Intercept. Interpret. Invite. Intrigue. Inspire.
If you’ve studied your audience carefully enough, intercepting its best members becomes affordable and cost-effective.
Interpret: Having won some initial attention, the next requirement is to offer real value to your prospect. Many nonprofits essentially are in the information dissemination business. But simply furnishing information about human rights abuses, promising health research or global warming, etc., while necessary, no longer is sufficient. There are too many alternative — and free — sources of even arcane information out there, mere clicks away.