Loyalty is faithfulness, first to commitments and obligations, then adherence to a cause, a set of principles, or to a person or a group of people. There those who are loyal to their community, those who actively love their neighbor and help others. Loyalty is most often an emotional connection established through relationship.
- constant care
- deep devotion
- faithful following
- inviolable integrity
- steadfast support
- true trustworthiness
Perhaps, loyalty is also seen as the dedication of those who have given the greater percentage of their lives in public or community service. Maybe having served over 30 years anywhere in today’s world is becoming rarer, but there are many who have done so in many walks of life. Then there are those who have paid the ultimate sacrifice in laying down their lives for the greater good.
Loyalty is important everywhere, so it makes sense that our loyalties lie in many places.
A True Story Of Loyalty: A Man and His Dog
Have you ever heard of a dog named Hachiko? I hadn’t either until my wife and I watched a movie called,
Hachi: A Dog’s Tale, starring Richard Gere. In this 3 minute video, you’ll find the real story:
As you can see, nine years of showing up at the same time every day, watching and waiting for his master, reveals the loving bond of loyalty and friendship that existed between Hachiko and Professor Ueno. Speaking of dogs and loyalty, author John Grogan says,
“Many of the qualities that come so effortlessly to dogs – loyalty, devotion, selflessness, unflagging optimism, unqualified love – can be elusive to humans.“
Morihei Ueshiba, founder of the martial art known as Aikido, said,
“Loyalty and devotion lead to bravery. Bravery leads to the spirit of self-sacrifice. The spirit of self-sacrifice creates trust in the power of love.“
Without the level of service people expect, without an effective pricing strategy, without brand loyalty, there would be no allegiance to any particular businesses.
Now, with many businesses competing online with one another, customer loyalty plays a huge role in the bottom line. If you own an online business, you know that loyal customers buy more and purchase more often.
What do you do to attract customers? Do you offer free products, discounts, or other incentives?
Whatever you do, it may not be enough because these may not influence a customer’s behavior in staying with you. Here are some questions you may want to ask yourself:
- Are you making the experience personal for the customer?
- Are you meeting the level of service or performance expected?
- Do you offer a reward in the form of a referral fee?
- How effective are you at maintaining customer satisfaction?
- What role does social media play in customer loyalty?
- What, specifically, are you doing to earn and keep customer trust?
Without the generous financial support of donors, many charities and non-profit organizations would suffer. But having a donor interested through advocacy or volunteering doesn’t mean that your organization is the only one that the donor is interested in.
Knowing where those dollars are coming from is important because your agency, group or organization may face financial hardship in the way of budget cuts, a downturn in the economy, or an increase in competition.
A good question to keep in mind is: What percentage of donations are recurring?
Knowing and where the dollars are allocated is just as important because you may need to do more with less, better manage assets and risks, and find ways to reduce operating costs without impacting outcomes. You can see why it’s important to pay attention to your donor loyalty program.
Another question to ask is: Are you keeping your donors happy?
- Be sure to say “Thank you” personally or send the donor a handwritten letter expressing your gratitude.
- Clearly communicate your objectives and how you plan to meet expectations.
- Keep your promises
Over To YOU Now… Have Your Say!
How important is loyalty in your everyday life?
What do you do to earn it?
What other considerations are important?
I love to learn and appreciate learning from you. Please share your thoughts and insights here.
Thank you kindly!