As development professionals, you aim to successfully influence how your audience thinks and feels to get their support for your organization. A key component of reaching and influencing your audience through creative direct marketing efforts is by storytelling.
There is an old parable I have come across at various points throughout my career. I’ve adapted it for my work with nonprofits to illustrate the ability of vision and purpose to inspire generosity.
If your company serves multiple markets, the prospects you attract to your website can vary greatly in terms of their individual needs and areas of interest. A diverse or expansive product line brings additional complexity to the task of quickly getting the right content to the right prospect, at the right time.
Live experiences are one of the most powerful ways for institutions to bond with their most important communities. For campaigns in higher education, no single event or series of events sets the tone more than the campaign kickoff.
Early in my career, every time I brought up the idea of brand development, I was greeted with one of three general reactions. The reaction I loved the most because of the instant affirmation, “Awesome, I can’t wait. We need this so much.”
