At LemonTree, we believe that donor-centricity is the ongoing dedication to increasing the depth and breadth of your donor understanding. In doing so, you generate insights that can be used to tailor your communication and engagement efforts and demonstrate to your donors that they are at the heart of your entire organisation.
Why you ask? Well, essentially this builds trust and loyalty – the critical foundations of any lasting and sustainable relationship.
I recently read an interesting article from the Institute for Sustainable Philanthropy, which made a powerful observation:
“When people are deciding to give for the first time, they aren’t yet our donors. But they are a parent, a cancer survivor, a humanitarian, a moral person, a liberal, a patriot and so on. So the key to raising more money is to resonate with who the donors are, or rather that aspect of the self that is activated during their engagement with your organisation.”
Long ago the commercial world realised that the ‘customer is king’ and so adopted a customer-centric approach to their business strategy. Marketing teams work tirelessly to get inside the hearts and minds of their customers so they can position and promote their products and services in the right way, at the right time and with the right message to engage and nurture the customer and eventually make the sale.
A positive customer experience makes us feel something and – as humans – we are motivated to act based on how we feel. We tend to make decisions based on emotion, then find a way to justify that decision based on logic. This is why we choose to walk that little bit further to get our morning coffee, even though it costs 50c more…but the barista greets us by name, remembers our order, and takes the time to ask how our kids are getting on with that school project. We walk further and pay more because of the way the experience makes us feel; that’s what keeps us coming back. It makes us trust the barista; makes us loyal to the cafe and gives them a competitive advantage.
In today’s challenging times with COVID-19, this entrenched loyalty – built up from years of providing a positive customer experience – is keeping many businesses alive, and for that, we applaud them and wish them every success.
To deliver the best customer experience and earn a sustained competitive advantage, businesses need to earn trust and build loyalty by adopting a customer-centric approach:
- Understanding what their customers want, need, like, dislike, hope, fear, and value at each stage of their life:
- Infusing these customer insights across all their business functions to help shape decisions.
- Creating a unique and ongoing value exchange for their customers.
- Engaging in open, honest, and transparent two-way conversations with their customers, across many different channels; and
- Empowering customers to interact with their brand on their own terms.
This same approach applies to not-for-profits looking to secure sustainable giving. You need to earn trust and build loyalty by adopting a donor-centric approach, and that starts by increasing the depth and breadth of your donor understanding.
So how can LemonTree help you understand your donors more and implement practical solutions to help you connect with your donors in a more meaningful and valuable way? We have a range of proven solutions for acquisition, growth, and conversion; used regularly by charities such as Cancer Council NSW, World Animal Protection, The Shepherd Centre, and many more!
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