The Process of Constituency Development
Don’t focus on donors only. Think about your clients and your volunteers, too. Think about those who might be advocates and partners. All of these are your constituencies.
Retention comes first; that’s loyalty. Then acquisition. Keep your customers, partners, and donors. Then find new ones to add to your tribe. Honestly. Think this way and you’ll focus better and more effectively. You’ll be more successful.
Your goal is to find those who can fulfill their aspirations by giving through your organization.
Imagine this: Your organization successfully designs and implements ongoing systems and activities that foster loyalty. Your organization uses the engagement scenarios and marketing approach described here to design its relationship-building activities.
Just imagine: Your organization successfully designs and implements ongoing systems and activities that actually enable people (and businesses, and other organizations, etc.) to self-identify as predisposed and then reach out and engage in your organization. Through top-notch constituency development, you build profitable relationships that last.
So you want specifics on how to do this? Think of this as a virtuous circle, continually reinforcing itself. Use the steps in Exhibit 7.3 to help guide your organization’s planning and execution. Use this relationship-building process for a single constituent or for a constituency.
Exhibit 7.3 Steps in the Process of Constituency Development