Summary
In this Q&A session, Michelle Berriman interviews Shanelle Newton Clapham, the founder of Parachute Digital, a digital marketing agency. Shanelle shares her journey from journalism to marketing and digital, highlighting the importance of continuous learning and hands-on experience. They discuss the perception of digital agencies in the fundraising sector and the reasons behind their perceived expense. Shanelle emphasizes the value of trust and partnership in agency-client relationships and the need for organizations to invest in brand awareness and cause awareness. They also touch on the growing importance of digital fundraising, the role of online platforms in reaching older donors, and the significance of building relationships and being known in the fundraising space.
Takeaways
路聽聽Continuous learning and hands-on experience are crucial for professional growth in the digital marketing field.
路聽聽Trust and partnership are essential in agency-client relationships, and agencies can provide specialized skills and expertise that organizations may not have in-house.
路聽聽Investing in brand awareness and cause awareness can lead to easier conversion and retention of donors.
路聽聽Digital fundraising is growing in importance, and organizations should consider the online presence of older donors.
路聽聽Building relationships and being known are key to success in the fundraising space.
聽Sound bites
"I've never had such an amazing feeling. Like I've got goosebumps just talking about it because I don't think about it that often and that wasn't what I was expecting to talk about this morning."
"I think agencies are expensive. And so sometimes there can be that feeling of like, you say you want to do good, but you're so bloody expensive."
"The relationship is about probably more about the concepting and the strategy and testing things that you don't have evidence for."