Creative Destruction

“Too many important kingdom nonprofits aren’t growing.”

That’s the starting point for the latest feature article in the Christian Leadership Alliance’s Outcomes Magazine, co-written by Kelly Friedlander, of Prison Fellowship, and our very own Allen Thornburgh.

Kelly, who serves as Vice President of Marketing, Communications, & Assessment shares two examples of how Prison Fellowship has been able to reimagine and innovate for growth — both in in-prison programming and in donor fundraising.

Allen Thornburgh, who heads up our Strategic Innovation practice here at Masterworks, joins Kelly to suggest that one part of the lack of growth in the industry is a lack of “Creative Destruction.”

Creative Destruction. Wonder what that means? Then you are sufficiently teased! Head over to the article now — it’s a five-minute read that I promise you won’t regret.

Outcomes Magazine
Creative Destruction
Why it’s important for your nonprofit!
by Kelly Friedlander and Allen Thornburgh

If you’re still here…I’ll give you a hint — Creative Destruction has something to do with being willing to reconsider “The Thing That Got Us Here” in order to grow. But the key is not to just go with your gut, but to innovate in light of deep, specific audience insights. Which can only come from actually listening to your audience — whether that be donors, volunteers, customers, beneficiaries, etc.

After reading, if you’d like to talk to Allen directly, you can reach him at: athornburgh@masterworks.com.

Dave Raley

P.S. This Thursday, May 14, Allen and I will be giving a special seminar on how to do Audience Journey Mapping, which is a powerful tool to inform the kind of innovation discussed in the article. We would love to have you there. Save your spot for Journey Mapping: Understanding Your Audience right here.

Journey Mapping: Understanding Your Audience Thursday, May 14, 2020, at 9am Pacific. Join us to learn practical information on how you can understand, document, and then use your donor’s actual pathway from prospect to committed supporter to improve results, retain more donors, and even accelerate your organization’s growth. We’ll share real strategies we’re using right now with our ministry partners to help them grow both donor engagement and revenue.   REGISTER to save your spot today