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.
