Donor care or donor service equates to customer service in the commercial world.
It used to be that commercial companies like banks, telephone companies or even computer companies like Dell didn’t really pay much attention to customer service calls. They viewed customer service as a necessary evil and treated it as such. We all have horror stories of dealing with difficult, automated answering systems or mind numbing hold times while we waited for a real person to answer the phone.
Well, I don’t know if you are noticing, but that is changing in the commercial world driven by two insights. First, some companies are learning that branding their business on the basis of their customer service is very valuable and second, the downturn in the economy makes every customer very important.
Branding is the feeling of a company or product that you hold . . . right? The feeling and the perception all affect your emotional attachment to a particular brand. You may feel good about a brand and then one day you need to call their customer service. Your emotional attachment to that brand is on-the-line with that call.
A nonprofit is also a brand. The organization spends a lot of time and money cultivating and developing the donor relationship over many years. Then one day the donor calls the organization.
Last week, I called five nonprofit organizations between 12:30 and 3 p.m. their local time. I got voicemail for two of those organizations.
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