Some solid observations from the marketing guru on loyalty. And yes, as a nonprofit leader, you need to be passionate about loyalty.
First, an interesting definition: “Loyalty is what we call it when someone refuses a momentarily better option.” Not too sentimental … at first glance.
Then some bad news: “Loyalty isn’t forever. Sometimes, the world changes significantly and even though the loyal partner/customer likes that label, it gets so difficult to stick that he switches.”
And his conclusion: “Tell a story that appeals to loyalists. Treat different customers differently, and reserve your highest level of respect for those that stand by you.”
Take a minute and read the whole piece.
Do you have ten stories from loyal donors in your files? How are you using them?