Oorah Success Strategy: Cede control to the customer, and the customer will return the favor.

In their auction booklet, Oorah features a section in which they declare: “Let Our Donors Decide” on issues that matter to them. There were questions put forth on hot button subjects such as, “Would you agree to have kiruv children in your child’s school?” “Should we feature women in our booklets and other promotional materials?” and “Do you feel that spending money on marketing and events are not effective uses of a tzedaka’s money?”

Ceding control is critical in today’s age. The internet allows anyone with a computer to publicize their opinion of your organization – for better or for worse. If customers feel they are being unfairly treated by a company, they will let others know, and the ax will fall hard on that company. Take the famous story of the person who wrote a post on his blog how terrible Dell customer service was. Eventually that post spread until it reached a point that sales tumbled and the company’s stock was cut in half.

Do Oorah’s donors actually run the organization? No, of course not! They don’t even follow the election tallies. Do they send kiruv children to regular schools? Of course. Do they spend LOTS of money on promotional materials and events? Certainly. Do they share their expertise with other organizations who seek their assistance in fundraising? Not a chance. (Ask any of their employees and they’ll tell you they have to sign a non-compete agreement in order to work there.)

Nevertheless, an organization that gives the chance for their customers’ voice to be heard gives their customers an element of control. That keeps them satisfied customers, which makes them willing to support and recommend them to others.

If you are starting your own business, follow their lead. Be sure you give the customer the perception that they are in control. That will build a strong following of devoted customers who will sing your praises to others. In the frum world especially, this is the best form of advertising you can possibly get.

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