Today as I got my morning cappuccino, I noticed Starbucks is running a huge promotion – centred on buying beans, K-cups, syrups, cups and taking the Starbucks experience home.
Why would they do this? Isn’t the whole concept of drinking coffee at home Starbucks’ competition? Don’t they want me in their stores?
It’s because Starbucks has figured out something many charities haven’t tapped into yet: When you like something, you like doing it in different ways, and at different times.
I love going to Starbucks in the morning. I love chatting with the barista about my day as I grab my cappuccino. But I also love a cup of coffee in the office, a quick K-cup jolt in between staff meetings. I love a cup of decaf at 8 pm, enjoyed in my pajamas, on my couch. Having options makes me drink more coffee, not less.
If Starbucks was run like a charity, this promotion might not have happened. The director of In-Store Sales would be at the throat of the Director of K-Cup sales. “Those are MY customers, they come in the store every day – they get to know the baristas! It’s about relationships! K-Cups are a dumb fad you millennial idiot”… “No! In-store sales are dead! Convenience is the thing! K-Cups are the way of the future! MY customers want convenience, you dinosaur.”
As funny as that is, it is a sad reality for many charities – with annual giving, events, major gifts and planned giving all fighting over donors. “You can’t talk to event participants about monthly giving!” “Hey planned giving, back off my mid-level donors, you’re making them uncomfortable.” “Get out of here major gifts, no one invited you, you glory hog.”
It makes me sick.
When did we start thinking of this as a competition?
When did we become so entitled?
When did we start thinking we owned our donors? Like they are our property?
They are not YOUR donors, you are THEIR charity.
That means you have a responsibility to put aside the egos and the silos, and do what is best for the DONOR. You need to trust each other enough to help one another, and to make smart decisions about how to offer your donor the chance to give and be involved in all the ways THEY choose.
Because if your donors love your cause – the way I love coffee – they are going to choose to give in different ways, at different times and in different amounts. Good customer service means you make sure those options and choices are there – when THEY want them.
Do you want to:
- Understand how to overcome internal silos within your own organizations
- See how four different organizations are leading the way in breaking down silos, driving integration, and thinking differently about their fundraising programs
- Learn different strategies that you can incorporate into your own work to help address silo challenges in your own organizations
Then sign up for this webinar today: Breaking Down Silos: Great Ideas that Drive Integration & Results!
Out of the box creative is more than just a crazy concept from your Creative Director – creative innovation can help you connect with new audiences, help cement your relationships with the donors you already have and drive increased results. See how informed strategy and inspiring creative helps you to innovate and truly integrate channels and messages that resonate with your target audiences. See how you can break down internal silos and drive results for your own organization!
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Written by Rory Green
Rory is a Senior Development Officer by day, and FundraiserGrrl by night. As a major gifts fundraiser, she connects donors with an opportunity to invest in a better future. FundraiserGrrrl is a blog about her cheeky observations about life in fundraising.
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