Essentially for the AAVC I see our "products" as our teams and events. These are the things that donor funds will go to support. Conceptualizing these elements as "a bundle of benefits" is a little complicated but I think of the teams and events as different modes of outreach and advocacy for the sport of cycling. At a different level the teams and events provide a promotional outlet for the donor because the team uniforms and event branding can be used to incorporate the name and logos of the donor. Because we are implementing an acquisition/stimulate demand strategy our focus will be on 'search attributes' that we can demonstrate to potential donors before they make the donation. Examples of these attributes will be things like the number of members in AAVC and the number and attendance levels of events put on by AAVC.
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I think you should use the search attribute to give information on your benefits rather than providing metrics that don't mean much to donors. You should let the donors know the benefits you will be providing to your constituents if they donate money.
ReplyDeleteI agree with Pinar. The search attributes should not only include stats about how many people attend events but also why they should care. What kind of a difference do these events make the bikers' lives?
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