Every online interaction -- from purchases on Amazon, to pages liked on Facebook -- create a highly personalized individual profile, and this profile is constantly changing and being updated the more individual data is gathered. In fact, the concept of having “online lives” is one that is becoming more tailored, and much more prominent due to this collection of big data.
Most charities understand the importance of building a relationship with their constituents. After all, charities provide high value for anybody who cares about a particular issue. One the key characteristics of good relationship is the ability to have a voice and to be heard, and to listen and to speak. When we think about the relationship of a donor and a charity in the context of the charities ability to listen and be heard, is hampered compared to what we would expect, mainly because there are very resources to listen and to engage a meaningful conversations. Charities haven’t had to listen to donors traditionally, but now the causes more diverse and demographics that give are shifting. Cashflow is quickly overtaking dollars raised as the single biggest threat facing charities.