Strategic Fund Development: Building Profitable Relationships That Last, Third Edition

Creating Extraordinary Experiences

Now think about the second track, donor-centered cultivation activities designed to nurture relationships and build loyalty. But not just any activities. Instead, create extraordinary experiences. Your donors deserve no less. And in this day and age, your donors may expect no less.

Pay attention to that last sentence. In this day and age, customers expect great customer service and unique experiences. Places like Amazon.com give customers quick response, interesting choices, speedy service, customer reviews, and recommendations personalized to your interests. Apple Computer gives customers extraordinary design, geniuses to solve problems, unique products, and a shared experience that rivals any tribe anywhere ever. Now that’s loyalty!

Do you really think your donors will accept poor customer service, the poor customer service provided by so many NGOs? And if you provide good customer service—which is expected as the minimum—how will you distinguish yourself? How will you actively engage donor interests? How will you entice donors to commit more and more deeply?

Create extraordinary experiences. That’s the answer.

Of course, some of your cultivation strategies will be rather tame, sort of typical, good and solid standbys. That’s fine. But some, some must be extraordinary.

For example, how about inviting loyal donors—remember, loyalty first—to help the zookeeper feed the animals? Yes, zoos do this. They figure out how to ensure the safety of the ...