For-Profit or Non-Profit, It's All About Relationships

It's no secret that I work as a fundraising and public relations professional in Indianapolis. Google my name and you can easily find that information here, here, and here. Working where I do, I often hear how the non-profit sector needs to "elevate itself and start acting like a business, not just a charity." And while I agree with the some of the underlying implications of that statement, the condescension with which it is often delivered is less than palatable. 

A better conversation, I think, would be how sectors should be learning and borrowing best practices from one another. Yes, non-profits should be more aware of the value of their brand, should be more inclined towards long-term business development, and should be watching their bottom line. Duh. But let's take a minute to talk about for-profits. Perhaps they can take a page from the non-profit play book (forgive the sports metaphor - football season is upon us and I just can't help myself). Because while for-profits are incredible at understanding their intrinsic value, measured through sales, stock, brand equity, etc., non-profits are incredible at the personal touch. No one can tug at your heartstrings quite like the non-profit sector. 

The fundraising and PR department at my office has an oft-repeated saying: 

"It's all about relationships."

That statement, our fundraising mantra, is truer now than it has ever been before - for both non-profits and for-profits. Success today really is all about relationships. 

In the "good old days," relationships were developed with a phone call, a cup of coffee, and a handwritten note. They were formed at cocktail parties, family affairs, church functions, and fund raising events. It was all about having boots on the ground or a martini in your hand. Today, relationship development is all of those things and so much more. The increasing prevalence of electronic communications - particularly social media - has broadened customer reach past regional boundaries into a global realm. While we're still talking to our neighbors, family, friends, and colleagues about our work, we are also tweeting, emailing, Facebooking, etc. to a significantly larger audience. In fact our audience has gotten so large that there aren't enough coffees and cocktails to get us face-time with everyone. So we've had to redefine what relationship development look like. We've had to get creative. 

Here's a great example of creative customer engagement: 

The other day I opened my email and found my weekly home energy report from Indianapolis Power and Light. Being the competitive soul that I am, I love this new program from IPL. The report not only tells me how efficient my household is, but is also compares me to my 100 closest neighbors. Naturally, I've set out to "win" the home energy report every week and last week I did just that. My report told me I was the most efficient household of the 100 nearest households. 

Boom. I Win. Done. 

To celebrate my victory, I sent this tweet: 

My ridiculous tweet

Clearly this was not a scheduled tweet, nor was it a suggested promotional tweet written by IPL. The tweet was my competitive, self-congratulatory way of complimenting IPL on their new program while simultaneously smack-talking my neighbors. 

The next morning I noticed that IPL had started following me on Twitter. "Oh good," I thought, "they saw my tweet." And I really didn't give it any more thought.

Until today.

Today I came home from work to find a bulging manilla envelope propped against my front door. Curious, I ripped into it with all the glee of a sugar-buzzed seven-year-old at a birthday party (I love fun mail!). 

The handwritten note: still a classic for a reason

Imagine my surprise when out of the envelope fell a goodie bag from IPL, along with a handwritten note from the IPL Public Affairs department. 
As you can see, the note referenced the tweet I had sent and indicated the folks at IPL were happy to see that I liked their new program. They thanked me for being a good customer and reminded me to check out another cool program they had on their website. 

In this one card, IPL Public Affairs managed a personal message, a thank you, and a call-to-action. Perfection. While I expect this kind of note from some of the non-profits I philanthropically support, I would never have expected it from my electric company. This is remote relationship development done right. 

I love free stuff. 

So I'd like to take a minute to congratulate Indianapolis Power and Light on the growth and changes taking place in their public affairs department and encourage my fellow Indy residents to check out their new programs. IPL's customer engagement is evolving and improving, and it should be acknowledged.

And if you ever want to compete against me for most energy efficient home ever, all I have to say is: 

"Bring it."