June 22, 2009
A lot of nonprofits look at social media as a way to attract small, one time gifts. They may be missing a great opportunity to use tools like Twitter, Facebook, Blogs, and YouTube as a way to engage donors. People like to know that their money is being well spent and social marketing can make them feel like they’re part of a cause that’s getting things done in your community. By strengthening the bond between your nonprofit and your donors, you can open the door for larger contributions in the future.
Some nonprofits don’t do this and fall into a common trap that dooms a lot of businesses by taking their supporters for granted. In this two part special report, we’ll break down this problem and provide some solutions so your nonprofit will enjoy a stronger relationship with your donors.
Imagine that you go to look at a gym. You’re taken around by staff, shown all of the great features, and are made to feel special. Then you sign up and before long you notice that something has changed in the relationship. You’re surprised to realize that once you sign on the dotted line, the gym doesn’t care about you.
While this isn’t true for all fitness facilities, most are based on a business model that’s all about getting new customers. They want to sign you up, get any initiation fee, and take your dues every month. In fact, the gym would love it if you stopped coming but kept paying your membership.
You’re never asked for your opinion or suggestions for the facility. As a loyal customer, you never receive any special treatment. Management doesn’t care if equipment gets worn down or the locker rooms aren’t as clean as they used to be. They’re happy to take your money every month and they’re betting that you won’t leave. Why do you stay? Because getting out of your contract is a complicated process, you still want to make good on your fitness commitment, and there’s no other gyms nearby.
I want you to think about the last time you felt like you were treated like you were a gym member and how that felt. Is that how you run your donor relations? Read part 2 by clicking here.
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