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Business leaders, Scott Magids, Alan Zorfas, and Daniel Leemon share their collective insights into how brands may be missing the key element that defines those with the best and most loyal customers – making an emotional connection with their audience. Mr. Magids is co-founder and CEO of consumer intelligence firm, Motista, where Mr. Zorfas is also a co-founder and CIO. Mr. Leemon is the Lead Director of CEB, a best-practice insight, and technology company.

What Separates the Best Customers from the Merely Satisfied

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Scott Magids, Alan Zorfas and Daniel Leemon | Harvard Business Review | 12/3/15

Brands put billions into boosting awareness, satisfaction, and loyalty, but they often overlook the most powerful driver of customer value: emotional connection.  Our research involving hundreds of brands across dozens of categories shows that consumers who are emotionally connected with a brand are anywhere from 25% to 100% more valuable in terms of revenue and profitability than those who are “merely” highly satisfied with it.

Customers connect emotionally with brands when the brand resonates with their deepest emotional drives – things like a desire to feel secure, to stand out from the crowd, or to be the person they want to be.

mobilecause-outlookMake an Emotional Connection with Your Nonprofit Brand

An organization’s donors, just like a business’ customers, will only support your interests if they understand what your nonprofit brand stands for, they like what they see and hear and can connect on an emotional level to your purpose.

Start by listening to what your current donors have to say about your organization and what they feel most emotionally connected to using a mobile-friendly survey form that can be sent to them via email or text message. You can then apply what you learn to spark an emotional response with powerful and moving stories and images that compel them to act on your behalf. Not only will your touching appeals reach and affect existing donors, but you’ll also be able to capture new hearts and minds for your cause.

Crowdfunding campaigns are a great way to empower new supporters who’ve made an emotional connection with your nonprofit brand and are eager to support your cause in any way they can.

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