1. Humanity – Understanding human beings — really taking a deep, genuine interest in their wants, needs, desires, hopes, and dreams. The best way to do this is by employing feedback loops that capture self-reported information and nonverbal, digital body language (such as clicks, views, downloads, time-on-site, etc.).
2. Transparency – Openness builds trust. In 2009, Dominos Pizza’s stock price was $7.73. They employed feedback loops (by surveying their customers in 2008) and found that the quality of their products sucked! So they publicly admitted their failure and asked customers to help them fix the pizza. The result: Their stock price is now $134.34!
3. Authenticity – Too many people wrongly believe that marketing, by its very nature, should NOT be authentic. But just the opposite is what really works. According to KISSmetrics (a data intelligence company that delivers aggregate data and insights to turn online visitors into customers), “The more virtual our lives get, the more we hunger after something genuine. What people really want now is not just a product or a service, it’s an experience. An experience that is more honest and transparent …more authentic.”
4. Socialization – When exercise and carb counting apps started hitting our smartphones, some survived and many failed. For the survivors, what led to their survival was not the ease of use or the design of their tools but, rather, the amount of socialization they included. The apps that allowed users to socialize with others won. They enabled social communications such as encouragement and help from others.
How are you adding humanity, transparency, authenticity, and socialization to everything you do to raise more major gifts and uncover more hidden legacy gifts?
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