I've been reading other blogs and pr lately about the difficulty of creating an experience for our "customers" - our donors. Unlike the for profit world, which if they get people to touch it or try a product, they can usually make a sale.
I am going to tell you about a car dealer who offers innovative experiences and then about a nonprofit that's also creating an innovative experience.
On a plane flight recently, I met a fascinating man. He owns a number of car dealerships in the Midwest as well as a very large fleet business. To create a warm, wonderful experience for his customers he offers a free car wash, manicure and massage, - anytime. I think that creates two things - first, a way to get traffic into his "stores" where the relationship can be continued and a way for people to see the new "products." Second, these services create a "buzz" so that people talk about the dealerships with their friends.
On a similar note, a local church just announced a series of "networking" groups "Let's Connect." Their "Business Connection" is a collection of programs and services to help their congregants in this volatile business environment. In the challenging times that lay ahead The Business Connection connects congregants and their businesses with each other so they face the challenges together.
How does this help people see the "product"? The clergy are present, the meetings are in the church and the participants learn more about the "products." The congregants also meet with their fellow members on an ongoing basis, helping to build an relationship with each other (and with the church). Best of all these are emotional encounters.
I think the church, which is looking to hold onto its members and find donors for its capital campaign has found a great way to deliver wins to its stakeholders when they need them most!
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