3 Ways to Maximize Your Loyalty Program
There are so many avenues for thanking donors these days- email, mail, phone calls, and now of course, text messaging. Not only do you thank donors with words of appreciation, you send them premiums, you mail stickers and keychains, and maybe even take a trip to their home. When all is said and done, perhaps the most valuable way to thank your donors is through a loyalty program, which offers not only a great value for donors, but opportunities for you to retain and upgrade those donors.
Let’s dive into three ways that you may be able to maximize the worth of your loyalty program.
- Make the Loyalty Program a clear benefit of membership.
Whether a donor gives for the feel good feeling, or the mug, a loyalty program goes a long way and drives the point home that they are a valued donor to your organization, and not just a number on a tax receipt. The benefits of said loyalty program must be clearly communicated up front, making it obvious that with your gift, you have access to all the perks of being a donor Highlight this in your newsletter, online, on your pledge page and beyond!
- Use the loyalty program as a touch-point throughout the year.
Find ways to maximize communication through the loyalty program. New donors should receive a welcome series, whether that’s through email, mail, or text message which explains the benefits of this program, while of course expressing your thanks once again. The engagement shouldn’t stop there. Look for opportunities to reach out regarding special features of the program, reminders to utilize the benefits, or a simple reiterated THANKS! And of course, take advantage of the chance to upgrade donors wherever possible.
- Set expectations for renewals.
The purpose of a loyalty program is to keep donors, well, loyal. When they are privy to the benefits your organization’s loyalty program, they should also be aware of the opportunity to renew in order to maintain their status. Benefits should come with expiration dates (hint: renewal dates) and these deadlines should be clearly communicated throughout the year.
When it comes down to it, there is a big difference between a satisfied donor and a loyal donor, so maximize your efforts by keeping these three principles in mind.