When is a Fundraiser like a Policeman?
You may be wondering if the pressure of all those May 25 consent deadlines has sent us a little loopy.
No, this is what we really asked a room full of fundraisers and marketers. We’d got together in pursuit of an answer to the question: ‘What does fundraising look like in a post-GDPR world?’
In the search for insight our voracious Planning team at GOOD regularly scours: trend reports, research studies, marketing theory and fundraising best practice.
But Bobbies on the beat? Not so much.
Let me tell you — enlightenment can come from the most unlikely sources. We recently found out that the Metropolitan police takes a novel approach to prevent crime. In a radical move, they bring together cops, psychologists and behavioural economists to unlock smarter solutions.
Together this problem-solving crack squad identified three key factors: environment, perpetrator and victim. They may be of equal importance, or one may come to the fore, depending on the specific situation. But the fundamental model was always to look properly at these three factors and understand the drivers behind each of them.
The Met ended up handing out lollipops to noisy clubbers in city centres on their way home.
If you want someone (drunk) to stop talking; asking them is unlikely to get you far. Especially if you’re in uniform. So, give them something that will keep their mouths shut — literally.
This model also stamped out street gamblers duping the never-ending supply of London tourists out of their precious sterling. Because while they appear to be harmless performers, they are in fact often raising cash to feed up into a toxic chain of organised crime. How do you stop this when the victims are too embarrassed or transient to complain?
Hire real magicians to stand in the same locations, doing the same tricks for free, and explaining how the con works. Don’t go after the con artists; absorb the supply of innocent victims.
Where exactly are you going with this? I hear you ask.
Well we might not be magicians, and we don’t often hand out lollipops. But at GOOD Agency we know a practical and innovative approach when we see one.
We took the three-pronged model to look differently at fundraising problems. This time our drivers are at audience, brand and market context. This same approach of understanding the real roots behind a challenge unlock smarter strategies.
So how do we look at the post-GDPR problem in the right way?
Audience — do you truly know and understand what makes your supporters tick, and how that might be evolving?
Brand — what is it that makes you unique? Why should I feel that you are worthy of my support?
Market context — what’s happening not just in our sector; but in the wider world? How confident are people feeling, or what makes them worried about the future?
Determining which of this mix of factors is most important — and why — unlocks the creativity and confidence to come up with great solutions. In this brave new world, we must work harder to command our audience’s attention, and we may only get one chance to connect. Let’s make it count.