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href="https://blog.donus.org/author/oreoblack" rel="author" class="url fn n" itemprop="url" > <span class="author-name" itemprop="name" > 민창 </span> </a> </span> / <span class="posted-on"><span class="published" itemprop="datePublished"> 2019년 9월 11일 </span></span> / <span class="ast-terms-link"><a href="https://blog.donus.org/category/fundraising" class="">모금</a>, <a href="https://blog.donus.org/category/fundraising/knowledge" class="">지식 & 팁</a></span></div> </header> <div class="entry-content clear" itemprop="text" > <p>안녕하세요? 도너스의 김민창 이사입니다. 저는 지난 3월 미국 포틀랜드에서 개최된 가장 큰 규모의 비영리 기술 컨퍼런스 중 하나인 <a href="https://www.nten.org/ntc/" data-type="URL" data-id="https://www.nten.org/ntc/" target="_blank" rel="noreferrer noopener">NTC</a>(Nonprofit Tetchonlogy Conference)에 다녀왔는데요. 최신 흐름과 사례에 대해 보고 배운 것들이 참 많은 시간이었습니다. 우리나라의 비영리조직과 기술 산업에 종사하는 분들에게 도움이 될 만한 내용을 추려서 전달해 드립니다.</p> <p>※ 본 게시글은 2019년 5월 24일에 진행된 도너스 2019 NTC Meetup의 내용을 토대로 구성하였습니다. 공간상의 제약으로 아쉽게도 모시지 못했던 신청자 분들에게 도움이 되길 바랍니다.</p> <div class="wp-block-image"><figure class="aligncenter size-large is-resized"><img data-recalc-dims="1" decoding="async" data-attachment-id="2542" data-permalink="https://blog.donus.org/2501/2019-ntc-%ec%b0%b8%ea%b0%80-%ed%9b%84%ea%b8%b0-nonprofit-technology-conference/ntc-1_" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-1_.jpeg?fit=966%2C725&ssl=1" data-orig-size="966,725" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="ntc-1_" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-1_.jpeg?fit=300%2C225&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-1_.jpeg?fit=900%2C675&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-1_.jpeg?w=900&ssl=1" alt="" class="wp-image-2542" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-1_.jpeg?w=966&ssl=1 966w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-1_.jpeg?resize=300%2C225&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-1_.jpeg?resize=768%2C576&ssl=1 768w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-1_.jpeg?resize=800%2C600&ssl=1 800w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-1_.jpeg?resize=400%2C300&ssl=1 400w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-1_.jpeg?resize=200%2C150&ssl=1 200w" sizes="(max-width: 900px) 100vw, 900px" /><figcaption>성수동에서 진행된 도너스 2019 NTC Meetup. 시원한 맥주를 함께 준비했어요 🙂</figcaption></figure></div> <p></p> <h2 class="wp-block-heading">NTC(Nonprofit Technology Conference) 소개</h2> <h4 class="wp-block-heading">“가장 큰 규모의 비영리 산업과 기술 산업의 만남”</h4> <p>NTC는 미국에 기반을 둔 NTEN(Nonprofit TEchnology Network, 비영리 기술 네트워크)에서 개최하는 연례 행사입니다. 2019년 NTC는 미국 포틀랜드에서 3박 4일 동안 개최 되었으며 비영리조직, 에이전시, 개발사에서 2,000여명의 사람들이 참가했습니다.</p> <p>저는 NTC에 참가하기 전에 ‘가장 큰 규모의 비영리 산업과 기술 산업을 모두 갖고 있는 미국에서는 이 2가지 산업이 만나서 어떤 미래를 그리고 있을까?’라는 점이 정말 궁금했습니다. 과연 상상했던 것처럼 NTC 현장에서는 가장 앞서 있는 다양한 기술 회사들이 참가해 있었고, 그 기술을 잘 활용하는 비영리조직들의 모습까지 볼 수 있었습니다. 우리나라의 생태계와는 또 다른 역동적이고 자신감 넘치는 모습에 많은 감동과 인상을 받고 왔습니다.</p> <div class="wp-block-image"><figure class="aligncenter size-large is-resized"><img data-recalc-dims="1" decoding="async" data-attachment-id="2548" data-permalink="https://blog.donus.org/2501/2019-ntc-%ec%b0%b8%ea%b0%80-%ed%9b%84%ea%b8%b0-nonprofit-technology-conference/ntc-2_" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-2_.jpg?fit=966%2C482&ssl=1" data-orig-size="966,482" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="ntc-2_" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-2_.jpg?fit=300%2C150&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-2_.jpg?fit=900%2C449&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-2_.jpg?w=900&ssl=1" alt="" class="wp-image-2548" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-2_.jpg?w=966&ssl=1 966w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-2_.jpg?resize=300%2C150&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-2_.jpg?resize=768%2C383&ssl=1 768w" sizes="(max-width: 900px) 100vw, 900px" /><figcaption>2019 NTC의 마스코트였던 NTC 비버</figcaption></figure></div> <p></p> <figure data-carousel-extra='{"blog_id":1,"permalink":"https:\/\/blog.donus.org\/2501\/2019-ntc-%ec%b0%b8%ea%b0%80-%ed%9b%84%ea%b8%b0-nonprofit-technology-conference"}' class="wp-block-gallery aligncenter columns-2 is-cropped wp-block-gallery-3 is-layout-flex wp-block-gallery-is-layout-flex"><ul class="blocks-gallery-grid"><li class="blocks-gallery-item"><figure><img