Making In Memory Work
IoF NI Lunchtime Bites
30 January 2014
Damian O’Broin
damian@askdirect.ie
@damianobroin
slideshare.net/damianob
pinboard.in/u:damianobroin
www.askdirect.ie
Client list 2010-14

Women’s

Aid

‘Working to End Violence Against Women’
“Like you, we share the vision that
everyone should be able to face death or
bereavement with all the care, support and
co...
In Lieu of Flowers
In Honour

Funeral Collections

In Memory

Tribute funds
2 x In Memory Gifts

2 x Legacy Potential

2 x Value of Legacy

8
“Money given… in
memory… will outstrip
money given through
legacies in 10 years’ time,
delegates at the Institute of
Fundr...
Just Giving in memory donations

Q1 Income
£4,000,000
£3,020,708

£3,000,000
£2,459,190
£2,175,714

£2,000,000
£1,393,058
...
Just Giving in memory donations
£35,388,769
Total In Memory donations, including
events done ‘in memory’ (2013)

£14,792,1...
15
16
17
18
19
What In Memory Donors Want…
Family
Friends
Others
In Memory Research 2011
Grieving

Mourning
Supporting

In Memory Research 2011
Grieving
To provide a positive focus
“For my husband, he wanted something positive out of it,
so he said we’ll be pro-acti...
Grieving
To keep the relationship alive
“You look at your life, it’s really really weird, I feel, I wouldn’t
say it’s guil...
Grieving
To combat helplessness
“You feel a bit helpless, and it’s nice because at the end
you think I’ve raised all this ...
Grieving
I want them to be proud of me
“I like to think she’s looking down from heaven, if there’s a
heaven, and she think...
Grieving
I want them to know I loved them
“I want him to know he was valued so much, that he meant
so much to me, to all o...
Supporting
Make the bereaved feel better
“For her she could see all the names of her friends which I
think is lovely... sh...
How we actually treat them…
Donor Benchmarking Research 2011
6 countries; 15 charities each; 3 types of gift
Average speed of response

Ask Direct/Bluefrog Benchmarking 2011
Average speed of response

New Zealand!

In Mem!

Canada!

Generic Postal!
Online -1st postal!

Ireland!

0!

10!

20!

30...
Why are we ignoring In Memory Donors?
Yes

No

Follow up to donation

46%

54%

Irish In Memory Donors receive almost 20% ...
But not as much as some…
% of charities with no follow up

100%
75%
50%
25%
Ireland Australia

NZ

UK

US

0%
Canada
Ask D...
A bit more detail…

Ask Direct/Bluefrog Benchmarking 2011
A bit more detail…

Number of Charities

15
11
8

Ireland
New	
  Zealand
Canada

4
0
0

1

2

3

4

5

Total number of mai...
Do In Memory donors get a fitting reply?

Ask Direct/Bluefrog Benchmarking
Do In Memory donors get a fitting reply?
16!

14!

Number of charities!

12!

10!
Got nothing!
8!

In Mem Thank You!
Generi...
Breaking it down – in the UK
	
  

Gi#-­‐specific	
  
In	
  Mem	
  focus Hand	
  signed Hand	
  wri<en
thank	
  you

Men=on...
Breaking it down – in Ireland
	
  

Gi#-­‐specific	
  
In	
  Mem	
  focus
thank	
  you

Hand	
  signed

Hand	
  wri<en

Men...
Quality of Response - Ireland

Amnesty"Interna3onal"
Ireland"
6"
World"Vision"
Barnardos"
5"
Unicef"

4"

Barretstown"

3"...
Quality of Response - UK

Oxfam"

Amnesty"
6"

Greenpeace"

5"
RNIB"

Macmillan"

4"
3"
2"

BHF"

CRUK"

1"
0"

World"Visi...
Time for some examples…
Possibly the worst…
Tax Receipt?!
No personalisation.
No mention of
In Memory.
MS Ireland:
No personalisation.
No mention of
In Memory.
Personalised.
But no mention of
In Memory
“PS If you’ve received a tax form in the post from
Concern please complete and return it to us as
soon as you can.”

Conce...
That’s enough about you.
Let’s talk about me.
MSF Canada: Sympathy card… then thank you letter.
The personal touch…
Meeting even more donor needs

Offer of
bereavement
support
What	
  happened	
  when	
  I	
  tried	
  to	
  
make	
  in	
  memory	
  donaAons	
  to	
  
some	
  NI	
  chariAes...

53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
Four things you can do.
1: Collect, care for and use data
appropriately
Donor surveys:
Gather data.
Begin the
conversation.
Is this gift in memory of someone?
If yes, perhaps you’d like to tell us
their name.
2. Stop. Listen.Think.
€	
  arrives

Fundraising	
  
Dept	
  checks

Specials	
  
flagged	
  for	
  

Money	
  to	
  
accounts	
  for	
  

Data	
 ...
3. Be Human
“You know when it’s a computer saying thank you and
when it’s a person.
And, quite frankly, I prefer if it’s a person.”

