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Want to directly influence your supporters’ behaviour? Give them an ongoing sense of belonging, helping them to feel part of something special, and you can. From fundraising and spreading the word to turning up and getting involved year-on-year, emotional experiences drive decision-making.
Simple in theory, yet all too often charities leave their supporters feeling isolated by delivering process-driven supporter journeys, without due consideration for why people choose to support their valuable cause over thousands of others.
With events and community fundraising major income generators for charities, it goes without saying that it is important to get this bit right. Charities need to deliver contact strategies that win (and keep) the hearts as well as minds of its supporters, in order to reap long term financial benefits.