Engaging donors

Engagement translates into resources (e.g., donor attention, donor time, and donor money). As such, engaged donors represent a strategic asset for nonprofit organizations. Using long established marketing principles, Ashwin Joshi identified five ways in which your organization can develop a mutually fulfilling relationship with donors. He provided a framework and conducted a workshop to put the framework into action.

Five Good Ideas

1. Find your Linda
2. Articulate a clear and compelling value proposition
3. Align activities with the value proposition
4. Co-create activities with Linda
5. Share benefits with Linda

Five Good Resources

1. Christensen, Clayton M., Scott Cott, Taddy Hall (2005), “Marketing Malpractice,” Harvard Business Review, 83 (12), 74-83.
2. Ramaswamy, Venkat and Francis Gouillart (2010), “Building the Co-Creative Enterprise,” Harvard Business Review, 88 (10), 100-09.
3. Porter, Michael E., and Mark R. Kramer (2011), “Creating Shared Value,” Harvard Business Review, 89 (1/2), 62-77.
4. Kim, W. Chan and Renee Mauborgne (2005), “Blue Ocean Strategy: From Theory to Practice,” California Management Review, 47 (3), 105-21.
5. Kim, W. Chan and Renee Mauborgne (2002), “Charting Your Company’s Future,” Harvard Business Review, 80 (6), 76-82.