Every day, we live in two worlds, one physical one and one digital.
Because of technology, these two worlds blend seamlessly from experience to experience- a coffee meeting in person in the morning, a zoom call in the afternoon. We say we had “two meetings” today and move on with conversation- the physical and digital worlds merging together.
2020 and 2021 transformed consumer and donor behavior as organizations were forced to reconsider their engagement strategies. As the masses moved to digital engagement, the donor’s expectation for personalization increased far more than most brands were ready for. Overnight, donors expected organizations to remember who they were, where they donated from, and why they gave. This shift has implications that accelerate the potential for connecting with people in meaningful ways.
It’s an amazing time to be a storyteller. There are more moments that matter and more screens to share those stories than ever before.
As storytellers, it’s our duty to connect people with our brand and mission through those moments. What separates the good from the great storytellers is the unflinching focus on the person we are communicating with. This dedicated focus shines through when we do one important thing- personalize our messaging.
When we keep our gaze on the person we are telling the story to and make it personal, we can win those moments and win supporters for life. This promise of personalized outreach has quickly become the status quo for retaining support.
In 2022, it will be more important than ever to personalize our messaging, and I wish you the best of luck in your efforts to do so. We are here to serve you in any way possible to achieve this.
P.s. If you “buy-in” to the personalization hypothesis, keep reading the other articles from this series.