Stealing Secrets from Other Sectors

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Today’s edition of The Executiv was written by Corinne Rusch-Drutz, Executiv C-Suite member and a seasoned nonprofit C-suite leader.

Corinne brings a rare blend of strategic depth and creative vision to the nonprofit sector, with experience across healthcare, the arts, social services, and education - including roles at Kensington Health Foundation, the AGO, Baycrest, and YWCA Canada. As a published author, award-winning educator, and sought-after speaker, she helps organizations cut through the noise, build cultural relevance, and unlock opportunities for lasting impact.

I’m a big fan of stealing from retail. It’s probably not a very not-for-profity thing to say, but I actually think we should learn to steal more.

And by that, I don’t mean stuff or money. But good ideas from other sectors.

I’ve overstayed my welcome on more retail lists than I care to admit. Not because I’m too lazy to unsubscribe (ok, there may be some truth to that) - but more so because I’m interested in what retail is doing. Not what they’re selling. How they’re connecting. Where they’re doing it. And with what tools.

In saying this, I’m not suggesting fundraising orgs ought to invest in chat-bots. I’m not so sure they’d gracefully encourage someone to become a donor. Hi, I’m your virtual giving assistant. Can I help you make a major gift? Maybe not. But they’d be really helpful in healthcare for patients, families and caregivers planning medical appointments or looking into long-term care.

I’ve stolen in-app geolocation to get women to shelter and local medical services, pilfered remarketing targeting to bring people to art exhibitions, and built brand loyalty for end-of-life care. A collection of strange bedfellows? Uh, yeah. But also, meaningful touchpoints stolen from retail that have created a lot of impact.

Hairs could be spliced as to whether it’s stealing or adapting, borrowing or applying.  But regardless of whether the ideas came from in-app upsells, loyalty point programs, cheeky emails, or annoying SMS incentives, each has doubled down when applied to a great cause.

Admittedly, opting out more often would probably be better for streamlining the bombardment of ad noise and easier on my wallet. But it’s a very convenient way to steal great ideas. Ideas that set a spark, create ongoing conversation and connection, but with real people and important causes.

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