We launched Client Path Marketing on the assumption it would be ideal methodology for small business marketing, and our terminology has leaned toward business-sector lingo. But the CPM approach works well for any organization that pursues relationships that gain value through time. The non-profit search for donor support is a perfect example: beginning with Strangers, moving to active Prospects, then first-time donors…hopefully on their way to enthusiasts for the cause that inspire others to give.
Not-for-profits often utilize volunteers, and the value of Client Path Thinking is equally clear; striving to increase engagement and personal investment, in the hopes of eventually having an active recruiter of new volunteers.
And of course many non-profits, like their business counterparts, serve individuals or organizations and strive for an increasingly closer, more valuable relationship. So, on reflection, the Client Path concept may apply better–at least across more categories of relationships–than is the case in many businesses.
As we stress regularly, all of this is meaningless theorizing unless someone tailors a communication plan accordingly and makes it happen. The micro-marketing concept certainly makes it possible; and common sense says that we should speak to a ten year veteran differently from a newcomer.
