#2: Design For People
[Editor's Note: This is the second in a series of blog posts expanding on this year’s peer-to-peer fundraising trends, as presented from the main stage of the 2015 Peer-to-Peer Professional Forum Conference and unpacked in our e-book, The Expansive Impact of Peer-to-Peer Fundraising].
I have been out of college for a few years now – four to be exact – and though many of the academic lessons I worked so hard to learn have long since been forgotten (sorry Art History 211), a few important teachings have stuck with me. One in particular came from a marketing professor of mine, who constantly stressed that the key to effectively communicating with your audience is to listen.
Back then this felt like a novel concept, for in many ways marketing feels like a one-way conversation. We brainstorm a campaign, schedule the messaging, and deploy the communications, all within the confines of our office and organization’s internal plan. But in reality, successful campaigns are built upon a dialogue between the organization and its audience, and of those, the most successful are constituent focused.