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Rachel Illingworth

“The Customer Experience (CX) for any nonprofit is really three-fold. There’s the experience of the individual you are serving. There’s the experience of the individual or organization that’s funding that service or that mission. And then there’s the experience of the people who are delivering that.”

Thought leader and Principal Consultant at Yellow Labs Consulting, Claude Edkins is an expert on not-for-profits and their CX. He’s the former Chief Information Officer at Leukemia and Lymphoma Society, (which is a highly successful cancer research fund). So when Edkins starts talking about CX in nonprofits, it’s valuable to listen.

Edkins further explains that nonprofit customer relationships should be treated differently than relationships between for-profit companies and their customers. In a for-profit business, only one group of people pays for the services they use. Conversely, in not-for-profit, there are two groups — people who use your service or product, and people who fund your mission. So to cater to both the consumer and the funder, it’s important to align your CX mission and branding message, to create hope. As Edkins put it, “Not-for-profits are not about PNLs or profits per share; it’s about creating hope.”

Creating Exceptional ConstituentExperiences is a free resource to learn more about how you can improve CX in your nonprofit business.

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