Bud Light, Donor Avatars & Fundraising

As I record this, Anheuser-Busch, the parent company of Bud-Light beer, has lost $27 billion in market value. The losses began with the company’s decision to partner with a cultural influencer that was met with a backlash from a large swath of its customers.

It is possible that Anheuser-Busch was aware of the potential backlash, but partnered with the influencer, anyway. I could see this as a sign that the company is trying to appeal to a more progressive customer base. However, it is also possible that the company simply misjudged the situation and underestimated the potential for backlash.

I think the latter is the case and the whole situation caught them by surprise. The surprise revealed that they don’t know their customer base.

The controversy has shown the need for businesses to understand customer needs and preferences. More than ever, businesses must be aware of their customer segments.

What can fundraisers learn from the situation?

KNOW YOUR DONORS! You should have a donor avatar (profile) that helps you best understand your donors and the things that they value supremely. Having a donor avatar is something I teach in the second step of The Minor Touches Major Impact Fundraising Method that I teach. It is one of the four pieces of collateral that will ignite your visionary fundraising ability. 

     A donor avatar lists the facts that may be true about almost all your donors. These are the facts that distinguish them from the rest of the world.

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You can connect with David at www.davidoaks.net

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