Building Long-term Relationships with Customers: Guide for NPOs
It is extremely important for non-profit organizations to build healthy, long-term relationships with their customers so as to keep functioning for a good period of time. Sometimes non-profits end up ignoring things like branding and marketing, assuming that these operations are limited to or meant for the business world. In fact, it is crucial for them to embrace these functions to get more volunteers, sponsors, donors and customers. Network building is solely dependent on how you present yourself to the world and it is true for non-profit organizations as well.
Understanding customers
NPOs must realize that their existing and prospective clients are their customers. If a non-profit is providing some kind of a service, even it is 100 percent subsidized and there is no exchange of money, it needs to be treated as if they are paying the customers of a regular (for-profit) business. The objective is to bring them back and also spread the word, encouraging others to reach you.
For non-profits, donors also need to be treated like customers. Non-profit organizations are dependent on the generosity with which individuals make financial donations, or even donate specific goods or items. Like all other businesses, non-profits also need to attract new donors while also retaining regular donors. Building long-term relationships with your customers means finding ways that encourage them to keep giving while also encouraging others to donate. You can earn the trust of your donors by showing transparency in your operations. Keep them in the loop about projects by communicating about updates, progress and utilization of funds. Also, you can add meaningful initiatives that encourage the donors to be associated with your organization in the long-run as well.
Building relationships with volunteers
Just like sponsors, donors and clients, volunteers are also customers for a non-profit organization. In fact, in the absence of volunteers, it is impossible for an NPO to survive, since they take the responsibility of execution of projects. Therefore, building long-term relationships with them becomes extremely important. They might not be offering financial aid, but they do give their time and effort. Volunteers deserve a similar treatment as that reserved for other customers. Express gratitude in the form of appreciation or small initiatives that make them feel that their efforts are being acknowledged. It will encourage them to continue their volunteer work with you and also bring others to give some their time to the organization.