I love to speak on Donor Loyalty because loyalty is impacted by so many touch points. One of those touch points near and dear to my heart is direct mail. I believe in this time of reduced mailings, direct mail is a secret weapon if done right. According to a survey in the October issue of Fundraising Success, I am right. Sixty-one percent of donors give by mail. Now I do believe a multi-channel approach is best, but for the sake of this blog post I am going to stick with direct mail.
During a recent talk, I spoke of a great direct mail piece I received from Food for the Poor. I decided to share that piece in all of its glory with you here.
I really enjoy this piece because it:
· is unique.
· has a clear call to action.
· shares a compelling story of how your donation will help.
· stands out in your mailbox.
Take-away:
Try something different. If you have been sending the same direct mail to your loyal donors for years, it is probably time for a change. Experiment with some new ideas to see if you can increase your response rates. I bet you can!
Showing posts with label Customer loyalty. Show all posts
Showing posts with label Customer loyalty. Show all posts
Monday, December 27, 2010
Thursday, October 21, 2010
Dictionary Term: Customer Loyalty...Now what?
I saw this in a newsletter today.
Customer loyalty - The new imperative of marketing. As the marketplace approaches a super-saturation of products–-as the power in the marketing equation shifts from product to consumer–-brand loyalty disappears. To survive, companies will have to create loyalty relationships with their customers, one customer at a time, according to IEG.
Great now what?
I always laugh when I see things like this. What are we supposed to do with this information? I think we all know this is coming, but it doesn't really help us figure out what we can do.
Here are 3 tips that can help you create loyalty:
1. Surprise your customers. When was the last time you got a surprise? The point isn't that you got it, it is that you just remembered it. The unexpected element of surprise makes it memorable and helps contribute to loyalty. Think about how you can surprise your customers.
2. Listen to your customers. The old saying, the customer is always right--is BS, but listening to what they want and need can help you figure out how to better serve them.
3. Respond to your customers. Interacting and responding to customer needs is critical in establishing loyalty or a relationship. Customers need to know that you are working to correct a problem. They want to know what you are planning for the future. They want to be a part of your organization.
Take-Away: I make it sound easy, but this requires a lot of committment and effort to "get it right." However, as the power in the marketing equation shifts from product to consumer, and brand loyalty disappears, ask yourself am I doing what I should be doing for my organization to survive?
Customer loyalty - The new imperative of marketing. As the marketplace approaches a super-saturation of products–-as the power in the marketing equation shifts from product to consumer–-brand loyalty disappears. To survive, companies will have to create loyalty relationships with their customers, one customer at a time, according to IEG.
Great now what?
I always laugh when I see things like this. What are we supposed to do with this information? I think we all know this is coming, but it doesn't really help us figure out what we can do.
Here are 3 tips that can help you create loyalty:
1. Surprise your customers. When was the last time you got a surprise? The point isn't that you got it, it is that you just remembered it. The unexpected element of surprise makes it memorable and helps contribute to loyalty. Think about how you can surprise your customers.
2. Listen to your customers. The old saying, the customer is always right--is BS, but listening to what they want and need can help you figure out how to better serve them.
3. Respond to your customers. Interacting and responding to customer needs is critical in establishing loyalty or a relationship. Customers need to know that you are working to correct a problem. They want to know what you are planning for the future. They want to be a part of your organization.
Take-Away: I make it sound easy, but this requires a lot of committment and effort to "get it right." However, as the power in the marketing equation shifts from product to consumer, and brand loyalty disappears, ask yourself am I doing what I should be doing for my organization to survive?
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