In last week’s blog I looked at how fundraisers could adopt the principles of customer experience to build loyalty by meeting donors’ needs and wants. Donors’ needs (like customers’ needs) are easy to identify and meet. Donors’ wants (like customers’ wants) are hard to identify because donors (just like customers) don’t know what they want.
Brands often rely on service to give customers what they want. When well-executed customers’ expectations should be exceeded every time they connect with the brand: from purchase to quality to aftersales. Customer-facing brands have so many opportunities to get it right.
In charities, where there is no physical product exchange and limited interaction with the ‘brand’ it is much harder. Everything must work harder to convey the values of the organisation and the cause.
Fundraisers, if you want to develop a donor retention strategy that works: define the ideal donor experience at every touch point and make it your mission to deliver it.
I admit - this is not 140 words. It's 158. I broke the golden rule (and even then only made the tiniest scratch on the surface of this topic!