I Am Lapsed and I Still Got a Customer Feedback Survey
I realize I harp on customer feedback, satisfaction surveys and all things that sound similar. Well, guess what—I haven't given to a particular organization in at least two years and they want my opinion. Me! Little ol' me with a lapsed donor record and I'm sure I was less than a $25 donor. I was shocked and delighted all at the same time.
While I'm not going to actually tell you which organization I'm referencing (although I am always open to gifts) I will tell you two things:
- I am very proud of this organization for wanting to know where I've been and why I've been gone, and
- After being asked for my feedback I found myself wanting to actually donate
To me, they get a double bonus—feedback from their constituents and potentially a motivator for getting additional donations. It has been often reported that the simple concept of asking for feedback is an engagement driver. In fact, it is also reported that even when someone does not complete the survey, their satisfaction with the brand is improved because they were asked for their opinion.
So, once again, I ask all of you: If you aren't doing an annual satisfaction/input/feedback/customer service survey—why not?! This organization is not only asking for feedback—they've done it quite well. I'm not going to provide the whole survey but I'm going to tell you the highlights of what I think is a fantastic approach to asking me what matters and what I need:
- They took the time to ask me how I got involved with the organization in the first place.
- They wanted to know how I feel about my experience with their organization!
- They provided me with a selection of attributes and have asked me to rate the organization and also let them know how important those attributes are to me as well.
- They asked me what mattered to me and what did I need to hear about from them to make me feel good about their decision to be involved.
- They want to know how I like to communicate and how they're doing at communicating.
And, of course, there was more than what is above (including lots of details) but what is above is really a fantastic way to engage a donor (current or lapsed). Now, with all the praise, I will say they did seem to throw in a question that seemed exactly that—thrown in. After being asked about my opinions and what mattered and what I wanted, it felt a bit uncomfortable to be asked whether I've left the organization in my will. But, hey, they still get a B+ in my book. And, yes, I think I will go donate!
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.