data-recalc-dims="1" loading="lazy" decoding="async" width="900" height="675" data-attachment-id="2553" data-permalink="https://blog.donus.org/2501/2019-ntc-%ec%b0%b8%ea%b0%80-%ed%9b%84%ea%b8%b0-nonprofit-technology-conference/ntc-3_" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-3_.jpg?fit=966%2C725&ssl=1" data-orig-size="966,725" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="ntc-3_" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-3_.jpg?fit=300%2C225&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-3_.jpg?fit=900%2C675&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-3_.jpg?resize=900%2C675&ssl=1" alt="" data-id="2553" data-full-url="https://blog.donus.org/wp-content/uploads/2021/02/ntc-3_.jpg" data-link="https://blog.donus.org/2021/02/24/%eb%b9%84%ec%98%81%e3%84%b9/ntc-3_/" class="wp-image-2553" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-3_.jpg?w=966&ssl=1 966w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-3_.jpg?resize=300%2C225&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-3_.jpg?resize=768%2C576&ssl=1 768w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-3_.jpg?resize=800%2C600&ssl=1 800w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-3_.jpg?resize=400%2C300&ssl=1 400w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-3_.jpg?resize=200%2C150&ssl=1 200w" sizes="auto, (max-width: 900px) 100vw, 900px" /></figure></li><li class="blocks-gallery-item"><figure><img data-recalc-dims="1" loading="lazy" decoding="async" width="900" height="438" data-attachment-id="2554" data-permalink="https://blog.donus.org/2501/2019-ntc-%ec%b0%b8%ea%b0%80-%ed%9b%84%ea%b8%b0-nonprofit-technology-conference/ntc-4_" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-4_.jpg?fit=966%2C470&ssl=1" data-orig-size="966,470" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="ntc-4_" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-4_.jpg?fit=300%2C146&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-4_.jpg?fit=900%2C438&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-4_.jpg?resize=900%2C438&ssl=1" alt="" data-id="2554" data-full-url="https://blog.donus.org/wp-content/uploads/2021/02/ntc-4_.jpg" data-link="https://blog.donus.org/2021/02/24/%eb%b9%84%ec%98%81%e3%84%b9/ntc-4_/" class="wp-image-2554" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-4_.jpg?w=966&ssl=1 966w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-4_.jpg?resize=300%2C146&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-4_.jpg?resize=768%2C374&ssl=1 768w" sizes="auto, (max-width: 900px) 100vw, 900px" /></figure></li><li class="blocks-gallery-item"><figure><img data-recalc-dims="1" loading="lazy" decoding="async" width="900" height="675" data-attachment-id="2555" data-permalink="https://blog.donus.org/2501/2019-ntc-%ec%b0%b8%ea%b0%80-%ed%9b%84%ea%b8%b0-nonprofit-technology-conference/ntc-5_" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-5_.jpg?fit=966%2C725&ssl=1" data-orig-size="966,725" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="ntc-5_" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-5_.jpg?fit=300%2C225&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-5_.jpg?fit=900%2C675&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-5_.jpg?resize=900%2C675&ssl=1" alt="" data-id="2555" data-full-url="https://blog.donus.org/wp-content/uploads/2021/02/ntc-5_.jpg" data-link="https://blog.donus.org/2021/02/24/%eb%b9%84%ec%98%81%e3%84%b9/ntc-5_/" class="wp-image-2555" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-5_.jpg?w=966&ssl=1 966w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-5_.jpg?resize=300%2C225&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-5_.jpg?resize=768%2C576&ssl=1 768w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-5_.jpg?resize=800%2C600&ssl=1 800w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-5_.jpg?resize=400%2C300&ssl=1 400w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-5_.jpg?resize=200%2C150&ssl=1 200w" sizes="auto, (max-width: 900px) 100vw, 900px" /></figure></li><li class="blocks-gallery-item"><figure><img data-recalc-dims="1" loading="lazy" decoding="async" width="900" height="675" data-attachment-id="2556" data-permalink="https://blog.donus.org/2501/2019-ntc-%ec%b0%b8%ea%b0%80-%ed%9b%84%ea%b8%b0-nonprofit-technology-conference/ntc-6_" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-6_.jpg?fit=966%2C725&ssl=1" data-orig-size="966,725" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="ntc-6_" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-6_.jpg?fit=300%2C225&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-6_.jpg?fit=900%2C675&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-6_.jpg?resize=900%2C675&ssl=1" alt="" data-id="2556" data-full-url="https://blog.donus.org/wp-content/uploads/2021/02/ntc-6_.jpg" data-link="https://blog.donus.org/2021/02/24/%eb%b9%84%ec%98%81%e3%84%b9/ntc-6_/" class="wp-image-2556" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-6_.jpg?w=966&ssl=1 