Creating Trust and Loyalty in the Nonprofit Sector with Natasha Evans

Your Customer, Your Success

In this episode, Gary Marra speaks with Natasha Evans, a supporter experience lead, about the unique aspects of customer experience in the charity sector. Natasha shares her journey from retail to charity work, emphasizing the importance of creating memorable experiences for donors. They discuss the challenges of building loyalty, the significance of buy-in for CX programs, and the role of technology in enhancing supporter experiences. Natasha also highlights the importance of relationship building and shares valuable advice for success in the field.

Key Takeaways:

• Customer experience in charities is about building trust and satisfaction.
• Loyalty in the charity sector is driven by commitment, satisfaction, and trust.
• Technology is transforming the charity sector's approach to CX.
• Understanding donor motivations is key to improving experiences.
• Buy-in for CX programs requires enthusiasm backed by evidence.
• The power of moments framework can enhance supporter experiences.
• Celebrating achievements is crucial for morale and motivation.
• Tailoring support to individuals can lead to better outcomes.

Chapters

00:00 Introduction to Donor Experience

03:02 Natasha's Journey in Customer Experience

05:58 Unique Aspects of Charity Customer Experience

09:06 Building Loyalty in the Charity Sector

11:59 The Challenge of Buy-In for CX Programs

18:10 "Short Game-Chip Shots" Questions

21:51 Lessons from Early Career Experiences

24:47 Building Relationships for Success

27:11 Final Advice and Closing Thoughts