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Presentation to KickStart 2011, 14 January 2011

Presentation to KickStart 2011, 14 January 2011



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KickStart2011 KickStart2011 Presentation Transcript

  • KickStart 2011 #kickstart2011Morrison Hotel, Dublin, 14 January. Damian O’Broin
  • Once upon a tim!...
  • 000 targ et met.€250, n 200910% increase o (so far...)
  • Wish I’d done that...
  • Greenpeace Rainbow Warrior Video
  • “P.S. As a token of our appreciation for your gift, we will add your name to our supporter dedicationwall which will be featured on the real Rainbow Warrior. Your name will stand alongside othersfrom around the world who are prepared to contribute to a greener world.”
  • Why does this work so well?
  • A journey back in time to the centre of the brain....
  • “Researchers have demonstrated that [we] make decisions in an emotional manner and then justify them rationally” – Renvoisé & Morin, Neuromarketing The most effective messages appeal here“...both genders must be engaged emotionally for a message to be remembered and acted upon.” – Dr. A. K. Pradeep, The Buying Brain
  • The Six ‘Old Brain’ Stimuli 1. Self-Centred 6. Emotions2. Contrast 5. Visual Stimuli 3. Tangible Input 4. Beginning & End
  • To Their Moms...
  • Ensure it’s about YOU not MESimple & tangible Use emotion Deliver to the OLD BRAIN Make it visual Tell stories Good vs Evil
  • g et t tarBea 3% by 3
  • Childs i Foundation Joey Video
  • Sight 70%Safe Birth 20%Mobility 6%Education 4%2/3 donorsdidn’t choose a gift
  • UpChr 50% istm on as 2 009
  • Up 84% on-yearyear-
  • General Monthly Gifts Top Donors20092010 General Cash +28% Monthly Gifts +88% Top Donors +227%
  • Not just tangible - restricted Increased focus on top donor segments Core service - familiar, understandable topic Emotional, donor-centred, visual, great storyClear need & achievable solution
  • “You” or “Your” is repeated 14 times on Page 1 (and donor’s name appears four times) Visual stimulus Articulation of need Introduces story... Thanks donor and demonstrates impact
  • Donor focused solution Clear target
  • Four t imes mone as mu y rais ch ed
  • First time donors who receive a personal thank you within 48 hours are Four times more likely to give again – McConkey Johnston International UK
  • 38% sent personalised email thank you within 48 hours 28% sent thank you letter within 2 working days Only 50% managed to send a personalised thank you within 48 hours – Ask Direct Mystery Shopping Research
  • Almost 1 in 5failed to acknowledge the gift in any way. Ever. – Ask Direct Mystery Shopping Research
  • Arrive promptly The 3 things your THANK YOU needs to doMake your donor Show the impact feel special of their gift
  • Fifteen ways to say thank you
  • Concern Worldwide Haiti Thank You
  • Action Aid Most Generous Person
  • New Zealand Blood Service
  • Girl Effect
  • What YOU are about to dois nothing short of revolutionary
  • Thank You