Fixing Hidden Leaks #4: Credit Card Hell
In Hidden Leaks #2, I warned of the likelihood that a bad Donation Page will drive even the most loyal of donors to the exit.
Getting down in the essential weeds a bit more, here’s an important message about another processing ‘leak’ — and loyalty opportunity — in the retention bucket. A leak unnoticed or ignored by most organizations.
From Fern Sanford of Fern Sanford Creative:
“Since you have been talking about donor experience lately, I wanted to tell you about something that just happened.
“I had the third credit card replacement for a data breach. As I was going through my statement with my credit card company, [the representative] asked me what companies I had authorized for monthly payments.
“Oh @##$, there are a lot of them. As I went through the statement, I saw that my monthly guardian payment for the ASPCA included a phone number in the purchase detail. They were only ones to do this, aside from Angie’s List. Plus, making a change due to a data breach was the first option in the number I called.
“This made it really, really easy to call in and make the change. Although I am a long-time fundraiser, I still feel like a heel when a payment lapses (even if it is not my fault).
“The only thing I’ll add is that one business just gushed all over me for being pro-active about this. And after the inconvenience and all of the voicemail hell I’d been through, it felt nice. I’d tell any organization that has monthly giving as part of their plan (and it isn’t everyone by now?), these are all changes worth implementing.
“And you might want to note in your database folks who do this, as they are probably among your most loyal donors.”
Indeed they are among the most loyal. And to lose them by inconveniencing them is really inconvenient. If copywriter Fern notices and appreciates what ASPCA did to make her continued support easier and simpler, we all should.
An Agitator raise to both Fern and ASPCA.
Roger
P.S. The seemingly little stuff really does matter when it comes to holding on to donors. Please send me your experiences and suggestions for ‘Hidden Leaks’. Thank you.
7 responses to “Fixing Hidden Leaks #4: Credit Card Hell”
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You might also consider how many blogs, such as your own, lose occasional followers, such as myself, because we do not remember our tinypass passwords and get lost in the minor maze of screens when we have to request a password update.
You might also consider how many blogs, such as your own, lose occasional followers, such as myself, because we do not remember our tinypass passwords and get lost in the minor maze of screens when we have to request a password update.
Oh, and are then unable to decypher the captcha code
John,
You’re absolutely correct about The Agitator’s miserable failure when it comes to making things easier for our readers. Tom and I are at work right now on alternatives to the current paywall hell. And, at the same time we’re updating the Agitator clear and easy mobile use.
Roger
Fern, you are always a wise one. 🙂
I personally like the ‘sad baby face” that tells me “You’re not able to read this” and have to log in, as I’m a paid subscriber. You asked for it:)
There are two bad donor experiences that have stuck with me. And both could have been avoided with very little effort.
The first was an organization that was very aggressive with telefunding. I asked not to be called – ever – and mentioned an injured person in the household who needed rest, not interruptions from the phone. At that point, I only wanted that thing to ring in an emergency. They said all the right words. Then called again two nights later. And again. And again. Obviously, they weren’t troubled about maintaining lists properly. Infuriating!
I wrote about the other experience here http://mcahalane.com/no-thanks/. Short version? The “thanks” for a memorial gift told ME to alert the family. Sent me a blank branded card. Gee, thanks. Worse was that there was no way to contact a person at this giant charity. I finally found a call center person who got a message through. Weeks later I was told that the family HAD been notified. So why tell me it wasn’t going to be done? Just stupid. And hey, if you want donors, be sure they can reach you easily! Why hide?
We all make mistakes. But the things that are easily remedied… we need to do that. Thanks for calling some of them out – maybe we’ll save someone from the same mistakes?
The best organizations and fundraisers always recognize that online giving is a process, one that requires regular monitoring, revisiting, and tweaking. I’m sure I’ve lost both subscribers and customers along the way as I’ve figured out the best way to create a seamless experience. Including a phone number on my forms is a new addition. Thanks guys.