(...
4. Put the donor in control.
Of everything.
THANK YOU

damian@askdirect.ie
@damianobroin
IoF NI In Memory Lunchtime Bite
IoF NI In Memory Lunchtime Bite
IoF NI In Memory Lunchtime Bite
IoF NI In Memory Lunchtime Bite
IoF NI In Memory Lunchtime Bite
IoF NI In Memory Lunchtime Bite
IoF NI In Memory Lunchtime Bite
Upcoming SlideShare
Loading in …5
×

IoF NI In Memory Lunchtime Bite

566 views

Published on

Slides for presentation at IoF NI Lunchtime Bites session, January 2014.

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
566
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
4
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

IoF NI In Memory Lunchtime Bite

  1. 1. Making In Memory Work IoF NI Lunchtime Bites 30 January 2014
  2. 2. Damian O’Broin damian@askdirect.ie @damianobroin slideshare.net/damianob pinboard.in/u:damianobroin www.askdirect.ie
  3. 3. Client list 2010-14 Women’s Aid ‘Working to End Violence Against Women’
  4. 4. “Like you, we share the vision that everyone should be able to face death or bereavement with all the care, support and compassion they deserve. This is what hospice care is all about. And your very generous donation of €450 from your MyCharity page, joined with donations from other caring people like you will help us realise this vision. Thanks to your support, loved ones will be given a dignified death, with the respect and peacefulness we’re all entitled to. Whether they’re in a hospice, or in their own beds, young or old, and no matter where they live. “Fundraising Events Executive” Again thank you so much for helping to bring about the day when everyone is able to receive the best possible care and support when they need it most” 6
  5. 5. In Lieu of Flowers In Honour Funeral Collections In Memory Tribute funds
  6. 6. 2 x In Memory Gifts 2 x Legacy Potential 2 x Value of Legacy 8
  7. 7. “Money given… in memory… will outstrip money given through legacies in 10 years’ time, delegates at the Institute of Fundraising’s National Convention heard”
  8. 8. Just Giving in memory donations Q1 Income £4,000,000 £3,020,708 £3,000,000 £2,459,190 £2,175,714 £2,000,000 £1,393,058 £1,000,000 £552,662 2007 £1,540,102 £738,880 2008 2009 2010 2011 2012 2013
  9. 9. Just Giving in memory donations £35,388,769 Total In Memory donations, including events done ‘in memory’ (2013) £14,792,168 ‘Pure’ In Memory donations, not linked to any event (2013) 11
  10. 10. 15
  11. 11. 16
  12. 12. 17
  13. 13. 18
  14. 14. 19
  15. 15. What In Memory Donors Want…
  16. 16. Family Friends Others In Memory Research 2011
  17. 17. Grieving Mourning Supporting In Memory Research 2011
  18. 18. Grieving To provide a positive focus “For my husband, he wanted something positive out of it, so he said we’ll be pro-active, instead of sitting around in self pity...” (Female, 40s) In Memory Research 2011
  19. 19. Grieving To keep the relationship alive “You look at your life, it’s really really weird, I feel, I wouldn’t say it’s guilt, I feel I want to give... I feel I’m giving something to her... she’s not down here for me to give it to her...” (Female, 40s) In Memory Research 2011
  20. 20. Grieving To combat helplessness “You feel a bit helpless, and it’s nice because at the end you think I’ve raised all this money now, you push and push people to sponsor you.” (Female, 30s) In Memory Research 2011
  21. 21. Grieving I want them to be proud of me “I like to think she’s looking down from heaven, if there’s a heaven, and she thinks ‘good on her’. That’s what she’d say, good on you. You go girl” (Female, 20s) In Memory Research 2011
  22. 22. Grieving I want them to know I loved them “I want him to know he was valued so much, that he meant so much to me, to all of us.” (Male, 40s) In Memory Research 2011
  23. 23. Supporting Make the bereaved feel better “For her she could see all the names of her friends which I think is lovely... she could say all these people care about me and I can count on my friends when times are rough.” (Female, 40s) In Memory Research 2011
  24. 24. How we actually treat them…
  25. 25. Donor Benchmarking Research 2011 6 countries; 15 charities each; 3 types of gift
  26. 26. Average speed of response Ask Direct/Bluefrog Benchmarking 2011
  27. 27. Average speed of response New Zealand! In Mem! Canada! Generic Postal! Online -1st postal! Ireland! 0! 10! 20! 30! 40! 50! 60! 70! Ask Direct/Bluefrog Benchmarking 2011
