Face it, you are competing with about 1 million other worthy organizations around the United States. But you can win!
The most competitive for-profit businesses compete by doing the following and you should do the same:
1. Decomoditize
Be different. Then focus your promotions on your uniqueness. And finally, provide customer service for your supporters that reinforces your uniqueness with unsurpassed engagement experiences. Apple is just a computer company but they command higher prices because they do this so well.
2. Build an army of evangelists
Use your happy customers (supporters) to help promote your organization. Be actively engaged with them through live streaming video, social media, mail and any other form of communication that is appropriate.
3. Have a loyalty program
Consider a formal loyalty program that gives incentives to do more business with you. Or, just deliver amazing customer service that makes the customer feel so special that he/she wouldn’t consider doing business with anyone else. For major donors and legacy society members, give them a V.I.P.-level engagement experience.
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