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.

Loyaltybasedonemotions520

  • 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.


Comments

4 responses to “How emotional experiences can drive donor loyalty”

  1. Dan Margolis Avatar
    Dan Margolis

    I wonder who these 1.3 out of ten people who want _more_ to do with an organization after it leaves them feeling disappointed are.
    Thanks for the graphic, though!

  2. Dan Margolis Avatar
    Dan Margolis

    I wonder who these 1.3 out of ten people who want _more_ to do with an organization after it leaves them feeling disappointed are.
    Thanks for the graphic, though!

  3. Megan Hall Avatar
    Megan Hall

    We had author Leonardo Inghilleri come to Symphony for customer service training last week. Was really interesting to discuss loyalty and if the org can successfully recover from a problem for a patron, it fast tracks them to loyalty, whereas someone who has a fine experience and doesn’t get elevated to staff contact, they take many more iterations of your org/product before becoming loyal.
    We also talked about the training itself as being an emotional experience for the Symphony – to jump our awareness and energy for this work, if we seize the moment.
    Interesting stuff!
    Megan

  4. Megan Hall Avatar
    Megan Hall

    We had author Leonardo Inghilleri come to Symphony for customer service training last week. Was really interesting to discuss loyalty and if the org can successfully recover from a problem for a patron, it fast tracks them to loyalty, whereas someone who has a fine experience and doesn’t get elevated to staff contact, they take many more iterations of your org/product before becoming loyal.
    We also talked about the training itself as being an emotional experience for the Symphony – to jump our awareness and energy for this work, if we seize the moment.
    Interesting stuff!
    Megan

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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 BrooksJeff Brooks has been serving the nonprofit community for more than 35 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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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.

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