Common Challenges and Shared Solutions: Corporations and Nonprofits on Donor/Customer-Centric Marketing

Presentation Summary: As technology advances, consumer expectations of personalization and good customer experience are increasing. Customer centricity is proven to drive sales and retention. For nonprofit fundraisers, it is worth remembering that donors are consumers, and their expectations of well-targeted, personal treatment from brands, profit or nonprofit, are the same.

However, implementation is complicated. Marketers in the for-profit sector report that their greatest barriers to customer centricity are siloed working and lack of the right skills, organizational understanding, platforms, and systems. Sound familiar? Nonprofit marketers & fundraisers list similar challenges. This workshop isn’t just about digital marketing; it’s about bringing commercial and nonprofit marketing professionals together to learn from each other.

In this session, you’ll hear how direct-to-consumer companies (D2C) such as Amazon and DAZN establish the necessary critical enablers to drive revenue through customer centricity. They will explain how they manage key areas such as data, MarTech, skills, ways of working, and organizational culture and structure to deliver the customer experience that drives sales and retention. To illustrate how applicable these insights are, you’ll explore a case study from a nonprofit that transformed from traditional channel-based fundraising operations to a more agile, responsive, data-driven, and donor-centric environment.