This recent Danish PSA has an important message – it’s easy to put people in boxes but those boxes can’t tell us everything about the people in them.
And it’s true. For a long time, our sector has carved up audiences using factors like age, gender and income bracket. These boxes work in a crude way but, in this new digital age of fundraising, we have more freedom than ever to speak to groups of people who share specific interests and beliefs instead.
What I think this PSA proves is that the idea of ‘Dorothy Donor’ won’t be around for much longer. And that maybe the future will be more about what donors like, rather than what they look like.
I like the sound of that!