by Ed Nicholson
Last week I was in a meeting with a major national non-profit organization. It’s a great organization, that’s doing notable work toward its very worthy cause. It’s full of thought leaders at the highest level.
The representatives meeting with me described a complex national strategy to address the issue at hand. One that was going to take the buy-in, cooperation, and financial commitment of a wide variety of stakeholders: government representatives, corporate partners, foundations and thousands of individual donors.
When I asked them about their online plans to take this strategy to their stakeholders, I drew a blank.
Their online communications strategy is the exclusive property of their marketing group–whose objectives are to create brand awareness and raise donations.
Not that there’s anything wrong with that, but…
They have thought leaders. They have a strategy. They have a message.
What would they have to lose by letting some of their thought leaders discuss that strategy online?
photo by PinkMoose–Creative Commons. Flickr