Treat Your Prospects Like Donors, and Your Donors Like Friends
There is one marketing truth you must understand: People give when they are ready to give, not when you are ready to sell (i.e., “ask”). So, just because your lead is not ready to buy (donate) today, doesn’t mean they aren’t important. After all, today’s leads are tomorrow’s donors, or next month’s or next year’s.
Treating your leads like donors ensures they will come directly to you once they are ready to “buy”.
I’m going to admit something that may sound a little arrogant. I have thousands of customers. They just might not be buying from me right now. But, whenever I’m talking to any fundraiser, I am thinking, “This is one of my customers.” I don’t even have a chance to tell them what PlannedGiving.Com does before I have categorized them as “Customer” in my head. Many times it is my perceived value of this person that causes them to want to learn more about us… and often earns me another customer!
Similarly, treating your donors like friends is going to dramatically increase your loyalty. And planned giving is all about loyalty. And we all want to feel like “one big family” and not just out there someone trying to sell us and that’s it.
(This article has been inspired by Clate Mask at Infusion Software)
Comments are closed.