In the book The Now Revolution, Jay Baer and Amber Naslund describe what makes a responsive business with stellar customer service. They describe something called the “humanization highway,” developed with Radiant6, which lays out a spectrum of consumer engagement, from ignoring what everyone says to engaging in storytelling with a community.
I think this is a useful continuum to apply to donor relations. Where are you on the spectrum?
1. Ignoring: You barrage your supporters with solicitations. You want their money, not a relationship. If a donor felt something about your organization, you would have no idea.
2. Listening: You ask donors for feedback, and you pay attention to what’s being said about you online.
3. Responding: You respond to what you hear, answering questions, providing ideas, sending thanks.
4. Participating: You are actively engaged, creating content and communicating issues that your donors value – rather than just self-promotional drive.
5. Storytelling: You are fully human, describing what’s going on at your organization, thus sharing engaging stories regularly with your donors.
Don’t forget: the more human you are, the better. People will bond with you in a way they never would with an organization, and they’ll always be more loyal to a human being than a cause.
in part from “Katya’s Non-Profit Marketing Blog.”
What insights can you add that will help us all develop better relationships with our partners? Please offer your comment below.
Subscribe to this blog for notification of new content…. just click on the button in the menu.
Want some guidance with your organization challenges? Email me, I’d be glad to help.