In today’s digital age, nonprofits are held to a higher standard by the constituent, largely as a result of the increasing transparency of this connected world.
One thing this world enabled people to do is to fulfill a basic psychological need – the need to belong. More than ever, we have a desire to connect and to form relationships; with people and with the brands that we trust. Technology has been, and continues to be, an important vehicle in building these relationships.
The Constituent-Centric Approach
Over the past years, nonprofits have adopted the constituent-centric approach to establish deeper relationships – all to better engage constituents in their mission. But while you build lifelong relationships and secure resources for a better world, do you know your constituent’s mission in life?
Nonprofits increasingly know more about their supporters, but factual information like bios and wealth only go so far. To achieve a greater impact in the world, nonprofits must go beyond knowing the constituent. They must invest time and technology to understand them on a deeper, more meaningful level. Ultimately, nonprofits must become part of the constituent’s mission in life. Only when nonprofits gain this deeper understanding of constituents’ motivations can they nurture a relationship that encourages a constituent to trust a nonprofit’s intentions.
Becoming Part of The Constituent’s Mission
Becoming part of your constituents’ mission means capturing as much data as you can – but not just any data. You need to establish a 360° view of each of them, combining biographical information with interests, preferences, hobbies, and more. This comprehensive view of the constituent leads to unique insights that enable you to do more.
To achieve a greater impact in the world, it’s not just about engaging constituents in your mission. It’s about becoming part of theirs. Fulfill their mission, and you will fulfill your own.