966w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-6_.jpg?resize=300%2C225&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-6_.jpg?resize=768%2C576&ssl=1 768w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-6_.jpg?resize=800%2C600&ssl=1 800w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-6_.jpg?resize=400%2C300&ssl=1 400w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-6_.jpg?resize=200%2C150&ssl=1 200w" sizes="auto, (max-width: 900px) 100vw, 900px" /></figure></li></ul><figcaption class="blocks-gallery-caption">생각보다도 더 진지함이 묻어났던 2019 NTC 현장의 모습들</figcaption></figure> <p></p> <h2 class="wp-block-heading">NTC 세션 구성</h2> <h4 class="wp-block-heading">“마케팅/커뮤니케이션 분야의 인기”</h4> <p>NTC는 3박 4일 동안 177개의 교육 세션이 진행될 정도로 기술을 활용하는 방법에 초점을 둔 교육 중심의 행사입니다. 공식적인 교육 세션 외에도 참가한 개발사나 에이전시에서 진행하는 제품 시연회와 Q&A 세션까지 합치면 250개가 넘는 크고 작은 교육 세션이 진행됩니다.</p> <div class="wp-block-image has-lightbox"><figure class="aligncenter size-large"><img data-recalc-dims="1" loading="lazy" decoding="async" width="900" height="480" data-attachment-id="2563" data-permalink="https://blog.donus.org/2501/2019-ntc-%ec%b0%b8%ea%b0%80-%ed%9b%84%ea%b8%b0-nonprofit-technology-conference/ntc-7_" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-7_.png?fit=966%2C515&ssl=1" data-orig-size="966,515" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="ntc-7_" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-7_.png?fit=300%2C160&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-7_.png?fit=900%2C480&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-7_.png?resize=900%2C480&ssl=1" alt="" class="wp-image-2563" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-7_.png?w=966&ssl=1 966w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-7_.png?resize=300%2C160&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-7_.png?resize=768%2C409&ssl=1 768w" sizes="auto, (max-width: 900px) 100vw, 900px" /><figcaption>도너스에서 정리한 2019 NTC 교육세션 (참가신청 수 기준 Top 30)</figcaption></figure></div> <p></p> <p>NTC 교육 세션은 Fundraising, Marketing/Communications, Leadership, IT, Program의 총 4가지 분야로 구분되어 있었는데요. 그 중에서도 Marketing/Communications 분야의 인기가 가장 높았습니다. Fundraising 분야가 후원자와 후원금에 대한 전략과 기술을 다룬다면, Marketing/Communications 분야는 봉사자, 지지자 등 비영리조직과 이해관계가 있는 모든 구성원을 포괄하는 전략과 기술을 다룹니다. 불특정 다수를 대상으로 즉석에서 후원을 요청하는 것이 아니라 탄원, 토론, 봉사, 옹호 등의 다양한 참여방법(Engagement)으로 구성원들과의 관계를 만들어 나가면서 임팩트와 후원자를 늘리는 전략에 대한 관심이 높았습니다.</p> <p>※ NTC는 공식 모바일앱을 통해 자신이 참여할 세션을 신청하는 체계를 갖고 있었습니다. 덕분에 어떤 세션이 인기 있었는지를 가늠할 수 있었습니다. 참가신청 수를 기준으로 살펴본 분야별 인기도는 다음과 같습니다.</p> <div class="wp-block-image"><figure class="aligncenter size-large"><img data-recalc-dims="1" loading="lazy" decoding="async" width="774" height="455" data-attachment-id="2565" data-permalink="https://blog.donus.org/2501/2019-ntc-%ec%b0%b8%ea%b0%80-%ed%9b%84%ea%b8%b0-nonprofit-technology-conference/ntc-8_" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-8_.png?fit=774%2C455&ssl=1" data-orig-size="774,455" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="ntc-8_" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-8_.png?fit=300%2C176&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-8_.png?fit=774%2C455&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-8_.png?resize=774%2C455&ssl=1" alt="" class="wp-image-2565" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-8_.png?w=774&ssl=1 774w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-8_.png?resize=300%2C176&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-8_.png?resize=768%2C451&ssl=1 768w" sizes="auto, (max-width: 774px) 100vw, 774px" /><figcaption>2019 NTC 분야별 교육 세션당 평균 참가신청 수</figcaption></figure></div> <p></p> <h2 class="wp-block-heading">놓치지 말아야 할 시사점 4가지</h2> <p>2019 NTC에서 진행된 다양한 세션을 둘러 보고 우리에게도 영향을 미칠 트렌드와 시사점을 정리해 보았습니다. NTC 현장에서는 AI, 챗봇, 블록체인, 전자지갑 등 최첨단 기술에 대한 주제도 많이 다루어졌지만 본 게시글에서는 이미 현업에서 활용되고 있는 상대적으로 가까운 미래에 대한 트렌드를 중심으로 구성했습니다.</p> <p></p> <h4 class="wp-block-heading">1) Data Talks: 무엇이 가장 중요한가? 데이터!</h4> <p>NTC의 여러 세션에 참여하면서 가장 놀라웠던 점은 어떤 세션이든 결국에는 데이터를 어떻게 활용할지에 대한 내용으로 귀결된다는 점이었습니다. 첫 세션에서부터 “95%의 조직은 데이터를 수집하지만 5%의 조직만 데이터를 의사결정에 활용한다.”라는 이야기를 들었고, 다른 시연회나 식사 자리에서도 데이터를 어떻게 활용해야 할지에 대한 이야기를 끊임 없이 보게 되었습니다.</p> <p>이곳에 참석한 비영리조직들은 철저하게 기술을 데이터를 활용하기 위한 수단으로서 인식하고 있었습니다. 데이터는 곧 비영리조직이 하는 일에 대한 증거(Proof)이며 데이터를 활용해 이사회, 파트너, 지지자, 후원자를 설득하는 것으로 데이터의 역할과 가치를 명쾌하게 정의했습니다. 세상을 어떻게 바꿀지에 대한 것만큼이나 세상을 얼만큼 바꿨는지를 더 정확하고 더 신속하게 증명하기 위해 데이터를 수집하고 가공하는 기술이 필요하다는 관점이었습니다.</p> <p>“Digital Transformation is about Vision and Mission.” 이라는 말을 들었는데 마치 앞으로는 자신들이 하는 일을 데이터로 증명하지 못하면 더 이상 비영리조직으로서 존재할 수 없다라는 의미로 들렸습니다. 데이터의 의미를 굉장히 적극적으로 조직의 미션과 철학적 기반으로 연결시킨다는 점이 신선하게 다가왔습니다.