How to connect in a stormy future

Organisations must find new ways to reach out in an increasingly crowded marketplace  

 
Today, we live in an instant gratification society with more choices than ever before. As the communication age evolves, our choices as to how we receive our information and entertainment have grown exponentially as well. Consequently, the competition for our attention is daunting. Companies fight this battle every day, wrestling for awareness of their products, increasing share of wallet, sharpening segmentation strategies and expanding customer base.Non-profits are no different and face precisely the same challenges, often without the leadership skills of for-profit companies. Chief executives in the non-profit sector tend to have the relationships and humanitarian instincts that are fundamental to a cause. However in today’s world, they must also have business acumen, critical strategic thinking skills, and the ability to develop the next generation of leaders and managers throughout their organisation.

Patrick McCrummen

Patrick McCrummen has been vice president of communication and marketing at the American Red Cross in Washington, DC. He has led media relations and public affairs efforts for some of the largest disasters in history, including the September 11 attacks and the South Asia tsunami in 2004. While contributing this article Patrick McCrummen left the American Red Cross to found his own company, the McCrummen Group.