Are Consumers Worried About Sharing Their 'Voice'?
To me, it seems that the media has a new story on data breaches all the time. The "to me" and "it seems" are important parts of today's blog.
There are a lot of studies out there about what consumers think about privacy and their personal information. In my opinion, the summary of all the studies is that consumers (across all age groups) are concerned about how their personal information is used and there is a sense that the use of their personal information is out of their control.
But, I'm not here to debate the studies. What worries me most is that because of these concerns and sense of inability to control how and why data is used, consumers — our donors — will stop sharing their voices with us. I have preached the priority of feedback and understanding how your donors feel about your organization and their experiences.
Apparently I'm not the only one worried about this, and the fine folks over at MarketingProfs just posted a great article by Tyler Douglas titled, "Four Ways CMOs (and All Marketers) Can Get Closer to the Customer Voice."
Douglas hits the nail on the head and provides four tips that perfectly apply to all of us nonprofit marketers and fundraisers.
- Listen before you ask.
- Tell people what happened to their feedback.
- Ask for permission.
- Avoid using vague buzzwords.
Check out the details in his article, and I challenge all of us to run through this quick checklist and see how our feedback tools (and feedback loops) match up.
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.