</p> <div class="wp-block-image"><figure class="aligncenter size-large"><img data-recalc-dims="1" loading="lazy" decoding="async" width="900" height="649" data-attachment-id="2567" data-permalink="https://blog.donus.org/2501/2019-ntc-%ec%b0%b8%ea%b0%80-%ed%9b%84%ea%b8%b0-nonprofit-technology-conference/ntc-9" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-9.png?fit=966%2C697&ssl=1" data-orig-size="966,697" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="ntc-9" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-9.png?fit=300%2C216&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-9.png?fit=900%2C649&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-9.png?resize=900%2C649&ssl=1" alt="" class="wp-image-2567" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-9.png?w=966&ssl=1 966w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-9.png?resize=300%2C216&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-9.png?resize=768%2C554&ssl=1 768w" sizes="auto, (max-width: 900px) 100vw, 900px" /><figcaption><a href="https://taroworks.org" target="_blank" rel="noreferrer noopener">https://taroworks.org</a>, CRM과 연동해 아프리카 현지의 설문 데이터를 이사회와 후원자에게 실시간으로 보고해 줍니다.</figcaption></figure></div> <p></p> <h4 class="wp-block-heading">2) Integration: 우리 조직은 어떤 Tech Stack(기술 구성표)를 갖고 있는가?</h4> <p>미국의 비영리조직들이 데이터에 대한 이야기에 집중할 수 있는 이유는 이미 높은 수준에 올라서 있는 좋은 제품들이 많고, 그 제품들 간의 연동(Integration)이 상당히 쉽게 만들어져 있기 때문이었습니다. 이곳에서는 올인원 제품 대신 다양한 제품들의 강점을 엮는 방식으로 지난 몇 년간 기술을 활용하는 방식이 완전히 바뀌어 버렸습니다. 모든 비영리조직들이 하나의 제품 대신 제품과 제품을 연동하는 플랫폼을 찾았고, 폐쇄적인 정책으로 플랫폼이 되기를 거부하거나 연동 기술을 확보하지 제품들이 도태된 모습을 세션과 부스 등 곳곳에서 목격할 수 있었습니다.</p> <p>제품과 제품을 연결하는 것이 쉬워지다보니 비영리조직들은 제품이나 기술 보다는 제품과 제품을 연결해서 수집한 데이터를 어떻게 활용할지에 대해서만 초점을 맞출 수 있게 되었습니다. 지속적인 투자가 필요한 업무 프로세스 개선이나 제품 업데이트는 기술 기업들이 담당하고, 비영리조직들은 업의 본질인 데이터에 집중하는 환경이 만들어진 것이지요. 기존의 IT 제품의 역할은 업무 프로세스(Workflow)를 지원하는 형태였는데 이제는 업무 간의 연결을 통해 데이터 흐름을 설계하는 “Data Flow of a Workflow”의 역할이 중요해 졌습니다.</p> <div class="wp-block-image has-lightbox"><figure class="aligncenter size-large is-resized"><img data-recalc-dims="1" decoding="async" data-attachment-id="2569" data-permalink="https://blog.donus.org/2501/2019-ntc-%ec%b0%b8%ea%b0%80-%ed%9b%84%ea%b8%b0-nonprofit-technology-conference/ntc-10_" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-10_.png?fit=966%2C416&ssl=1" data-orig-size="966,416" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="ntc-10_" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-10_.png?fit=300%2C129&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-10_.png?fit=900%2C388&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-10_.png?w=900&ssl=1" alt="" class="wp-image-2569" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-10_.png?w=966&ssl=1 966w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-10_.png?resize=300%2C129&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-10_.png?resize=768%2C331&ssl=1 768w" sizes="(max-width: 900px) 100vw, 900px" /><figcaption>2018년 <a href="https://collaborate.donus.org/" data-type="URL" data-id="https://collaborate.donus.org/" target="_blank" rel="noreferrer noopener">도너스 콜라보레이트</a>에서 발표한 도너스의 ‘데이터 플랫폼’ 서비스 개념도</figcaption></figure></div> <p></p> <p>이런 흐름을 가장 확실하게 보여주는 키워드가 바로 “Technology Stack(기술 구성표)”입니다. 조금 과장해서 표현하자면 NTC는 모든 비영리조직들이 자신의 Tech Stack을 들고 와서 다른 조직의 Tech Stack과 자신의 Tech Stack을 비교하고 좋은 것과 나쁜 것에 대한 지식을 공유하는 자리였습니다. 대부분의 교육 세션이 Tech Stack을 중심으로 진행되었으며 발표자는 자신의 조직에서 사용하던 Tech Stack A를 Tech Stack B로 바꿔간 과정과 시행착오를 공유하면서 참가자들과 질의응답을 주고 받았습니다.</p> <figure data-carousel-extra='{"blog_id":1,"permalink":"https:\/\/blog.donus.org\/2501\/2019-ntc-%ec%b0%b8%ea%b0%80-%ed%9b%84%ea%b8%b0-nonprofit-technology-conference"}' class="wp-block-gallery aligncenter columns-2 is-cropped has-lightbox wp-block-gallery-4 is-layout-flex wp-block-gallery-is-layout-flex"><ul class="blocks-gallery-grid"><li class="blocks-gallery-item"><figure><img data-recalc-dims="1" loading="lazy" decoding="async" width="696" height="507" data-attachment-id="2572" data-permalink="https://blog.donus.org/2501/2019-ntc-%ec%b0%b8%ea%b0%80-%ed%9b%84%ea%b8%b0-nonprofit-technology-conference/ntc11_" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc11_.png?fit=696%2C507&ssl=1" data-orig-size="696,507" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="ntc11_" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc11_.png?fit=300%2C219&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc11_.png?fit=696%2C507&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc11_.png?resize=696%2C507&ssl=1" alt="" data-id="2572" data-full-url="https://blog.donus.org/wp-content/uploads/2021/02/ntc11_.png" data-link="https://blog.donus.org/2019/09/11/%eb%b9%84%ec%98%81%e3%84%b9/ntc11_/" class="wp-image-2572" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc11_.png?w=696&ssl=1 