Never lose sight of customer experience
Deep down, every nonprofit begins from the same place: An individual or group needs to propel change. As organizations grow, the mission is perceived as the primary driver for recruiting support. However, believing that the mission alone is enough to grow and sustain that connection is a dangerous oversight. Organizations should never lose sight of how they interact with their supporters who want to identify with their core identity — or brand — in the process.
As Sergio Zyman, author of “The End of Marketing as We Know It” explains, a brand is “a container for a customer’s complete experience.” Though nonprofits tend to speak less about branding than their for-profit counterparts, they’re still bound by branding rules. A brand frames the relationship between the entity and its different audience segments by connecting all the players and ensuring they feel appreciated and affirmed.
Regrettably, many nonprofits don’t lean on customer experience to maintain the momentum needed to solidify and enrich their brands — and it’s costing them. According to The Chronicle of Philanthropy, less than a quarter of American households invest disposable income in charitable giving — proof that philanthropic instincts seem to be shrinking with each generation.