Do You Want To Be Wanted?
Would you believe it took a study to discover we want to be wanted?!
That’s right, the global ad agency, Wunderman, commissioned a study with Penn Schoen Berland that found that 79% of consumers in the US and 72% in the UK between the ages of 18-65 want brands to actively demonstrate that “they understand and care about me”.
Going further, the study says that 56% of US consumers and 54% in the UK say they feel more loyal towards brands that show a deep understanding of their priorities and preferences. More than eight in ten are more loyal to brands that share their values.
Be still my heart!
In case you always merely had this gut feeling (scoffed at by your peers) that people — maybe even your donors — enjoy feeling wanted, now you have empirical proof.
And where there’s empirical proof, we must elevate the principle and give it a formal name, as Wunderman has done … “Wantedness”.
Not only just a name, this new marketing concept even has its own website: www.wantedness.com. You must visit.
For any fundraisers who are still not sure your donors want to feel wanted, this study should put the matter to rest.
Actually, I was struck by one observation on the site.
They point out that you (your company, nonprofit) are not just measured against your direct competition, you are measured against the best brands that your customers/donors typically encounter. That means, particularly with respect to customer service and experience, the likes of Amazon, Netflix and Starbucks.
Do your donors feel as wanted by your organization as they feel they are by Amazon, Netflix and Starbucks?
Good luck with that!
Tom
P.S. I wonder if Wunderman has heard of Cheap Trick? They knew this back in 1979.
One response to “Do You Want To Be Wanted?”
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oh geez Tom, now I’m going to have that song in my head all day! 🙂