Commercial marketers are as concerned as nonprofits, probably even more so, about customer loyalty. And building the trust that serves as the foundation or prerequisite of loyalty.

This article by Stephanie Miller of the Direct Marketing Association, Investing in Trust to Gain Loyalty, gives some insight into the commercial direct marketer’s thinking about loyalty and trust … and using data in a way that earns trust.

Stephanie lists these building blocks for building trust:

1. Permission. The basis for all trusted relationships, but only the beginning. Trust must be earned with each encounter.
2. Notice. Ensuring transparency around how marketers will use data and provide benefits.
3. Choice. A preference center can be a great tool, but it’s not the only way to engage customers. There are many touch points in a member journey that would benefit from a reminder or “rejoin” permission grant.
4. Employee Training. The treatment of customers in a store, over the phone, and via Twitter matters. Make sure that everyone is trained, sensitive, and empowered to respect customers.
5. Data Governance. Your entire marketing team should be trained in data governance and stewardship, to ensure that you have the right practices for your business to protect and responsibly use consumer data. The cost to your reputation from a breach or segmentation mistake can be onerous.

Yesterday’s Agitator post, Dear Bernard, reported how The Nation magazine made an initial mistake … one that every direct marketing program has made. They got the supporter’s name wrong (in this case, a subscriber). That in itself might be forgivable … one time.

But as Lance Colie commented on that post: “The real problem here is that The Nation did not respond when contacted. This is a different level of error …” It erodes trust. As Dennis Fischman wrote of his experience with The Nation: “…if they’re making this mistake with me, how many others are they offending with similar mistakes? ”

In that context, here’s Stephanie’s most important assertion: “Too many marketers trust that they have trust, without actively building trust.”

Yes, you must work at building and maintaining the trust of your donors. You cannot assume it. Use your donor data accurately and with the greatest integrity to build relationships. These days, consumers hear far too regularly about data breaches, and marketers and governments doing scary things with personal data.

Don’t add to the problem!

Instead, use your donor data to build the trust that hopefully — if nothing else — allows you to make the one-off mistake that a donor will forgive.

Tom