Leadership Series: Is Change an Uphill Battle?
The path facing marketers in nonprofit organizations over the next five years will be challenging — and replete with boulders to dodge and fast-moving streams to maneuver. Deck2
The difference will lie in how senior marketing executives direct their organizations’ initiatives in response to three overriding trends in nonprofit fundraising: disintermediation, diversification and deepening.
Trend 1: Disintermediation
The most significant trend facing the nonprofit sector is disintermediation — the increasing likelihood that donors and volunteers will dispense with nonprofit “middlemen” and go directly to the beneficiaries or advocates for their heartfelt causes. For marketers hiking the uphill path, this represents a major shift in the weather pattern. Those failing to recognize its importance — or worse, ignoring it completely — do so only at their own peril, and they place their organizations at risk.
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