Delight to Connect (Case Study: Relationship Building)

Delight with Your Nonprofit Communications

Zappos is known for its operations smarts and customer-friendly orientation. But this delightful addition to the return confirmation email I received from Zappos this morning was a real surprise—That trip over the river and through the woods to grandmother’s house went smoothly.

Here’s what I love about it:

  • Transforms a transactional communication from mundane to meaningful, so Zappos is far more likely to be remembered and returned to for a future purchase
    • Zappos emails on returns, purchases and marketing millions (billions?) times daily. That’s a lot of relationship nurturing power, at little cost (time, effort or dollars)
    • Consider the possibilities for making your donation thank you or program registration emails more meaningful and memorable.

  • Kick starts a more personal relationship
    • By sharing a reference to that famous childhood tale we all know.
  • Commands my attention, simply by its unexpected approach
    • This email made me 1) look twice; and 2) smile big. And that was before I even realized the blogging potential here!
    • Zig when they zag, but do it in a strategic way (e.g. your people have to be able to get what you’re doing, being different isn’t enough) in your own conversations.
  • Delights me, and no one ever gets enough of that!

How do you delight your people? Please share your delight strategies here.

More Guidance on Zigging When They Zag
Zig when they Zag to Spur Action (Case Study)
Zig when they Zag to Punch Up Marketing Impact

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Nancy Schwartz in Branding and Messages | 2 comments
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