Do you have a system in place that helps you let your customers (donors) let you know that you care?
What I see more often is that people either:
- Care about customers (donors) but don’t have a system
- Have a system but don’t really care (or don’t succeed in sending messages that communicate care)
That is, you want your customers to experience how much you care, and need to do this in a way that prioritizes the most important customers and doesn’t suck the life out of your communication or your relationship.
Usually what happens is either that people care tremendously but feel that a systematic approach will somehow undermine the purity of that relationship, or they figure that efficiency is really important so do things like send the exact same message to 20 people, which all 20 people see through immediately.
The tough part thing is that really caring doesn’t actually scale all that well, so your list has to remain shorter than you might like so that the roots can grow deeper.