Any strategy for a campaign, such as an annual development campaign, must have clear goals, methods and measurements, along with intelligent and efficient use of resources. Sometimes elements that aren’t always easily defined or measured are important, too.
Sometimes those elements can’t even be anticipated and are only recognized as they arise.
They are the intangibles and they are everywhere.
Speaking during the Association of Fundraising Professionals (AFP) Fundraising Day In New York 2016, marketing specialist Guy Kawasaki said that the intangibles play a big part in ensuring success. They might be overlooked during the planning process, because they are difficult to define, but they can make a big difference.
Kawasaki detailed some of those intangibles:
As we celebrate our 36th year, NPT remains dedicated to supplying breaking news, in-depth reporting, and special issue coverage to help nonprofit executives run their organizations more effectively.