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Donor Experience

Donor Experience

So many times, transformation into a donor focused world is framed as a no brainer. We feel like idiots that we aren’t there yet. Why aren’t we on board? Why is our nonprofit so immature?

The fact is, transformation is hard. It is hard, hard work. It takes discipline. It won’t happen overnight.

It isn’t free. It will cost us not only a little but a lot.

We need to convince ourselves, and other leaders, it is worth it and that we will be in it for the long haul. Otherwise, what is the point of it all?

It requires discipline. Ad-hoc approaches can solve isolated problems, but systemic change requires a much more disciplined approach. That’s why the quality movement created tools and techniques — many of which are still used in corporate Six Sigma efforts. These new approaches were necessary to establish effective, repeatable, and scalable methods. A key portion of the effort was around training employees on how to use these new techniques. Customer experience efforts will also require training around new techniques. Here are a few posts that describe this type of discipline: Four Customer Experience Core Competencies, Customer Journey Mapping, and The Six Ds of a closed-loop VoC Program.

Source – Bruce Temkin: Experience Matters

So, why should I make an effort at improving the donor experience? I can’t answer this for you. You must decide it is worth it. You must commit to seeing it through. What benefits do you think will come from it all? How much more money do you think you will bring in for your nonprofit?  Is it really worth it? Is this something you see continuing to engaged in five years from now?

The “why” of it all is important to know. It is worth taking a few days off to figure it out. It is useful to engage your team in deciding to move ahead with a radical focus on the donor experience. It will be time well spent.

So here are some questions to answer.

  1. What is this about?
  2. What does it mean?
  3. What is the end game?
  4. What should you do next?
  5. How do you want to accomplish this?
  6. Who needs to be involved?
  7. Where in the organization should leadership come from?
  8. What are the requirements or constraints?
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