Marketing Your Knowledge
How to turn your knowledge into real action? Philanthropy - rich in learning, poor in sharing “We’re doing a horrible job as a field sharing what we know. We’re simply not reaching enough of the market.”
1. Solve problems or address needs faced by practitioners
• Funders need to make investments that make an impact in transforming communities. Currently this isn’t happening. • Profile Types of funders and investment strategy profiles • Capture investment strategies, recent year funding priorities • Take GGA participants through workshops to develop and share their responses • Build a funding investment profile and enhance with analytics and funder query capability
2. Begin with user segmentation 3. Build a market research base
4. Tap peer-to-peer networks as distribution channels • Work with GGA participants in pilot workshops • Have them invite their funding peers and colleagues • Deploy outreach strategy to engage ALL funders 5. Target opinion leaders • Identify funding equity brand ambassadors to 6. Start with small conversations and move outward 7. Create and capitalize on learning moments 8. Shape knowledge products using three techniques a. Clear messages b. Provocative arguments c. Memorable stories 9. Keep it short and simple, “push” and “pull” 10. Use multiple means
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FINDING YOUR FORTE STRATEGIC ARTICULATION
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