Is anyone’s loyalty programme actually working (and, just to clarify, I’m using the more traditional definition of ‘working’ as you used to lose loads of donors but now you don’t)?
I’ve never met anyone (who wasn’t selling such a programme) who could answer ‘yes’. But that doesn’t stop us squandering enormous amounts of time, energy and money on an entirely unproven ‘best’ practise that’s making things worse. I know several fundraising directors who know for sure retention got worse after they introduced their loyalty programmes. But they continue to run them. It would be funny if it wasn’t tragic. (more…)