Keys to retention

When one of your constituents takes the next step that you've been hoping they'll take, what comes after that?

Whether it's volunteering, or sharing your message with folks in their own network, or advancing themselves in your curriculum or service programs ... Whatever it is, you can probably envision some further "next step" you'd like them to take.

If there isn't, then of course you can forget about them completely.

But I doubt that's really true. Instead, you really would like them to keep moving forward with you.

A few days ago I was approached by a stranger asking for some personal help, and our conversation led me to believe I really could make a difference in his life.

So I agreed to help: We exchanged numbers and a couple of text messages, and later that day we were to meet up, and I was to help him with the transportation he needed.

What surprised me was that, in the end, he didn't show for that meeting. Nor even contact me about it again.

To be fair, his situation is not the same as most of ours. He's got a lot on his plate and is just trying to get by.

You and I, on the other hand, are in the business of regularity looking for ways to build relationships with our constituency.

We're practiced at helping our people take that next step. We know that's critical to our mission.

That's why I hope that we're not forgetting the importance of following up with everyone who does take a step in their journey with us:

• Acknowledging the good deed they've done.

• Pointing out how it benefits our work (or theirs).

• Making good use of their contribution, and then letting them know about it.

• And, perhaps most difficult, if it turns out that the help they've offered is not needed, explaining that kindly, and thanking them sincerely.

These are keys to retention — to maintaining and building good relationships based on appreciation, common cause, good communication, and accountability.

All the best,
A.