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A major emphasis of knowledge management in the field of philanthropy in the last few years has been on the dissemination of lessons learned by foundations. Although it may not leverage the power of networks, it's quite understandable, since grantmakers are by nature hubs of ideas, plans, and evaluations. While discussing this at the Council on Foundations Confererence, I was directed to this excellent report by the Williams Group entitled Marketing Your Knowledge (18 page PDF). Among other things, the report recommends the following ten practices: (1) solve problems or address needs faced by practitioners, (2) begin with user segmentation, (3) base efforts on market research, (4) tap peer-to-peer networks as distribution channels, (5) target opinion leaders, (6) start with small conversations and move outward, (7) create and capitalize on learning moments, (8) shape knowledge products using three techniques (clear messages, provocative arguments, and memorable stories), (9) deliver knowledge using short and simple formats, as well as “push” and “pull” methods, and (10) share knowledge using multiple means to build appetite and reinforce messages.
Posted: 5/2/07; 2:14:54 PM # |