The Conversation Economy

Posted by Connie Reece on April 25, 2020 at 12:52 pm

This morning I reread David Armano’s piece in BusinessWeek, “It’s the Conversation Economy, Stupid.” It’s an important read if you’re involved in any aspect of making the shift from messaging to conversational marketing. In fact, just click on David’s name in the Blogroll here and subscribe to his blog, Logic+Emotion; it’s well worth your reading time.

One of my clients is a nonprofit organization that relies on direct mail fund-raising for a significant portion of its revenue. I’m working with this client not only to make the appeals more conversational in tone but to increase interactivity in fund-raising — in other words, to build a community based on affinity to a cause.

Who is the most likely donor for your nonprofit? The person who has just made a contribution. Capitalize on this fact by reinforcing their sense of participation in a great cause. Invite them to help you build a community of like-minded people. Don’t bombard them with messages, but use all the tools at your disposal — direct mail, e-mail, telephone, SMS, social networks, events — in an integrated plan for continuing the conversation with your donors.

It takes time, planning and creativity to build a community around your cause, but the results will be gratifying — personally as well as financially.

Category: Conversation, Marketing, Fund-raising

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