- The business cannot expect customer loyalty. Get as much out of him/her as you can while you can.
- The customer sees the business trying to exploit him/her as much as possible as quickly as possible. The customer feels no loyalty.
- Go to 1.
Charities can operate much the same way: past donors are likely future donors, but someone who is “thinking about donating” will probably still be thinking about it a year from now. Keep returning to that well.
As a blood donor, I am troubled.