When non-profits need to act like for-profits

How important is customer service to the non-profit community?

This may sound like a strange question, since the obvious answer is very important.

Since non-profit organizations depend on volunteers to support the many services the agency provides, training for both volunteers and staff should be a priority but many times it is overlooked.

A volunteer or staff person of a non-profit organization is the face of that organization and can make or break its reputation in the community.

Non-profit organizations are like other businesses - they only get one chance to make a first impression. Just as for-profit companies must train their employees in customer service, non-profit organizations need to train their volunteers and staff how to handle their constituents.

It is important to understand and implement some key customer service tactics. Remember that you are a representative of the organization you are giving your time to and that your actions reflect directly on that organization.

Here are a few tips to get you started:

• There's something to be said for the retail adage "the customer is always right." For non-profit organizations that can also translate to "the donor comes first."

• Treat your customers the way you would like to be treated. Showing your customers a little respect can go a long way.

• Know your customers and make sure they know you. If these are people who you see on a fairly regular basis, make sure that you identify them personally and that they know your name.

• Give customers the benefit of the doubt. Proving to them why they are wrong and you're right isn't worth losing a customer over.

• Let your customers know that you are only human. It's alright if you have caused something to incur dissatisfaction. All it takes to rectify the situation is to admit that your organization was at fault, that you are sorry about the inconvenience and you are taking responsibility for fixing the problem. It's only when agencies start covering up their mistakes and refusing to admit their faults that customers usually get aggravated.

Here are some tips that are specifically important when working with donors:

• Address donors by their names. You'd be surprised by the number of times agencies deal with donors without ever once addressing them by their names. Psychologists can attest to the fact that names have a profound impact in any social setting because people simply love hearing their names called out. Donors are no different. Instead of the usual "sir" or "madam," address them by their names and you'll immediately notice the difference it makes in your relationships with them. The more personal the connection the better.

 

• Seek feedback from you donors. Your donors could be one of your better market research tools, so ask them questions that will lead to new ways of improving your mission. Remember, seeking a donor's opinion is also one of the simplest ways of showing them how important they are to your organization.

• Build trust by being transparent - Transparency with donors is essential to establishing trust with them. A trusting donor is most often a loyal one, so don't allow room for donors to question your organization's policies or ethics.

• Thank your customer - when was the last time you mailed out a thank you note, a letter of appreciation or just made a call to thank your donors? It is a simple gesture, but one that can mean the difference between a donor lost and a donor gained for a lifetime.

The Southwest Florida Community Foundation has been supporting the communities of Lee, Charlotte, Collier, Glades and Hendry through endowed funds for more than 30 years. With assets of more than $57 million and 314 endowed funds, the community foundation has provided more than $30 million in grants and scholarships to the communities it serves.

For more information, please call 274-5900, or visit their web site at www.floridacommunity.com.