Apr 26, 2016
As the commercial market becomes increasingly consumer-centric, nonprofits should learn from existing customer care best practices to keep their donors satisfied. Treating everyone the organization works with - from volunteers to vendors - with consistent levels of respect and quality communication encourages them to give their best and keep coming back.
Convenience is key to being an effective partner. Social media is preferred by modern audiences because it works well with popular mobile devices and offers direct interactions with organizations. Currently, 39 percent of marketers use Facebook, and 69 percent say it's an effective channel for easily solving problems presented by patrons. Simplicity is especially important when organizations requests donations or other services. If a nonprofit requires donors to submit personal details on long forms, it could frustrate potential givers. It's also important that donations forms and payment processing streamlines financial activities, so a shoddy Web design doesn't scare away funds.
Nonprofits should take the lead in communication. For example, Autism Speaks began sending out reminder emails when website visitors didn't complete online forms. The automated messages contributed to a 15 percent increase in donations. By reaching out to every visitor that showed interest, the organization showed it was paying attention and wanted to offer simple ways to stay involved.
When dealing with money, effective customer care should also anticipate apprehension about financial data. Payment processing services can help organizations communicate how the nonprofit will protect donations and private information. At the same time, a payment partner will secure the organization's funds. Nonprofits lost $108,00 per each instance of fraud in 2013, which is much more than the $90,000 rate in 2010.
If nonprofits practice effective customer care it should see repeat donations and enthusiastic partners. A payment processing partner can help companies keep track of increasing funds while simplifying financial procedures.