seeing as well. People don’t want to give to an organization - they want to give where they can see results and to people/causes they have a connection with.
- The example he gave was Kiva, where a person in North American can give a loan to a single entrepreneur in the Third World.
- Virtual campaigns in isolation do not work as well as virtual combined with terrestrial
- I think this is a key area where organizations forget that tribes exist both in Real Space and Virtual Space. It is key to build a Tribal Strategy that looks at both.
In addition to Michael, Tara Wood from WWF Canada spoke about how she planned and executed the Earth Hour campaign in Canada- a campaign that had amazing results given the relatively small budget. A great case study - one I am sure we’ll discuss another day.
On the whole, I would say this event was definitely worth the time. It is good to see people starting to think around how donors organize as tribes. For those who couldn’t make it, please contact us (firstname.lastname@example.org) and I will be happy to discuss it in more detail.