Does your nonprofit compete on donor experience?

15 Oct


If you look up the word “experiential” in the dictionary the definition centers on the experience you offer to the world.

It can apply internally and, perhaps most importantly, externally to your nonprofit.

Think of experiential as how anyone interacts with you. Is it easy? is it hard? Does it frustrate? Do you offer an experience in any facet of what your nonprofit does, including giving, that is something others will share on social media?

As you think about this you do have to ask yourself “Are we competing experientially?” “Do we get compared to other nonprofits and businesses based on the financial transaction experience?”

The fact of the matter is YES to a certain degree. And yet it cannot be denied that as you slide from OK to not-so-good as compared to both the for-profit and nonprofit worlds there are dollars attached to this slide. Experientially poor businesses and nonprofits will suffer in sales and donations.

This is why Amazon and iTunes were models for us when we built RAZ Mobile. Easy, secure and fast (15 seconds or less) giving for repeat donors. We offer the same or better experience as these e-commerce leaders.

Think of it this way. What if your local Starbucks took only one form of payment and it was pennies. Would you buy coffee there? Of course not. Pennies are money and yet no one wants to pay this way. It’s a bad experience all the way around. You’d be right to think Starbucks is crazy and you would likely wonder how long they will stay in business.

Moving away from this example to better experiences on the experiential scale, Starbucks has sought to lead with ever more ways to pay for coffee. This drives a positive first experience, better chances for repeat sales, increased volume and a faster path to money in their bank account.

The reality is that all experiences are judged on one scale and the act of giving to a nonprofit sits on the same scale along with buying coffee, a song or a book from Amazon.

Just how easy is it to give to your nonprofit?

The harder it is, especially on the device taking over online giving, the mobile phone, the less likely you are to get a gift, a repeat donor and a positive mention via word-of-mouth and social media.

So as the debate about nonprofits emulating for-profit businesses continues on, one area where your nonprofit is like a business is based on the experiences you offer and when money is on the line, emulating a business and offering the most frictionless way to a first gift and repeat gifts is the way to go.

Competing and excelling experientially can maximize your donation potential for your nonprofit in the same way it delivers results in  the for-profit world.

Dale Knoop is part of a great team working to make RAZ Mobile a great platform for any cause engaged in fundraising. Any cause can create an content-rich mobile presence, share it through text messages, social media, QR codes, advertising and more and best of all-quickly and securely process donations from motivated supporters. Dale holds multiple patents and applications for patent in the mobile space including advertising, content optimization, geo-targeting and negative QOS.

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