From engaging to capturing – rethinking business models that stick
3/13/17 / Karla Raines
As a strategist, I’m frequently looking over the horizon to see what’s next. At other times, you’ll see me scanning side-to-side looking for forces that may be coming together in new or unexpected ways.
Sometimes hindsight puts much of it into perspective.
Looking back at 2008 it occurs me that I was well ahead of the curve when I designed Corona’s Synergistic Business Model. At the time I noticed that nonprofits like Habitat for Humanity of Metro Denver and companies like New Belgium Brewery – both former Corona clients I may add – had integrated engagement deep into their respective business models. Each realized that fostering loyalty, connection and contribution required a long-lasting approach to relationships.
They were smartly ahead of the curve.
Since then engagement has become top-of-mind for organizations. The old transactional approaches simply don’t hit the mark when people are searching for meaningful relationships and ways to make a difference.
Perhaps engagement isn’t enough.
We need to enmesh relationships into our business models.
- How are we using online communication channels to fully engage donors before, during and after a fundraising event? What is the immediate call-to-action waiting for them when they get home? Have we thanked them (enough)?
- What will define the patron experience from the first email message to the thank you note?
- How will volunteer love for us be returned in 3 months? 5 months? 1 year?
- Have we thought about the ways that a board member could entrap that new neighbor or business colleague into adopting our cause as their own?
Maybe it’s time to:
We need to activate our language if we want to activate our relationships.