Five Good Ideas

Engaging donors

Published on 15/01/2013

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.

Ashwin Joshi

Executive Director, Schulich MBA Program in India

Ashwin Joshi is the Executive Director of the Schulich School of Business (York University) MBA Program in Mumbai, India, where he is responsible for all aspects of the program. Prior to this role, Ashwin served as the Director of the MBA Program at the Toronto campus of the Schulich School of Business for five years. In total, has has taught across the BBA, MBA, PhD, and EMBA programs at the Schulich School of Business for 15 years. Ashwin’s teaching has been recognized by the students at both the BBA and MBA levels with the Seymour Schulich Excellence in Teaching Awards. In addition to teaching at Schulich, Ashwin is especially proud of his association with the Kellogg-Recanati EMBA Program in Israel where he teaches a course in Marketing Strategy. In addition to academic teaching, Ashwin has also been involved extensively in executive education through the Schulich Executive Education Centre (SEEC). Ashwin’s research focus is on new product development and innovation, and he has published on these topics in leading marketing journals, including the Journal of Marketing and the Journal of the Academy of Marketing Science.