Sue Hoye over at the Chronicle of Philanthropy’s Prospecting blog offers disturbing statistics about donor experiences with nonprofits.
The Great American Donor Survey, conducted by Campbell Rinker, a marketing research company in Valencia, Calif., that specializes in nonprofit work, found that 83 percent of charitable donors consider the giving experience to be what they expect. Only 13 percent say the charity they supported went beyond their expectations.
Yikes! It’s being remarkable that gets people talking about us. Going above expectations. Think Seth Godin’s Purple Cow: Transform Your Business by Being Remarkable or McConnell and Huba’s Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force.
I go into this in great detail in Creating Donor Evangelists. For a free sample of the program, go to A Fresh Look at Alumni Relations.