International ad agency Wunderman recently released findings from a study they commissioned that found that what consumers want is … to be wanted. To help anyone involved in marketing to understand how to market “wantedness,” they launched www.wantedness.com.
What does “wantedness” mean to a fundraiser? Consider these findings from the study:
- In the US, eight in 10 people only consider brands that they believe understand and care about them. In the UK, being understood resonated with more than seven in 10.
- More than eight in 10 consumers measure all companies against the pacesetters. Being “good enough” is no longer good enough; people are looking for the Amazons and Starbucks of the nonprofit world.
- Loyalty is earned by sharing a consumer’s values.
- Nine in 10 invest in brands that set new standards, and 3 in 4 say that awesome customer service is an important way to accomplish that.
As fundraisers, we’ve read the statistics that tell us that overall, fewer than one in four new donors and fewer than half of regular donors from 2016 will donate to us in 2017. Hopefully, we know our own organization’s retention rate, and we are strategically seeking to improve it. So how do we give our donors that warm, fuzzy feeling that comes from knowing they are wanted by our organization, and thus increase the likelihood that they will give again?
First, take pride in getting things right. If you can’t spell my name right, it’s pretty clear you don’t value me. And when I ask you do to something, do it – don’t make me ask again. That’s awesome donor service that gets remembered.
Secondly, examine your processing systems and look for ways to be more efficient. Waiting six weeks for a response when Amazon can deliver my order from this morning by 8 p.m. tomorrow may not make sense to your donor. I agree – it’s not fair that we are measured against a well-funded company like Amazon, but that’s the reality, and we have to creatively deal with it.
Thirdly, tell me how wonderful you think I am. A timely receipt and warm message of thanks that positions me as a hero for giving a donation oozes with “wantedness.”
Do you want more loyal donors? Start by showing them how much you want them.