For the ideal donor to the AAVC (our customer in this framework), I've put together this five-box exercise to help with identifying the positioning strategy that the organization should adopt.
1. Current Do: I'm not a donor to the AAVC
2. Current Belief: I'm not aware of how to support cycling in Ann Arbor or the impact that my donation can have.
3. Consumer Proposition: Supporting the AAVC is a great way to support cycling in Ann Arbor and even a relatively small donation can make a huge impact.
4. Desired Belief: AAVC is a great way to support cycling in Ann Arbor and my donation can be very impactful.
Somehow this doesn't seem quite specific enough but maybe that's not the point of this part of the strategy development.
5. Desired Do: Donate to AAVC
Your current belief should rather be "I don't believe that my donation would have a benefit or impact". "I'm not aware" is not a belief, I think.
ReplyDeleteYour proposition should more be around the benefit you are providing to the constituents, and should emphasize your main variable since you are acquiring by stimulating demand.
The consumer proposition: what kind of huge impact can donations have? I'm still not sure what kind of benefit the donors get from donating to the Velo club.
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