Time for Fundraisers to 'Shift & Reset'

FundRaising Success: Why did you write "Shift & Reset"?

Brian Reich: It was two things. One is I think a lot of the stuff that we are working on today and needing to focus on around how to address serious issues and how to figure out digital strategy in the context of more than just straightforward marketing is not being approached in the right way. There's a lot of tactical-level stuff being discussed. There are a lot of "here are the 10 things you need to do" or "if you get on Twitter everything will be solved" type of discussions. I think there needed to be both a realignment in how people think about these challenges and a sort of setup to what are ultimately very good and important strategic and tactical suggestions that if not taken in the right context can prove to be very challenging.