Home > Tactics > Donor Obsession > Know Your Donor/Guestology

Problem: Donors may not feel personally understood or valued when their unique preferences and emotions are overlooked.

Solution: Use tools like surveys and feedback to deeply understand what donors need, want, and feel, making them feel truly valued and connected.

Introduction:

"Guestology," a term coined by Disney, combines art and science to understand customers at a deep level. We can apply this to donors as well. This unique approach uncovers what donors truly need, want, and feel, guiding organizations in delivering standout experiences that exceed expectations. Here’s how you can adopt guestology to drive memorable, loyalty-building experiences:

Tools:

• Start by defining your target donor profile through detailed demographics (age, gender, location) and psychographics (lifestyle, values, and attitudes). Use regular surveys, focus groups, and utilization studies to gather ongoing insights. Beyond data collection, consider anthropology-based methods like Needfinding to reveal unspoken or “hidden” needs that shape donor experiences.
• The Guestology Compass is Disney's powerful tool for mapping out donor insights in four core areas: Needs, Wants, Stereotypes, and Emotions. Understanding each of these helps guide service delivery to align with donor expectations:
• Needs: These are the foundational reasons customers seek out your product or service. They are often hidden needs. See Needfinding
• Wants: Wants add value to the basic experience.
• Stereotypes: Customers bring certain assumptions or expectations with them. By recognizing these stereotypes, you can align service delivery to meet or reshape expectations.
• Emotions: Emotional experiences—joy, excitement, or even frustration—define customer satisfaction. Positive emotions reinforce loyalty, while addressing negative ones improves overall experience.
• Regularly Gather and Act on Feedback. Implement continuous feedback channels such as face-to-face surveys, comment cards, and focus groups. By listening actively and addressing concerns in real-time, you stay responsive to shifting customer preferences and needs.
• Define Your Purpose. Your purpose should serve as a guiding principle for every employee. Craft a common purpose for your team that aligns with your brand values and resonates with your customers. A clear, customer-focused purpose unifies your organization’s approach to service and decision-making.
• Establish quality standards. Identify the standards that matter most to your organization, and ensure they are reflected in each touchpoint. For example, a hotel might prioritize cleanliness, courtesy, and timeliness to ensure a comfortable stay.
• Identify who they are by their customer type. H+L=CT, understanding what customers Hate (H) and Love (L) helps identify their Customer Type (CT)