“Uh-oh, we’re almost out of Clark Bar’s medicine,” I thought. “Time to order it again.”
Clark Bar is a venerable gentleman cat of 18 years. He has a problem with his thyroid, so I give him soft tablets of methimazole mixed in with his wet food. I order the tablets from a compounding pharmacy out of state.
When I submitted the order by email, I received an acknowledgment immediately. Then, the pharmacy called to let me know they would be talking to the vet, to get authorization for the refill.
The next day, they called to say they expected to receive the authorization within hours and would fill the order as soon as they did. They emailed me to let me know when it was filled, and they sent me the FedEx tracking number for the shipment.
All in all, it took less than two days for Clark Bar to get his medicine–and I never wondered for a minute where my money had gone or what I would get in return.
Can your donors say the same?
Your donors are looking to you to mix up a cure for a problem they care about. It’s probably not their own problem, any more than Clark Bar’s thyroid is mine. But your donors care. They care intensely.
Are you leaving them wondering what difference their donation is making, from one annual report to the next? Or are you helping them follow it at every step, through great stories in your newsletter, email, blog, and social media?
Show the donors how they’re making an impact on their cat–I mean, their cause. They’ll order (I mean, donate) to you again.