As we honor our mothers, it’s fitting to reflect on the foundation they helped us build. Just as they shaped our values, they also influenced the way we create and sustain our personal brands today.
Much like how our moms instilled in us the importance of keeping promises and expressing gratitude, these same values are central to building trust and loyalty in fundraising.
The Foundation of Brand Loyalty: “How May I Help You?”
One of the key lessons in brand building comes from Art Ciocca, a renowned figure in marketing. He believed that a real brand is not just about recognition—it’s about loyalty. And loyalty, according to Ciocca, is anchored in one simple question: How may I help you?
At its core, building long-term loyalty is about being “other-directed”—putting the donor at the center of everything you do. By creating value for your supporters, you’re not only fostering loyalty but ensuring the longevity of your organization’s success.
Why Building Trust Matters
Brand loyalty is built on two essential elements: liking and trust. While we often focus on recognition through positioning and differentiation, trust is what keeps donors coming back. So, how do we create that trust? It’s about delivering on promises consistently and showing genuine appreciation for your supporters.
Think about the basic values our mothers taught us—following through on commitments, expressing gratitude, and putting others first. These values form the bedrock of brand loyalty.
The Importance of Paying Off Your Brand
Rather than focusing solely on recognition through positioning and differentiation, it’s critical to also invest in building long-term loyalty. Many nonprofits struggle with donor retention due to high staff turnover, unfulfilled promises, and a lack of recognition for contributions. In some cases, nonprofits fail to put their donors first, which can erode trust and lead to declining loyalty.
Addressing the Gaps: How to Build Strong Donor Loyalty
Here are a few common issues that nonprofits face when it comes to donor loyalty:
- Inconsistent Gratitude: Donors often feel unappreciated when thank-you notes are delayed, disorganized, or nonexistent.
- Unfulfilled Promises: When nonprofits fail to deliver on their promises, donors lose trust.
- Poor Stewardship: Organizations must give credit to donors for their role in achieving mission progress.
It’s far more effective to retain donors than to constantly seek new ones. Yet, many organizations invest heavily in acquisition while neglecting the systems needed to maintain donor relationships.
Final Thoughts
The values our mothers taught us—gratitude, commitment, and putting others first—are timeless lessons that apply to every aspect of life, including fundraising. By focusing on loyalty and trust, we can build strong, lasting relationships with our donors that will sustain our organizations for years to come.
So, as you reflect on the lessons you’ve learned from your mother, consider how those same values can guide your approach to building loyalty with your supporters.
