I’m amazed that there were not many more reactions/comments on this subject, because it is such an essential aspect and DNA-like component of constituent/donor/customer-relationship management (CRM) — in any type of business, but particularly in the nonprofit world.

I was struck by the comments of our colleague, Jay Goulart, in response to your follow-up posting on this subject earlier today. Where I had not, Jay picked up specifically on the key word “loyalty” in this matter, and I think he hits one of the more critical buttons in the CRM process.

I believe we all would agree completely with his points on constituent/donor/customer loyalty — and I hope, Jay, that I’ve got them straight and correct. One (an individual or an organization) can never ASSUME loyalty or that it is forever. One must always be conscious of reinforcing the reason/s for mutual attraction and loyalty. One must be always thinking about and acting on renewing key relationships (in order to maintain that loyalty). One must always be looking to keep things “interesting and fresh!” Just as in life and love, isn’t it? Jay hits the nails on the head! I look forward to his blog on this topic.

It happens that Henry Winkler, the actor we all know and love from the TV show, “Happy Days,” once made a comment that sums up all of this really well: “Assumptions are the termites of relationships!”

To operationalize what you’re suggesting I would encourage nonprofits think continuous attraction. Meaning you always have to be thinking and acting on renewing the key relationships. Keeping things interesting and fresh.

I plan on writing a blog post on this, thanks for the inspiration.