The psychology behind each donor is different. There are
different drivers we all have in place that either push us
toward something or drive us away. However, in America it seems
we are addicted to and expect service with a smile regardless of
how the other person feels or what they think about us.
Interestingly I think nonprofits could learn a great deal from
its’ for profit counterparts on how to treat donors and how to
respond to donor needs.
When you say the word Ritz Carlton or Four Seasons most people
think of a fine and elegant hotel. They also know that it is
expensive and that the rooms and service should be over the top.
Basically everyone is treated like a “major donor” and the red
carpet is rolled out and the attitude is all about how you can
be helped.
What would happen if “donors” were treated in such a way that
they had this same feeling of excellence?
Shifting gears, let’s now go in a different direction and talk
about another for profit giant namely Wal-Mart. Theses stores
are known for their low prices, period! If you want to get the
best deal this is surely one of the places you want to compare
prices.
What would happen if “donors” really knew i.e. by seeing data
and hearing first hand stories from your clients that the
services you offer change lives and really make a difference in
the community?
Finally, lets talk about yet another for profit entity: Best
Buy. Here is a store that if you want to know something more
about a product you are unfamiliar with you can rest assured
that there is an employee in the store who can tell you volumes
of information on that product. These folks are trained not just
to sell but to know the details of how things work and what
works.
What do you think would happen if your “donors” had the
information on the success and failures of your programs? What
reaction would donors have if they knew beyond a reasonable
doubt that you were trying to maximize how their money was being
spent?
If you give your donors the red carpet treatment they will stay
with your organization for the long haul. Your nonprofit will
reap the rewards for years to come when donors are treated with
appreciation and are well informed of the assistance provided on
a daily basis by your organization.
