Syncresis, LLC

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In recent work that Syncresis has done in the foundation / nonprofit space, we’ve come to a number of conclusions about the intersection between a consumer brand, in the for-profit space, and a mission, in the NFP space. By using brand-focused tactics to create engagement around organizational missions, you find four interesting points of resonance: Think of your online user experience as a tool for converting “receptives” into “actives.” In other words, focus on motivating people who are likely to engage in an organization’s mission and bring them to a point where site visits persuade them to participate -Take a broad view on participation. It goes beyond donation and sign-ups, to other engagement behaviors, including frequent repeat visits, longer stays on the site, sharing content with others, and joining active conversations (discussion, forums, etc.) Perhaps our next steps, as a firm but also within the community of nonprofit marketers, should be to systematize these observations into clearer, actionable best practices, to be shared within the broader spectrum of philanthropy.

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