How emotional experiences can drive donor loyalty

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12 April 2017

How emotional experiences can drive donor loyalty

I'm sure nobody is surprised that the way a company makes you feel has a lot to do with how likely you are to keep doing business with it.

That's what a new study, reported at the Customer Experience Matters Blog shows: Examining 10 Emotions, 8 Interactions, and Resulting Loyalty.

This chart shows 10 emotions consumers used to describe how they felt after interactions with companies.

Excited, Appreciated, and Happy lead to the most loyalty.
Angry and Disappointed lead to the worst loyalty.

Now the research is looking at interactions with companies, which have a high capacity to torment and annoy us. (I'm talking about you, insurance industry!)

I don't think nonprofits are positioned to do that as much.

But we can do things that might make donors feel Excited, Appreciated, Happy, and possibly Confident or Relieved. And doing so can lead to better donor retention -- that is, more fundraising revenue.

Posted by Jeff Brooks on 12 April 2017 at 12:14 | Permalink

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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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Jeff Brooks has been serving the nonprofit community for more than 30 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 [at] jeff-brooks [dot] com. More.

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