Lucy Gower - Stewardship of your Organisation's Donors
Stewardship of yourorganisations donors Lucy Gower @lucyinnovation
Every employees jobDeliver WOW Through Service Embrace and Drive Change Create Fun and A Little Weirdness Be Adventurous, Creative, and Open-Minded Pursue Growth and Learning Build Open and Honest Relationships With Communication Build a Positive Team and Family Spirit Do More With Less Be Passionate and Determined Be Humble
Think of a time when…..• What happened?• How did it make you feel• Did you tell anyone else?• Will you go back?
“Long after people forget what you did for them, they willremember how you made them feel” Walt Disney
How we make decisions14% of consumers trust advertisements90% of consumers trust peer recommendationsSource: “Marketing to the Social Web,” Larry Weber, Wiley Publishing 2007
Donor Voice 2012 National survey recent frequent UK cause donors, nine UKorganisations supplying house file names and associated transactional information.
fundraising Building relationships to connect a supporter to a causeproviding them with the opportunity to make a difference.
For every consumer who complains, there are 26* more who are just as unhappy but dont bother to get in touch.*differing opinions on the number. Sometimes 25, 10 or tons are cited. Thefigure 26 comes from a study called Increasing Customer Satisfaction,carried out by TARP for the U.S. Office of Consumer Affairs in 1974-1979 and1984-1986.
A “WOW” Experience “exceeded expectations” service “expected”satisfaction
“It was a heartbreaking and messy day. Wed hoped to show you footage of a joyful village celebrating a successful drill, but we didnt achieve that today. We‟re committed totransparency at charity: water, so instead, our live drill video will show you the reality and challenges we face on the ground” Scott Harrison, Founder charity: water
How will you create donor „wow‟ moments?• Look for inspiration from outside as well as within the sector• Be personal and make your donor feel part of something• Get closer• Donor wow standards• Be open about success and failure• Act quickly• Fundraising is everyones role• Regularly make someones day
Best fundraising blogs• The Agitator theagitator.net• 101 fundraising 101fundraising.org• Mark Phillips queerideas.co.uk• Fundraising Detective fundraisingdetective.com• Beth’s blog bethkanter.org• Future Fundraising Now futurefundraisingnow.com• Jonathan Grapsas flatearthdirect.com/blog• The Penguin Blog bottomlineideas.wordpress.com• Katya’s blog nonprofitmarketingblog.com• Seth’s blog sethgodin.typepad.com
Find out more www.sofii.orgRelationship fundraising Ken BurnettSwitch and Made to Stick Chip and Dan HeathBusiness beyond the Box John O‟KeefeLinchpin and Purple Cow Seth GodinEnchantment Guy KawasakiThe Art of Woo G Richard Shell and Mario MoussaMaking ideas Happen Scott BerkunGood to Great andGreat by Choice Jim CollinsThe Fundraisers Guide to IrresistibleCommunications Jeff Brookes