Many charities depend on fundraising for operational revenue. But, how many could be making more money if they invested in branding?
“Branding?” many ask. “We have a logo. What else is there?”
OMG… so much more! A charity’s brand is way more than a logo, colors, font styles, and its look. It represents every single touchpoint in the organization.
What does that really mean?
Are your business or nonprofit customers happy? Do they toot your horn and contribute to your revenue? If not, perhaps you need to analyze why.
According to a recent McKinsey article, consistency is the secret ingredient to making customers happy. Some of us may have suspected that might be true, but, how to get it right?
“Using a variety of channels and triggering more and more interactions with companies as they seek to meet discrete needs, customers create clusters of interactions that make their individual interactions less important than their cumulative experience.”
McKinsey’s most recent customer-experience survey found that individual experiences aren’t enough to excite customers and build their loyalty. Continue reading