Think about this.
Can you recall one instance so far today where being a customer or using a product or an interaction with a business made you feel like a hero?
I don’t know about you but for me, the answer would be no. I went to the ATM and had to press “ok” like, three times because the first time, apparently I wasn’t sure. My computer crashed because I performed an action on it I wasn’t suppose to. I got a mailing that referred to me as “Dear Friend“. And I’m a monthly donor. I didn’t get my free latte because the freebie expired yesterday. I couldn’t figure out what set of stairs to take to get to the train I needed to get into downtown because the sign wasn’t clear.
Fail. Fail. Fail.
Yesterday, I went to the pub in town for a beer and checked in on Foursquare. By the time I got to the bar, Leigh, the server had poured my favorite, a Rickard’s Red and asked me if I got to watch the United game on Saturday. Also, I got a call from a board member of my favorite charity who asked me how Tara was, and to tell me about the BBQ they had this past week for the women of the shelter because of my recent gift. To top it off, I got an email from the gym where I workout, telling me that they were giving me a free month because… Well, just because they appreciated me for being a loyal customer…
Win. Win. Win!
In one instance the hero, the next a zero. But mostly a zero.
Back to you again.
When was the last time you felt like a hero? By giving, by going, by talking about, by hanging out at, by using…
And how did you feel when you were made to feel like a hero?
Like you were walking on Cloud 9 right?
And what did you do after you were made to feel that way?
Did you repeat the same action to hopefully be made to feel the same way again?
Think about it.
Feeling like a hero in our day to day lives is such an extraordinary thing because it rarely happens any more. As consumers, customers and donors (heck, even as friends and family), we are made to feel like it’s our fault that some part of the system doesn’t work, or broke, or didnt work out, or whatever.
Think about donors.
If you make them feel like heroes, what do you think will happen?
Human nature says they will want to feel that again. And again. And again.
Because it’s so extraordinary.
Think of the perfect, donor focused letter…
“We have this problem that you CAN help fix and this is what we need. This is why we need it. Last time we had a problem like this, AMAZINGLY, you stepped up and fixed it!!! We know that you, like us, really want to see this resolved and, what the hell, we are gonna jump the gun a little and say thank you for considering it. Here’s what will happen when you help us. Thank you again so much. You are the best and we couldn’t do it without you.”
I (the donor) am the hero here. I know I will be the one being carried around on people’s shoulders when I give.
I think you get my point.
When your donor is the hero, you win because they will want to be the hero again. And as long as you keep giving them ways and reasons to be the hero, they will step up. Again. And again. And again…
It’s human nature.