You've heard of Johnson & Johnson, although moms would have, right? Johnson & Johnson has built the ability to track pregnant women in hospitals, clinics, and everywhere else. It captures our information, and from the time it acquires our information, it starts communicating with these women, sending material across about what to do, what not to do, how to do it, what to watch out for, and so on and so forth. This includes educational stuff and sometimes some free samples.

When the baby is born, what do you think these proud mamas, when they go out to buy stuff for their kids, which brand would they be most likely to choose? Why? Because Johnson & Johnson, like many other organizations—most multinational, very few Indian—have recognized that every client, if treated with this perception, can create phenomenal value.

Let's try and look at it from a donor perspective. So, I have donor X. What's any average amount that you would like to say in a year? An average donor gives you 50 bucks. I'm talking about the amount of money. Sorry, I was supposed to ask, is the temperature okay? Are you guys freezing or not? It's okay. Pretty odd ask, but given my motor mounts, I didn't forget to ask the average donation amount, guys. By an average donor in your NGOs, how much? Three thousand? Fifty thousand? Three thousand? Okay, let's go with 5,000.

What is the lifetime value of this donor? Have you ever thought about it? Let me share with you a potential amount. If this is year one, if I'm able to retain and grow this client over a 10-year period, how much money would I get? If it doesn't increase, this amount is 50,000. If I am able to crack how to get him to grow with me, then maybe a lot, 5 lakhs over 10 years, right?

Now, this is the donor. If he has a good experience, if he is getting value, if it's a mutually beneficial relationship, he is going to talk about it. Because if you start treating each of your donors as people with the potential to create 50X what they are doing today, it is possible if you get your teams to focus on creating strategies which will ensure these people stay with you and they grow their contribution.