United Way Invests in CRM — March 10, 2008

“The donor landscape is changing. How donors expect to be treated, how they view their money and their relationship with an organization is fundamentally different from five to 10 years ago, and most nonprofits have not changed their business.”

“There’s a lot of mindset change, and people are asking, ‘How can you prove that my donation is making a difference in the area I want? Plus, that donor landscape is so competitive right now. Everyone is so passionate and there are so many charitable organizations, a company has to find out what’s relevant and make a personal connection.”

 

 

 

Belief System: Consumers of faith are often misunderstood — Nov. 2007

"Faith-based marketers tend to forget the fundamentals of Marketing 101, which is understanding people demographically, understanding their behavior and past transactions with you, understanding attitudinal elements beyond the faith, and their economic capacity – can they buy your product?”

“You need to put a more holistic view of the customer in place – understanding how faith and core values drives consumer behavior is important and difficult to do.”

 

 

 

Clarity Group client, Church Initiative, profiled in November 1, 2007 issue of DIRECT magazine. Read the article by clicking the link. http://directmag.com/online/marketing_faith/index.html

 

 

Clarity Group’s Craig Wood on Values-based Marketing — July 2006

“[The benefits of values-based marketing] is emotional connection. People feel more passionate about their values and beliefs than they do about almost anything else … and if you are able to connect with someone on the level of what they believe in and what their passion is, you have a greater likelihood of developing a longer-lasting bond, a greater likelihood of having them see you as more than just fulfilling a product, but helping them fulfill a cause.”