Carvana and Uncle Bill

Carvana and Uncle Bill – what of their success relates to the new age of today's fundraising?

Carvana, the creator of car vending machines and touchless car-buying tapped into a powerful truth about the used car buying market: people don't necessarily want to talk with a human salesperson when buying a car.

Now, that might have annoyed my late Uncle Bill, who was a successful, charismatic used car salesman for decades. His Rolodex of customers was thick with those he kept in touch over the years through phone calls and notes, sharing jokes, useful tips, and the periodic gift to celebrate special occasions. Uncle Bill would likely say his market responded to the relationship cultivation and trust he built through getting to know and genuinely care about his clients.

Relationships are essential in fundraising, but the digital world inspires an increasing body of donors who give online without ever meeting you or your organization in real life.  

What does this mean? Going forward, organizations may need to be just as engaging in their digital presence as they would aim to be in person.  It’s important to adjust and to treat your online relationships with the same care and consistency as Uncle Bill treated his list of clients. 

Beyond that first interaction, how are you working to cultivate, retain, and renew your donors’ support? 

I invite you to inbox me to set up a time to talk about being more like Uncle Bill *and* Carvana.

#fundraising #donors #donorcultivation #digital #onlinegiving #contributions