696w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc11_.png?resize=300%2C219&ssl=1 300w" sizes="auto, (max-width: 696px) 100vw, 696px" /></figure></li><li class="blocks-gallery-item"><figure><img data-recalc-dims="1" loading="lazy" decoding="async" width="652" height="494" data-attachment-id="2571" data-permalink="https://blog.donus.org/2501/2019-ntc-%ec%b0%b8%ea%b0%80-%ed%9b%84%ea%b8%b0-nonprofit-technology-conference/ntc-12_" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-12_.png?fit=652%2C494&ssl=1" data-orig-size="652,494" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="ntc-12_" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-12_.png?fit=300%2C227&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-12_.png?fit=652%2C494&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-12_.png?resize=652%2C494&ssl=1" alt="" data-id="2571" data-full-url="https://blog.donus.org/wp-content/uploads/2021/02/ntc-12_.png" data-link="https://blog.donus.org/2019/09/11/%eb%b9%84%ec%98%81%e3%84%b9/ntc-12_/" class="wp-image-2571" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-12_.png?w=652&ssl=1 652w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-12_.png?resize=300%2C227&ssl=1 300w" sizes="auto, (max-width: 652px) 100vw, 652px" /></figure></li></ul><figcaption class="blocks-gallery-caption">(좌) A단체가 사용한 과거의 Tech Stack, (우) 새롭게 구성한 Tech Stack</figcaption></figure> <p></p> <p>구글에서 Marketing Technology Stack 라는 키워드로 검색을 하면 굉장히 많은 조직의 Tech Stack이 공개되어 있고 Tech Stack에 대한 연구자료도 많이 출력됩니다. NTC에 참가한 비영리조직의 담당자들은 조직 내에서 이 Tech Stack을 구성하는 역할을 담당하는 사람들이었으며 보통 마케팅팀장이나 CMO가 Tech Stack을 구성하는 역할을 맡고 있었습니다. Tech Stack을 구성하는 전문가의 역할이 굉장히 중요하며 조직의 생산성과 앞으로의 성장가능성에 많은 영향을 미치는 구조입니다.</p> <div class="wp-block-image has-lightbox"><figure class="aligncenter size-large is-resized"><img data-recalc-dims="1" loading="lazy" decoding="async" data-attachment-id="2574" data-permalink="https://blog.donus.org/2501/2019-ntc-%ec%b0%b8%ea%b0%80-%ed%9b%84%ea%b8%b0-nonprofit-technology-conference/ntc-13_" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-13_.png?fit=966%2C475&ssl=1" data-orig-size="966,475" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="ntc-13_" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-13_.png?fit=300%2C148&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-13_.png?fit=900%2C443&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-13_.png?resize=721%2C354&ssl=1" alt="" class="wp-image-2574" width="721" height="354" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-13_.png?w=966&ssl=1 966w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-13_.png?resize=300%2C148&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-13_.png?resize=768%2C378&ssl=1 768w" sizes="auto, (max-width: 721px) 100vw, 721px" /><figcaption>구글에서 “Marketing Technology Stack”을 입력했을 때의 검색 결과</figcaption></figure></div> <p></p> <div class="wp-block-image has-lightbox"><figure class="aligncenter size-large is-resized"><img data-recalc-dims="1" decoding="async" data-attachment-id="2575" data-permalink="https://blog.donus.org/2501/2019-ntc-%ec%b0%b8%ea%b0%80-%ed%9b%84%ea%b8%b0-nonprofit-technology-conference/ntc-14_" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-14_.jpg?fit=966%2C683&ssl=1" data-orig-size="966,683" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="ntc-14_" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-14_.jpg?fit=300%2C212&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-14_.jpg?fit=900%2C636&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-14_.jpg?w=900&ssl=1" alt="" class="wp-image-2575" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-14_.jpg?w=966&ssl=1 966w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-14_.jpg?resize=300%2C212&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-14_.jpg?resize=768%2C543&ssl=1 768w" sizes="(max-width: 900px) 100vw, 900px" /><figcaption>Marketing Technology Stack 예시</figcaption></figure></div> <p></p> <p>NTC에서 Tech Stack이 활발하게 논의되는 모습을 보면서 앞으로 우리나라에서도 Tech Stack을 구성하는 역량을 가진 전문가를 육성하는 것이 중요해질 것이라는 생각이 들었습니다. 또한, 누구나 쉽게 Tech Stack을 구성할 수 있도록 플랫폼들이 Open API를 제공하는 것과 연동을 쉽게 만드는 것에 대한 의무감과 사명감이 느껴졌습니다.