Thanks to the FICenter, I’m half way through what’s been dubbed as "the most important business book since The Tipping Point." It’s called The Long Tail by Chris Anderson and if you have not read it yet, I highly encourage you to pick it up. Even though it focuses on for-profit entities, the book clearly defines our new culture and the growing trends of doing business in the future.
It’s made me consider the importance of the below (and I’m not even half way through the book) —
– Audience segmentation by affinity and shared interest, not geographic segmentation
– Affording the option of self-selection and options yields success given the rise of support for niche efforts
– The power of online marketing and e-revenue opportunities
– The ability to generate large income from volume of small sales
– The importance of donor & volunteer retention and engagement
In chapter 5 the author notes: "Google doesn’t doesn’t try to force things to happen their way. They try to figure out what’s going to happen, and arrange to be standing there when it does." I love this notion. Now the $50K dollar question — how does ACS do this? How do we arrange ourselves to be standing "there" when our next donor or volunteer reaches out to us?