In early 2010 – two years ago – Forrester Research wrote: “Changes to technology, media, and society at large have led the advertising industry into an ‘adaptive marketing’ era, defined by greater interaction with consumers and initiatives tailored to the individual. The era will see marketers (read fundraisers) create more holistic (read integrated), consumer-focused (read donor-focused) strategies, while abandoning ‘push’ marketing. Companies will also seek to create consumer ‘experiences’ instead of campaigns and change their strategies to reach ‘individuals’ instead of segmented audiences.”
Three things really pop out of that prediction:
1) abandon “push” marketing
2) create consumer “experiences”
3) reach “individuals” instead of segmented audiences
I really do pity the poor consumer product marketers today. Old line advertising (push marketing: as in push out your message) is fading in effectiveness. Telling consumers “what to buy” just doesn’t cut it anymore. Virtually nobody makes a serious purchase today without searching on the Internet for ratings, comparable products, and, of course, price comparisons.
A few companies get the “experience” part right (think Apple); most really struggle. Come on, a toothpaste experience?!?!
And targeting individuals instead of segmented audiences; now that’s a radical departure for marketers that grew up with an audience paradigm.
Nonprofit organizations are different. Nonprofits aren’t schlepping a product or service. With nonprofit organizations, it’s the cause.
And, ladies and gentlemen, the new adaptive marketing era which seeks to create an “experience” through tools and technologies is tailor made for nonprofit fundraising marketing which seeks to touch emotions.
Fundraisers aren't being manipulative. A nonprofit’s cause is all about emotion. That is what motivates individuals to give of their time, talent and treasure.
Are you beginning to see why I talk all the time about “The New Golden Age of Fundraising?”
I’m not making this stuff up. Forrester Research is an independent technology and market research company that provides advice on existing and potential impact of technology, to its clients and the public.
What we (you and me) have witnessed over the last two years has vindicated their prediction from 2010.
It’s time to make your move!
-Mike
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