</p> <div class="wp-block-image has-lightbox"><figure class="aligncenter size-large is-resized"><img data-recalc-dims="1" decoding="async" data-attachment-id="2577" data-permalink="https://blog.donus.org/2501/2019-ntc-%ec%b0%b8%ea%b0%80-%ed%9b%84%ea%b8%b0-nonprofit-technology-conference/ntc-15_" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-15_.png?fit=966%2C445&ssl=1" data-orig-size="966,445" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="ntc-15_" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-15_.png?fit=300%2C138&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-15_.png?fit=900%2C415&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-15_.png?w=900&ssl=1" alt="" class="wp-image-2577" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-15_.png?w=966&ssl=1 966w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-15_.png?resize=300%2C138&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-15_.png?resize=768%2C354&ssl=1 768w" sizes="(max-width: 900px) 100vw, 900px" /><figcaption>제품 연동(Integration)을 위해 도너스 사용자에게 제공되는 도너스의 Open API 명세서</figcaption></figure></div> <div class="wp-block-image has-lightbox"><figure class="aligncenter size-large is-resized"><img data-recalc-dims="1" decoding="async" data-attachment-id="2578" data-permalink="https://blog.donus.org/2501/2019-ntc-%ec%b0%b8%ea%b0%80-%ed%9b%84%ea%b8%b0-nonprofit-technology-conference/ntc-16_" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-16_.png?fit=966%2C669&ssl=1" data-orig-size="966,669" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="ntc-16_" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-16_.png?fit=300%2C208&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-16_.png?fit=900%2C623&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-16_.png?w=900&ssl=1" alt="" class="wp-image-2578" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-16_.png?w=966&ssl=1 966w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-16_.png?resize=300%2C208&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-16_.png?resize=768%2C532&ssl=1 768w" sizes="(max-width: 900px) 100vw, 900px" /><figcaption>도너스 Open API를 활용해 구글 설문지와 도너스를 연동할 수 있습니다.</figcaption></figure></div> <p></p> <h4 class="wp-block-heading">3) Journey: 후원자의 관점에서 경험을 설계하고 있는가?</h4> <p>후원자 여정은 마케팅/커뮤니케이션 분야에서 가장 거대한 트렌드입니다. 스타벅스가 고객의 관점에서 매장 경험을 설계하고 개선할 때 사용한 고객 여정 지도는 이제 고객 경험을 설계하는 방법론의 대명사가 되었습니다. 또한, Customer Journey 라는 키워드로 구글에서 트렌드 검색을 해보면 지난 10년 동안 꾸준히 검색량이 증가해 왔을 정도로 많은 관심을 받고 있다는 사실을 알 수 있습니다.</p> <div class="wp-block-image has-lightbox"><figure class="aligncenter size-large is-resized"><img data-recalc-dims="1" decoding="async" data-attachment-id="2582" data-permalink="https://blog.donus.org/2501/2019-ntc-%ec%b0%b8%ea%b0%80-%ed%9b%84%ea%b8%b0-nonprofit-technology-conference/ntc-17_" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-17_.jpg?fit=966%2C797&ssl=1" data-orig-size="966,797" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="ntc-17_" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-17_.jpg?fit=300%2C248&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-17_.jpg?fit=900%2C743&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-17_.jpg?w=900&ssl=1" alt="" class="wp-image-2582" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-17_.jpg?w=966&ssl=1 966w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-17_.jpg?resize=300%2C248&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-17_.jpg?resize=768%2C634&ssl=1 768w" sizes="(max-width: 900px) 100vw, 900px" /><figcaption>스타벅스의 고객 여정 지도</figcaption></figure></div> <p></p> <div class="wp-block-image"><figure class="aligncenter size-large is-resized"><img data-recalc-dims="1" decoding="async" data-attachment-id="2584" data-permalink="https://blog.donus.org/2501/2019-ntc-%ec%b0%b8%ea%b0%80-%ed%9b%84%ea%b8%b0-nonprofit-technology-conference/ntc-18_" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-18_.png?fit=966%2C438&ssl=1" data-orig-size="966,438" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="ntc-18_" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-18_.png?fit=300%2C136&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-18_.png?fit=900%2C408&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-18_.png?w=900&ssl=1" alt="" class="wp-image-2584" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-18_.png?w=966&ssl=1 966w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-18_.png?resize=300%2C136&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-18_.png?resize=768%2C348&ssl=1 768w" sizes="(max-width: 900px) 100vw, 900px" /><figcaption>구글 트렌드: Customer Journey 키워드 검색량 (2004년부터 현재까지)</figcaption></figure></div> <p></p> <p>NTC에서도 후원자 관점의 경험 설계에 대한 관심이 뜨거웠으며 구체적으로 Multichannel Communication 이라는 키워드가 통용되고 있었습니다. Multichannel Communication은 Channel-specific Communication에서 한 단계 발전한 개념으로 이메일, 메신저, 소셜 미디어, 행사, 우편 등 후원자와 연결된 모든 채널을 활용해서 후원자 여정을 설계하는 커뮤니케이션 전략을 의미합니다.