On Sunday I booked a last minute trip on Qantas. I did not complete the reservation and went to other airline sites to shop around for a better deal. Moments after I closed out of the Qantas website, Qantas sent me an email asking me to complete the transaction.
Why did I think this was so interesting? What can nonprofit organisations learn from this experience?
Clearly one has to be logged into a Website in order for the site owner to send a reminder similar to the one I received by Qantas. Yet, Qantas is taking the added step to ask me to purchase the airline ticket rather than lose me to another air carrier. There are plenty of charity sites where the donor may be logged in and where this functionality could be repeated for donors who do not finish the donation transaction. It is clever for Qantas or, in your case, your nonprofit organisation to put the transaction on hold and to send a reminder to the person to complete the transaction.
I wonder what Qantas’ rate of recovery is for such transactions? I also wonder if any nonprofit organisations are using similar technology to recapture donations which would otherwise be lost?