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06 November 2013

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Jeff,

I love this point you make as it is something I have been applying to my business everyday. So many people settle for customer satisfaction when in fact, customer satisfaction does not add much value. Companies need to Wow their customers every day and create loyalty. Its the best form of marketing, cheap and efficient.

One touchstone in this regard for me is the story of one of the gas station chains. Their ad agency decided that they were going to compete on bathroom cleanliness - everybody loved the idea. But they also knew it would be lot of work to actually keep the bathrooms clean, which they did - for the duration of the campaign, at least! If the customer experience doesn't align with the marketing, things will not go well. That goes for non-profits, too.

The corollary to this in the nonprofit world is the organizations that call themselves donor-centric, yet treat their donors like ATMs.

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What this blog is about
The future of fundraising is not about social media, online video, or SEM. It's not about any technology, medium, or technique. It's about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It's already here. More.

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About the blogger
JeffJeff Brooks, creative director at TrueSense Marketing, has been serving the nonprofit community for more than 20 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you'll join him in that opinion. You can reach him at jeff.brooks [at] truesense [dot] com. More.

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