</p> <div class="wp-block-image has-lightbox"><figure class="aligncenter size-large is-resized"><img data-recalc-dims="1" loading="lazy" decoding="async" data-attachment-id="2587" data-permalink="https://blog.donus.org/2501/2019-ntc-%ec%b0%b8%ea%b0%80-%ed%9b%84%ea%b8%b0-nonprofit-technology-conference/ntc-19_" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-19_.png?fit=966%2C454&ssl=1" data-orig-size="966,454" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="ntc-19_" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-19_.png?fit=300%2C141&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-19_.png?fit=900%2C423&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-19_.png?resize=786%2C369&ssl=1" alt="" class="wp-image-2587" width="786" height="369" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-19_.png?w=966&ssl=1 966w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-19_.png?resize=300%2C141&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-19_.png?resize=768%2C361&ssl=1 768w" sizes="auto, (max-width: 786px) 100vw, 786px" /><figcaption>멀티채널 커뮤니케이션 개념도</figcaption></figure></div> <p></p> <p>스마트폰이 보편화된 이후 수신자는 이메일, 메신저, 소셜 미디어 등 매우 다양한 수신 채널과 24시간 연결되게 되었습니다. 각각의 채널은 한 번에 전달할 수 있는 콘텐츠의 풍부함이나 수신자가 느끼는 피로도가 다르다는 특징이 있습니다. 후원자의 관점에서 가장 적절한 커뮤니케이션 채널을 활용해야 메시지의 도달률과 전환율이 높아진다는 연구 결과들이 나타났고, 채널별 개인화를 추구하는 멀티채널 커뮤니케이션 전략이 본격적으로 등장했습니다.</p> <div class="wp-block-image"><figure class="aligncenter size-large is-resized"><img data-recalc-dims="1" decoding="async" data-attachment-id="2590" data-permalink="https://blog.donus.org/2501/2019-ntc-%ec%b0%b8%ea%b0%80-%ed%9b%84%ea%b8%b0-nonprofit-technology-conference/ntc-20_" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-20_.png?fit=966%2C514&ssl=1" data-orig-size="966,514" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="ntc-20_" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-20_.png?fit=300%2C160&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-20_.png?fit=900%2C479&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-20_.png?w=900&ssl=1" alt="" class="wp-image-2590" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-20_.png?w=966&ssl=1 966w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-20_.png?resize=300%2C160&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-20_.png?resize=768%2C409&ssl=1 768w" sizes="(max-width: 900px) 100vw, 900px" /><figcaption>도너스는 멀티채널 커뮤니케이션을 위해 이메일, 카카오톡, 문자, 앱푸시 통합발송 기술을 제공합니다.</figcaption></figure></div> <p></p> <p>멀티채널 커뮤니케이션 전략은 잠재후원자와 후원자의 세그먼트를 구분하여 각각의 여정을 설계하고 생애주기를 관리하는 방식으로 확장됩니다. 각각의 세그먼트별로 적합한 채널을 활용하여 참여율과 전환율을 높이는 것이 좋은 성과를 거두었다는 사례들이 소개되었습니다.</p> <div class="wp-block-image"><figure class="aligncenter size-large is-resized"><img data-recalc-dims="1" decoding="async" data-attachment-id="2592" data-permalink="https://blog.donus.org/2501/2019-ntc-%ec%b0%b8%ea%b0%80-%ed%9b%84%ea%b8%b0-nonprofit-technology-conference/ntc-21_" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-21_.png?fit=966%2C494&ssl=1" data-orig-size="966,494" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="ntc-21_" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-21_.png?fit=300%2C153&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-21_.png?fit=900%2C460&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-21_.png?w=900&ssl=1" alt="" class="wp-image-2592" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-21_.png?w=966&ssl=1 966w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-21_.png?resize=300%2C153&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-21_.png?resize=768%2C393&ssl=1 768w" sizes="(max-width: 900px) 100vw, 900px" /><figcaption>세그먼트 전략과 개인화 전략의 조합</figcaption></figure></div> <p></p> <h4 class="wp-block-heading">4) Automation: 쌓은 데이터를 잘 활용하고 있는가?</h4> <p>“The more you collect the less you know.” 라는 문장은 마케팅/커뮤니케이션 세션에서 들었던 가장 기억에 남는 표현 중 하나입니다. 데이터를 잘 활용하기 위해 Data Flow를 설계하고, 후원자들에게 더 다가가기 위해 멀티채널 커뮤니케이션 전략을 실행하다 보면 기존과는 비교할 수 없을 정도로 많은 데이터를 수집하게 됩니다. 담당자의 입장에서는 연락처부터 오픈율까지 데이터는 많아지는데 비해 기존의 방식으로는 새로운 업무를 진척시킬 수 없는 상황을 맞이하게 됩니다.</p> <div class="wp-block-image"><figure class="aligncenter size-large is-resized"><img data-recalc-dims="1" decoding="async" data-attachment-id="2594" data-permalink="https://blog.donus.org/2501/2019-ntc-%ec%b0%b8%ea%b0%80-%ed%9b%84%ea%b8%b0-nonprofit-technology-conference/ntc-22_" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-22_.png?fit=966%2C464&ssl=1" data-orig-size="966,464" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="ntc-22_" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-22_.png?fit=300%2C144&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-22_.png?fit=900%2C432&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-22_.png?w=900&ssl=1" alt="" class="wp-image-2594" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-22_.png?w=966&ssl=1 966w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-22_.png?resize=300%2C144&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-22_.png?resize=768%2C369&ssl=1 768w" sizes="(max-width: 900px) 100vw, 900px" /><figcaption>후원자의 생애주기 관리 업무는 시간이 지날수록 누적되어 점점 더 많은 대상자를 커버하게 됩니다.