Accenture – the world’s largest consulting firm – says that we’re in the era of the “nonstop consumer”.
According to their website, “A customer’s path to purchase used to be linear. Now, enabled by technology, the customer experience and journey is dynamic, accessible and continuous. Marketing, Sales and Service executives need a new model that can help them become and remain relevant in a world where every customer is a digital customer.”
I agree. And I think this applies to donors too!
Their website goes on to say, “The traditional demand funnel is too slow, too static and too generic to be used as the foundation for marketing, sales and service strategies. Now, consumers are continuously in the channel. They frequently re-evaluate their decisions and the alternatives. As a result, evaluation—not purchase—is now the focal point. To be differentiated, companies must embrace the new dimensions of the nonstop customer journey.”
Change the word consumer to donor.Â
The 24/7 donor is here. Are you ready to embrace the new paradigm? Or are you stuck using a traditional, slow-moving demand funnel that is static and generic?
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Could not agree more Greg. It’s why I’ve written “R.I.P. Donor Pyramid” and talk about what I term the new Fundraising Energy Vortex. https://clairification.com/2021/08/23/r-p-donor-pyramid/ Yes! Consumers (aka donors) are continuously in the midst of the swirling storm; the closer they swoop towards the center, the more engaged they are. Don’t look at the bottom or top of the pyramid, ladder or funnel. Look straight into the eye.
Of course, I already know we think alike. 😉
Right on Claire!