The Year's Main Marketing Messages

News flash: We're not in control. We can put whatever we want on our websites, but that doesn't mean anyone's listening. Not only that, our audiences are free to trash us to their 900 friends on Facebook. So don't dwell on what you can't command. Embrace the fact that in this new world, marketers and fundraisers are only half of a relationship with a prospect, supporter or donor. Our role is not to talk at people but to engage with them, listen to them, and build a rapport and relationship around what mutually matters.