  28. 28. Why are we ignoring In Memory Donors? Yes No Follow up to donation 46% 54% Irish In Memory Donors receive almost 20% less mail. 46% of Irish charities sent nothing beyond a thank you within first 6 months. Ask Direct/Bluefrog Benchmarking 2011
  29. 29. But not as much as some… % of charities with no follow up 100% 75% 50% 25% Ireland Australia NZ UK US 0% Canada Ask Direct/Bluefrog Benchmarking 2011
  30. 30. A bit more detail… Ask Direct/Bluefrog Benchmarking 2011
  31. 31. A bit more detail… Number of Charities 15 11 8 Ireland New  Zealand Canada 4 0 0 1 2 3 4 5 Total number of mail packs mailed to In Mem donor Ask Direct/Bluefrog Benchmarking 2011
  32. 32. Do In Memory donors get a fitting reply? Ask Direct/Bluefrog Benchmarking
  33. 33. Do In Memory donors get a fitting reply? 16! 14! Number of charities! 12! 10! Got nothing! 8! In Mem Thank You! Generic Thank You! 6! 4! 2! 0! Ireland! New Zealand! Canada! Ask Direct/Bluefrog Benchmarking 2011
  34. 34. Breaking it down – in the UK   Gi#-­‐specific   In  Mem  focus Hand  signed Hand  wri<en thank  you Men=on   cousin Men=on   flowers Offer  tribute Offer  support Offer  to  tell   family Amnesty          Greenpeace          Macmillan          CRUK          GOSH          NSPCC          Red  X          RNLI          SA          STC          UNICEF          World  Vision          BHF          RNIB          Oxfam          Ask Direct/Bluefrog Benchmarking 2011
  35. 35. Breaking it down – in Ireland   Gi#-­‐specific   In  Mem  focus thank  you Hand  signed Hand  wri<en Men=on   cousin Men=on   flowers Offer  tribute Offer  support Offer   Condolences Offer  to  tell   family Amnesty           Barnardos           Barretstown           Bóthar           CMRF           Concern           Focus  Ireland           Irish  Cancer  Soc           Irish  Heart  Fnd           Irish  Red  Cross           MS  Ireland           Oxfam           Trócaire           Unicef           World  Vision           Ask Direct/Bluefrog Benchmarking 2011
  36. 36. Quality of Response - Ireland Amnesty"Interna3onal" Ireland" 6" World"Vision" Barnardos" 5" Unicef" 4" Barretstown" 3" Trócaire" 2" Bóthar" 1" 0" Oxfam" MS"Society" Irish"Red"Cross" Irish"Heart"Founda3on" CMRF" Concern" Focus"Ireland" Irish"Cancer"Society" Ask Direct/Bluefrog Benchmarking 2011
  37. 37. Quality of Response - UK Oxfam" Amnesty" 6" Greenpeace" 5" RNIB" Macmillan" 4" 3" 2" BHF" CRUK" 1" 0" World"Vision" GOSH" Unicef" NSPCC" Save"the"Children" SalvaFon"Army" Red"Cross" RNLI" Ask Direct/Bluefrog Benchmarking 2011
  38. 38. Time for some examples…
  39. 39. Possibly the worst…
  40. 40. Tax Receipt?! No personalisation. No mention of In Memory.
  41. 41. MS Ireland: No personalisation. No mention of In Memory.
  42. 42. Personalised. But no mention of In Memory
  43. 43. “PS If you’ve received a tax form in the post from Concern please complete and return it to us as soon as you can.” Concern. Is a tax reminder appropriate?
  44. 44. That’s enough about you. Let’s talk about me.
  45. 45. MSF Canada: Sympathy card… then thank you letter.
  46. 46. The personal touch…
  47. 47. Meeting even more donor needs Offer of bereavement support
  48. 48. What  happened  when  I  tried  to   make  in  memory  donaAons  to   some  NI  chariAes... 53
  49. 49. 54
  50. 50. 55
  51. 51. 56
  52. 52. 57
  53. 53. 58
  54. 54. 59
  55. 55. 60
  56. 56. 61
  57. 57. 62
  58. 58. 63
  59. 59. 64
  60. 60. 65
  61. 61. 66
  62. 62. 67
  63. 63. 68
  64. 64. 69
  65. 65. 70
  66. 66. 71
  67. 67. 72
  68. 68. 73
  69. 69. 74
  70. 70. 75
  71. 71. 76
  72. 72. 77
  73. 73. 78
  74. 74. 79
  75. 75. 80
  76. 76. 81
  77. 77. 82
  78. 78. 83
  79. 79. Four things you can do.
  80. 80. 1: Collect, care for and use data appropriately
  81. 81. Donor surveys: Gather data. Begin the conversation.
  82. 82. Is this gift in memory of someone? If yes, perhaps you’d like to tell us their name.
  83. 83. 2. Stop. Listen.Think.
  84. 84. €  arrives Fundraising   Dept  checks Specials   flagged  for   Money  to   accounts  for   Data  recorded   on  database Thank  You   issued
  85. 85. 3. Be Human
  86. 86. “You know when it’s a computer saying thank you and when it’s a person. And, quite frankly, I prefer if it’s a person.” (Female, 62) Source: After the love has gone. Bluefrog 2008
  87. 87. 4. Put the donor in control. Of everything.
  88. 88. THANK YOU damian@askdirect.ie @damianobroin

×