Being donor centric begins with listening to donors.

OK, it actually begins with deciding to make the necessary organisational culture shift: Yes, we must listen to our donors if we want to retain them and survive.

So now that you’re listening, what are you listening for? Imagine yourself as that guy in the submarine with the big earphones, listening for the slightest warning ping.

What’s the most critical ‘ping’ for you to hear?

This article from MarketingProfs — Three Customer Feedback Myths That Deserve Busting — touts the ‘Net Promoter System’ (NPS), which boils it down to one key question, with one follow-up.

The NPS question: “How likely are you to recommend us to a friend or colleague?” The respondent ranks their likelihood on a 0-10 scale.

Followed by an open-ended query inviting responders to share any additional information in their own words. The real source of insight.

The broader advice of this article is that less is more — when you invite feedback, don’t overdue it. More questions are likely to seek information you want, as opposed to what the customer/donor wants to say.

Says the article: “The goal for customer feedback should be to learn what you’re doing well (so you capitalize on it), learn where you’re failing (so you can fix it) and spot new opportunities (so you can grab them).”

How many 10’s would your nonprofit receive?

Tom

P.S. Of course this point relates to soliciting feedback. But there’s much more to listening to donors … there’s something valuable to be ‘heard’ in every communication initiated by donors as well.

P.P.S. For a more rigorous assessment of NPS, read this critique by my colleague Kevin Schulman at DonorVoice. NPS is too simplistic for Kevin, mainly because it doesn’t explain the ‘why’ of commitment … loyalty can have  multiple drivers, such as trust and satisfaction. I don’t disagree, but I have more modest ambitions than Kevin. I’d be satisfied just seeing more nonprofits at least asking the ‘would you recommend’ question and fretting over the response. That would beat the hell out of riding down the attrition curve in cruise control. Having gotten that far, then call Kevin!