TheGivingConference: MoreThanMoneyJournalContentAndMarkets

No diff available--this is the first major revision. (minor diff, author diff)

ISSUE: More Than Money Journal

PARTICIPANTS: DrakeZimmerman, RaejeanKanter, LoraineMartin?, BrandonPenzenik, LaureDillon, KathleenTomshack, CharlesMaclean

SUMMARY OF DISCUSSION, KEY POINTS, CONCLUSIONS, ACTIONS:

This was an informal discussion of strategic questions for the More Than Money Journal and I (Jeff) am very grateful to all of you for your enthusiasm, support, and insights. We focused on mission and market. Most of the people in the group had not heard of More Than Money before the conference, nor had they had a chance to read the Journal yet. This made the question of mission, and people's first impressions, the dominant themes. Among the many helpful points were:

The mission needs to be more succinct.

There was positive reaction to defining the mission as "promoting service, giving, and ehtical choices about money."

Concerning market, focusing on high net worth indidividuals might leverage more resources more quickly, but a broader audience has more potential to achieve long term social change.

Marketing to youth, beginning in college and on into early career, was recommended as an important market.

The Journal was seen as generally a high quality product with the potential to be an important platform.

Though we didn't get to explore it, a suggestion was made that for marketing we think about four things: hands, eyeballs, non-readers, and so what (what do we want people to do after they read it.)

We also had some free wheeling conversation about the history of More Than Money organizational, the various ways in which we've tried to market to date, the lessons learned from that marketing, and ideas about distribution channels.