Referring to how Zappos does marketing, she asked: “How can you personalize the way you thank your donors so that they hang onto it for months?”
She shared a simple way of doing this via hand-written “thank you” cards to donors – just to say thanks.
No ask, no link, no call-to-action. Just thanks.
You: “But I barely have enough time to keep my donor database current. How can I possibly send out hand-written note cards to each person, without needing shock therapy?”
Confucius: “By sending cards that matter to a few.”
Using your superpowers
Knowing who to send the cards to requires only your wisdom. Wisdom that’s derived from compassion you naturally have because you care deeply about your supporters, and you care deeply about your cause.
Think about how you felt the last time a brand actually cared about you. It felt so refreshingly human, you had to tell others!
Launch a caring campaign
Stop thinking “programs” and “campaigns” on this one.
Instead, start growing a culture of spontaneous caring within your organization. Spend a few minutes each day learning what’s important to your donors. What struggles (and victories) are they going through in their personal lives?
Then, using wisdom, do something tangible to show you care.