“Of course we are donor-centred,” he said, stabbing his most recent letter proudly.
“Look… We start off the letter with the donors name! And we have like… Six ‘you’s’ in it!!!”
I looked at him. Not quite sure how to respond.
This is what I would refer to as,“donor-close”… Not “donor-centred”.
Like Maeve mentions, what counts are the extra things you do, the personal things, the human to human touches you can create that really put you smack dab in the middle of donor centredness.
A few mentions of your donors name and the word “you” are not going to cut it.
How far can you go, before it becomes impossible to manage, to make your latest direct mail, newsletter, e-blast, tweet – as personal as possible?
And have you gone as far as you can?