A very pithy post by Seth Godin this week …

Owning vs. renting

You don’t own attention or trust or shelf space. You don’t even own tomorrow’s plans.

It’s all for rent, with a cancellation clause that can kick in at any time.

The moment you start treating the rental like a right, it disappears.

That sure seems to apply to donors.

Don’t thank them. Don’t emotionally bond. Don’t personalize your contacts. Let your relevance slip.

Then watch that cancellation clause kick in!




This article was posted in: Donor retention / loyalty / commitment.
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