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Obtaining Donor Loyalty through Friendships
by Ashley High Donor Trends, a company that gathers information about donors, has just completed a survey on donor loyalty for a major non-profit that has been in business for several decades. Interestingly, a majority of the respondents thought of the organization as an “acquaintance” (60%) as opposed to a “friend” (22%). The title “friend” carries the connotation of trust, familiarity, openness, acceptance, mutual respect, availability, shared values, and most of all, loyalty. Organizations should make it their goal to foster more friendships than acquaintanceships.
One of the biggest ways to gain friendships is through personalization. Give your organization a “face.” This could literally mean including a thumbnail photo of the person who is in charge of a particular email or communication piece. Another idea is to include an “about us” section on your website with photos of employees and brief bios that mention fun facts alongside of professional credentials.
Obviously, it requires much more than a few pictures to acquire donor loyalty, but personalization is a big step towards that goal.
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