Dedicated to Discovering How People Make Choices
Nonprofits have a significant marketing challenge since all of their value is intangible. So it’s very important for their marketing strategies to be built on an effective value proposition.
But many nonprofits are still relying on "best practices" for fundraising rather than keeping up with an evolving marketplace.
Austin McCraw, Senior Director of Partnerships, MECLABS Institute, was a keynote speaker at the 2017 Nonprofit Innovation & Optimization (NIO) Summit. He talked about value proposition — the foundational concept that all other marketing strategies and ideas stand on.
You might be thinking that you already have your VP in place. Well, McCraw says that a value proposition is not a vision, not a mission statement, a cause, a slogan or a business model, but rather, a reason in the mind of the customer to choose you.
Watch the video to learn how to design a value proposition that attracts customers — or, in this case, donors.
We need to stop trying to get our value propositions into our campaigns: we must get them into the minds of our potential donors. — Austin McCraw
In the video, you can learn:
What 15,000 Commercial Experiments Reveal about Why People are Chosen
Watch a video replay of Flint McGlaughlin, Managing Director, MECLABS Institute, at Harvard University discussing why people are chosen by employers, schools, voters and even lovers.
Designing a Value Proposition to Attract New Donors
Austin McCraw, Senior Director of Partnerships, MECLABS Institute, was a keynote speaker at the 2017 Nonprofit Innovation & Optimization (NIO) Summit.