What can we learn from organisations who rely on trustful relationships?
David Wilson - May 08, 2016
Companies often talk about the value proposition of their products or services, as though the only thing that makes a consumer buy is where the perceived value of a product/service is greater than the perceived price to supply said product/service. This simple formula gives the consumer the feeling that they have received more than what one would reasonable expect to pay i.e. a bargain (jousting sticks anyone?).
So how does this formula apply to not-for-profits like The Smith Family? Well it doesn’t, because there isn’t a commercial transaction taking place as such, rather a relationship built on trust and goodwill.
“We know that successful relationships are built on trust, and that consumer trust is a critical factor in the decision to support a charitable organisation such as The Smith Family. Being open and honest about The Smith Family’s use of data is one of the ways the organisation establishes and retains consumer trust.”
The Smith Family has four different privacy policies, each directed at a particular group of stakeholders; supporters, student and families, volunteers and VIEW Clubs. Each directly and transparently addresses the ways and types of data we collect, store and use and is unique to each stakeholder group.
When organisations like The Smith Family put privacy first, they take the very thing that matters to millions of Australians and bring it to the foreground to show that they care about protecting their personal data. This gesture in turn, encourages us to also care and to donate to an organisation that supports those in more need than us.