How LEGO Spots an Advocate

Luka, 7, bought a Ninjago LEGO kit for Christmas and despite his dad warning him to not bring parts with him to the store, he lost a piece that he cared deeply about.

Thus, Luka emailed costumer service asking the toy giant to replace the part.  The response:

LEGO explains to Luka that they normally would not replace the part without a customer buying the whole new kit. Nevertheless, LEGO spoke with Sensei Wu (a character in the set) and told him “that it was purely an accident and that you would never ever ever let it happen ever again.”

LEGO opted to send Luka a new minifigure, one with even more features than the previous one.

“Keep you minifgures protected like the Weapons of Spinjitzu! And of course, always listen to your dad.”

What This Means

Digital media eliminates the barriers between organizations and consumers. In fact, a 7 year old may have never known a world where the two were so far apart.

LEGO not only took the time to craft a response suited for young Luka, they turned a challenge into an opportunity to build a loyal fan for life.

Your Next Steps

Chances are, you identify your most ardent supporters by measuring their giving patterns (recency, frequency and amount donated). Use social media to extend this model and identify more of your “off-the-radar” supporters.

Listen for complaints and concerns on your Facebook. Often, these are opportunities to offer someone the opportunity to express why they care about your organization and how you can improve.

Remember, criticism is nothing to be afraid of; apathy is.


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