It was time for me to renew my annual pass so I took time mid-week to go. At the entrance gate, I told the park employee what I wanted. He took my money and gave me the pass.
What's wrong with this picture?
At no point did the employee ask me for my personal information. My name, address and reason for wanting the annual pass...none of this was asked. What a missed opportunity for the Muir Woods National Monument!
I realize that many visitors to National Parks are tourists in town catching the sights. However, people who purchase annual passes for a National Park are usually either 1) locals who want to be able to visit the park many times during the year, or 2) locals or non-locals who are passionate about what the park stands for and want to support it. In either instance, these are people who are willing to make an above-average donation to the park.
I wonder what other types of donations annual pass holders might be willing to make? For example:
- Perhaps an annual pass holder would be willing to volunteer a couple times during the year to help clean up the park
- Maybe some would welcome the opportunity to use their personal or professional skills to help the park - helping with marketing or accounting functions, as an example
- An annual pass holder might want to "sponsor" a redwood by committing to a monthly donation amount for a year
- Some could team up and put together a large fundraising event to benefit the park
- There might even be a couple annual pass holders that would be willing to leave a large bequest to the park
Of course, in order to identify which pass holders are likely to do any of the above requires that the National Park ask people for their name and contact information, so that they can begin to develop relationships that lead to an increased level of engagement with the park.
This isn't just a problem that the National Parks have. What missed opportunities exist in your business interactions with your customers? It happens more frequently than you think!
No comments:
Post a Comment