Industrial Training Report- AKTU Industrial Training Report
Integration afternoon 1 intro 6 july 2010
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2. Save the Children Toolkit Quest and Barriers Supporter Experiences Motivations and Values Integration: What it Means Emotions in Decision-making Influencing and Social Psychology Opportunities Influencing and Social Psychology Planning Tools
6. And our supporters are changing Valley of Death! Dorothy Donor Susan Supporter
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9. Transformational connection Low value High value Single product Multi products Transaction Relationship Aware Emotionally engaged Project responsive Brand loyal Supporter Ambassador Uninformed Informed Sceptical Trusting Activity Experience Moment Memory
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13. But it’s difficult Definition of value Supporter insight Managing data Ownership / responsibilities Supporter vision Supporter care strategy Integration with branches Communication strategies Shared objectives Consistent procedures Leadership Change management Organisational mindset Evaluation Integrated communications
Brand re-positioning – inside –out. Have to take existing supporters with you. BUT BRAND INTEGRITY Fundraising goals – not just integrated marketing, but organisational focus Supporter acquisition – lead-generation on the back of campaigns, emergencies Public support to leverage advocacy – “we have the numbers behind us” Consumer/public pressure on specific targets – petitions etc Supporter involvement – building your base. “capacity building your movement”
Brand re-positioning – inside –out. Have to take existing supporters with you. BUT BRAND INTEGRITY Fundraising goals – not just integrated marketing, but organisational focus Supporter acquisition – lead-generation on the back of campaigns, emergencies Public support to leverage advocacy – “we have the numbers behind us” Consumer/public pressure on specific targets – petitions etc Supporter involvement – building your base. “capacity building your movement”
And more: Outside – inside Passive – active Watching – involved Detached - belonging
If you’re not pulling together, you’re pulling apart.
Article of Faith! Intuition in need of justification. Cause and Effect? No, who is testing whole streams to prove it? But definitely building True Fans.
