Using customer feedback to develop customer focused strategies can seem like a daunting task, but as one nonprofit shows us, it’s not as difficult as you might think.
For this organization, hearing from donors & potential donors was a critical first step when updating their fundraising strategy and how they do some things. They needed to gauge awareness of their mission, willingness to support the mission, and understand giving priorities.
An assessment was designed to do just that. The resulting donor feedback provided key insights for the fundraising strategy. For example, they needed more personalization with their donors - the “one size fits all” approach wasn’t cutting it.
• Awareness ranged from complete lack of awareness, to having a solid understanding of what they do and why
• There was a broad spectrum of desire to support the organization financially
• Engagement varied quite a bit from person to person
• Donors cared about different things and thus had diverse giving priorities
Clearly, their stakeholders were at all stages of the “donor continuum” (think “customer lifecycle”). Those differences need to be taken into account. We see the same thing in the CX world - Walker’s Customers 2020 report reinforced how customers will expect companies to know their individual needs and personalize the experience.
We can learn from the actions taken by the nonprofit to use the information. The team held a two-day retreat to develop a more personalized strategy. They identified specific words, phrases, topics, and messaging to use depending on the stage the person is in and what they care about. The segmentation and personalized strategy are also being used by development officers to target donors for specific requests. By understanding their donors, this nonprofit is providing a much more personalized message in their communications and fundraising approach.
These are just a few examples of how this organization has used feedback to change their strategy and approach…and it’s making a difference.
Vice President, Consulting Services