Tuesday, April 24, 2012

Say Goodbye to Donor Churn

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.

Who's joining you?

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

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Scott Ginsberg
That Guy with the Nametag
Writing, Publishing, Performing, Consulting

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

Want to download your free workbook for The Brandtag Strategic Planning Crusade?

Meet Scott's client from Nestle Purina at www.brandtag.org!