Are customer relationships as important to non-profit organizations as they are to for-profit organizations?

I addressed this question today in a speech to 160 non-profit executives in Jerusalem. The speech was titled, “Creating We Relationships: Turning Donors Into Partners,” and was sponsored by the most “We” bank I’ve ever seen – Bank of Jerusalem.

My answer to this question is an unequivocal “Yes.” The difference between, “I support Organization X, they do great things,” and “I am involved with Organization X, we do great things” is significant. When a donor stops thinking of a charitable organization as “Them,” and begins to think of himself and the organization as “We,” magic happens. Donations go up, involvement goes up, and the donor will be more likely to introduce friends to the organization.

The same can be said for the non-profit organization’s other customers, such as funding agencies and foundations, volunteers, board members, and recipients of aid. A We relationship leads to actions that drive results.

It’s always important, when working with non-profit organizations, to recognize where they are different from for-profit organizations. When it comes to customer relationships, they are, fundamentally, the same.

Click here to download the slides from the presentation.

Click here to read today’s Jerusalem Post interview with me about this topic.

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