Don't neglect the people who want a relationship with you

Just the other day, I decided to resume support of one of my favourite causes. I had stopped giving a while ago and wanted to start giving again. It was the right time for me to do so.

I completed the form on-line, and in haste transposed some of my account details. As a result, I received a call from the organisation's supporter care team. 

I confirmed my details - now accurately.  I confirmed the amount. And I was even asked whether I had seen anything to prompt my giving.  All good. 

Now this is where it wasn't so good, I had supported previously for a long time, and made additional gifts on top of my Direct Debit, but there was no mention of that fact in the call - a lost opportunity to demonstrate they knew me - to welcome me back.

When I confirmed my details - I was not asked about Gift Aid. I mentioned it. The women on the phone said we probably have it from the last time - which she checked and that was the case. But it might not have been.

Finally, I am a previous supporter, who has just proactively signed up to resume my support and in the current environment I would have certainly asked about contact preferences.  Would I have opted-in to telephone - yes of course!  I would have opted-in to all of them - explicit agreement to receive communications from them, but I was not asked and the subject was not even raised. 

Yes, of course my previous preferences could still stand. But coming back to the point that I proactively resumed my support - there was an opportunity missed to market consent to me and to check that I was happy with what had gone before. Another opportunity to engage me in a positive way and elevate the call beyond one of mere transaction.

And there it is. It seems that as a sector we are so obsessed with the 'new' that we are not very good at dealing with and maximising on, the opportunities that come to us.  In this case in the form of an engaged, proactive supporter who likes the cause so much that they will probably do what is asked and so much more. But being mindful of these rare folk just seems to be an after thought - and that mind set really does need to change.

Thanks as ever for stopping by.