A Story of Crooked Postage
By: Evan Wildstein
Tags: Brand Strategy, Startup, Business Development, Marketing, Brands

No Shortcuts With Stewardship

Besides the fact that Roger’s lazy stamping drives me nuts, it can have real, negative implications. If a stakeholder isn’t inclined to even open an envelope, then our opportunity to invite their support is lost. It says something about our work, and risks making them think:

“If they’re this careless with the small things, how careless will they be with the big things?”

This underpins the value of relationships, and the care we must give to steward those relationships. In some regards, this is equally important to the quality of a brand and even the actual work we do — if not more. Christof Binder and Dominique Hanssens explored the correlation of brand and customer value for investors, and found a decisive shift “from investing in businesses with strong brands to businesses with strong customer relationships.”

This was in 2015, and the rate of change since then has been exponential. As technologies continue to make some areas of our lives and work more simple and functional, we mustn’t lose sight of the important nuances. Particularly for emerging businesses and startups that might not be able to rely solely on name or brand-recognition, every additional step we can take to deepen the relationship with our stakeholders — clients, customers, donors — are steps worth taking.

It can be as simple as a well-placed stamp, and you can take it as far as your time and energy will allow.

A few ideas…

1. Automate… but humanize

Data tell us a lot, but they don’t tell us everything. I would argue, for new and tested businesses alike, the ability to capture information is only as valuable as what you decide to do with it. If you dive in, what can you learn?

Have e-newsletter lists, customer data, event registration logs, etc.? Drill down into those details. If someone is on your mailing list, has bought your products, or attended some of your events, reach out directly. Show them there are humans on the other end of your work/services. Bonus points if you choose the phone over an email.

2. Stay interviews

This idea is borrowed from an HR practice, and it’s great for stakeholder engagement. It’s like an anti-exit interview, meant to connect more deeply with people currently in your orbit, essentially asking them why they stay.

Building on #1 above, once you get a hold of those people, there’s no limit to the questions you might ask. Why do you buy our products? Why do you support our organization? What do you like most about our company? What might we improve?

3. Thank, thank again, and thank some more.

I might be a sample group of one, but I don’t know of any business that ever lost a client, customer, or donor because they thanked them too much. It’s the only phrase I know in nine languages because it’s just that important.

Pre-pandemic, I might have suggested events or public displays of appreciation, but just look at where we’ve all been these last nine months… right here, online. If you’ve got the virtual wall space — social media, e-newsletters, Zoom backgrounds — use them to steward those closest to you. Extra bonus points if you don’t simply thank people, but show how their donation/purchase made a real difference.