Rule 5: Include others in everything you do
As an organization that is seeking to benefit from membership in the social nation, relying on others in every part of your company is the only way to alter what you do and how you do it to generate new donors and increase gifts.
Ducati really personifies this strategy. In 2003, the company did away with its traditional marketing in high-end magazines and the like, and re-centered itself around community members, their needs, feedback and conversations. Ducati made sure that fans and owners could attend plenty of rallies, races, parties and bike shows, as well as become involved in an online community. Now, Ducati has become even more popular due to fan enthusiasm — and its products and services have improved due to customer feedback and suggestions!