</figcaption></figure></div> <p></p> <p>이때 필요한 것이 바로 마케팅 자동화 기술입니다. 마케팅 자동화 기술은 데이터가 많아져도 일이 가능하도록 만들어 줍니다. 잠재후원자의 연락처를 수집해서 <a href="https://blog.naver.com/crevisse2/221446560341" data-type="URL" data-id="https://blog.naver.com/crevisse2/221446560341" target="_blank" rel="noreferrer noopener">리드 제너레이션</a> 전략을 실행해 보면 담당자 혼자서 모든 채널을 적시에 활용하는 것이 사실상 불가능하다는 것을 알게 됩니다. 잠재후원자 개개인의 생애주기에 맞춰 카카오톡, 이메일, 전화, 행사 등 다양한 채널로 구성한 커뮤니케이션 전략을 모두 챙기는 것은 혼자서 할 수 있는 일이 아닙니다.</p> <div class="wp-block-image"><figure class="aligncenter size-large is-resized"><img data-recalc-dims="1" decoding="async" data-attachment-id="2597" data-permalink="https://blog.donus.org/2501/2019-ntc-%ec%b0%b8%ea%b0%80-%ed%9b%84%ea%b8%b0-nonprofit-technology-conference/ntc-23_" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-23_.png?fit=914%2C515&ssl=1" data-orig-size="914,515" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="ntc-23_" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-23_.png?fit=300%2C169&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-23_.png?fit=900%2C507&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-23_.png?w=900&ssl=1" alt="" class="wp-image-2597" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-23_.png?w=914&ssl=1 914w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-23_.png?resize=300%2C169&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-23_.png?resize=768%2C433&ssl=1 768w" sizes="(max-width: 900px) 100vw, 900px" /><figcaption>마케팅 자동화 기술을 활용해 잠재후원자를 육성하는 리드 제너레이션 전략</figcaption></figure></div> <p></p> <div class="wp-block-image"><figure class="aligncenter size-large is-resized"><img data-recalc-dims="1" decoding="async" data-attachment-id="2598" data-permalink="https://blog.donus.org/2501/2019-ntc-%ec%b0%b8%ea%b0%80-%ed%9b%84%ea%b8%b0-nonprofit-technology-conference/ntc-24_" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-24_.png?fit=966%2C505&ssl=1" data-orig-size="966,505" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="ntc-24_" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-24_.png?fit=300%2C157&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-24_.png?fit=900%2C470&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-24_.png?w=900&ssl=1" alt="" class="wp-image-2598" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-24_.png?w=966&ssl=1 966w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-24_.png?resize=300%2C157&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-24_.png?resize=768%2C401&ssl=1 768w" sizes="(max-width: 900px) 100vw, 900px" /><figcaption>일괄발송을 통한 수동 피드백과 마케팅 자동화를 활용한 자동 피드백</figcaption></figure></div> <p></p> <p>CRM에 통합된 데이터를 활용해서 카카오톡과 이메일 등 전자적인 매체를 통해 이루어지는 커뮤니케이션을 최대한 자동화 하고, 담당자는 전화나 행사처럼 사람의 직접 커뮤니케이션이 강점을 발휘하는 채널에 더 집중하는 것이 좋은 성과를 만드는 방법입니다.</p> <div class="wp-block-image"><figure class="aligncenter size-large is-resized"><img data-recalc-dims="1" decoding="async" data-attachment-id="2600" data-permalink="https://blog.donus.org/2501/2019-ntc-%ec%b0%b8%ea%b0%80-%ed%9b%84%ea%b8%b0-nonprofit-technology-conference/ntc-25_" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-25_.png?fit=966%2C402&ssl=1" data-orig-size="966,402" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="ntc-25_" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-25_.png?fit=300%2C125&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-25_.png?fit=900%2C375&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-25_.png?w=900&ssl=1" alt="" class="wp-image-2600" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-25_.png?w=966&ssl=1 966w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-25_.png?resize=300%2C125&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2021/02/ntc-25_.png?resize=768%2C320&ssl=1 768w" sizes="(max-width: 900px) 100vw, 900px" /><figcaption>NTEN에서는 NTC 현장에서 만났던 스탭들의 얼굴이 삽입된 이메일을 정기적으로 발송합니다.</figcaption></figure></div> <p></p> <p>어떠셨나요? 2019 NTC 현장에서 보고 들었던 트렌드 외에 제가 느꼈던 감정들까지 최대한 솔직하게 전달해 드렸는데 도움이 되셨으면 좋겠네요^^ 앞으로도 도너스 블로그를 통해 후원자에게 더 다가갈 수 있는 모금 전략과 기술에 관련한 지식을 꾸준히 공유해 드리고 도너스도 지속적으로 업데이트해 나가겠습니다.</p> <p></p> <hr class="wp-block-separator is-style-wide"/> <p>도너스의 서비스가 궁금하시다면?<br>홈페이지를 방문해 보세요!</p> <p>후원자 경험에 대한 전문성이<br>오늘날, 모금기술의 차이를 만듭니다.</p> <p><a href="https://donus.org">https://donus.org</a></p> <div id='jp-relatedposts' class='jp-relatedposts' > </div> </div> </div> </article> <nav class="navigation post-navigation" role="navigation" aria-label="Post navigation"> <span class="screen-reader-text">Post navigation</span> <div class="nav-links"><div class="nav-previous"><a title="비영리조직의 소셜미디어 구독자 수 Top 20 (2019년 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