Show Notes
Colleen Cook is the Chief Business Officer for High Tide. We talk at length about computerwork vs peoplework, and how High Tide's unification of data makes data management universally useful for the entire nonprofit. Among the things we discuss:
Unified, comprehensive data for nonprofits: Nonprofits deal with a lot of data points, but too often that data is siloed, making it difficult to see the complete picture. Streamlined data allows nonprofits to make fully informed decisions about donor relationships, communication strategies, etc. This is especially important because nonprofits tend to deal with higher levels of employee churn, meaning that data points can be lost when employees leave the organization if streamlined processes are not in place.
Technology lag in the nonprofit sector: Nonprofits tend to be years behind other industries when it comes to technology development & adoption. Fundraising vs. sales: Fundraising and sales at times use similar strategies and concepts (i.e. digital engagement metrics) - but there are key differences when one asks for a donation for a nonprofit, compared to selling a product or service to a customer.
Donor experience: Every touchpoint with a donor is critical for nonprofits in order to maintain positive, lasting relationships within their donor revenue stream. Nonprofits should tailor the donor experience to each individual donor, with unique communication, requests, and touchpoints for each donor. “People give to people.”
Changing donor demographics: Nonprofits need to consider and begin establishing relationships with the next generation of donors. Trillions of dollars will be changing hands from current, aging donors to the younger generation (donors of tomorrow), and nonprofits need to establish those relationships well before they begin asking for money. Millennials and Gen-Z also have different expectations on communication, accountability, etc. than Boomers. All of this must be considered & acted upon by nonprofit organizations.
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