The Goal: Who are you trying to change? What observable actions will let you know you’ve succeeded?
The Strategy: What are the emotions you can amplify, the connections you can make that will cause someone to do something they’ve hesitated to do in the past (change)? The strategy isn’t the point, it’s the lever that helps you cause the change you seek.
The Tactics: What are the actions you take that cause the strategy to work? What are the events and interactions that, when taken together, comprise your strategy?
An example: Our goal is to change good donors to our cause into really generous donors. Our strategy is to establish a standard for big gifts, to make it something that our good donors aspire to because it feels normal for someone like them. And today’s tactic is hosting an industry dinner that will pair some of our best donors with…
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