Say Goodbye to Donor Churn

April 24, 2012 2:05 PM

One of my clients serves on the board of national charity.

Her biggest complaint about the organization was, they don’t
know how to thank their donors. At least, not in a way that’s memorable, unique
and personal. Not in a way that encourages them to pledge continued financial
support. Sherry’s charity defaults to the same, boring outreach efforts that
every other organization on the planet uses.

Thank you letters, social media shout outs, website leader
boards, interactive gratitude pages, certificates of appreciate, membership
dinners, newspaper ads, gift cards, progress reports, customized video
messages, personal phone calls, public acknowledgements, free facility tours,
pictures of staff members, annual report mentions, just to name a few.

So I posed a new question.

What if the
organization gave its donors a gift that reminded them why they donated in the
first place?

Something tangible. Something beautiful. Something to
memorialize the mission of the organization. And something donors could wear as
a badge, share with their friends and be proud to display in their office or
home.

That’s why I create brandtags for my clients. They’re social objects that make the mission more than a statement. Hand carved art pieces
that inspire people about who the organization is, what they do and why they
matter.

When a donor hangs the brandtag on his wall, he has no
choice but to tell everyone who comes in his office why his favorite charity is
so awesome. He becomes an ambassador for the human purpose of the organization,
using their brand as a stand.

Forget about donor churn, people like that give for life.

Because they don’t buy the brand, they join it.

LET ME ASK YA THIS…

Who’s joining you?

LET ME SUGGEST THIS…

For the list called, “6 Ways to Out Position Your Competitors,” send an email to me, and you win the list for free!

* * * *

Scott Ginsberg

That Guy with the Nametag

Writing, Publishing, Performing, Consulting

[email protected]

My job is to help companies make their mission more than a statement, using limited edition social objects.