Who's Afraid of In Memory Donors

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In Memory Giving presentation, Fundraising Ireland Conference, March 2012

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Who's Afraid of In Memory Donors

  1. 1. #finfc12 Who’s Afraid ofThe Big Bad Wolf ?
  2. 2. Damian O’Broin damian@askdirect.ie @damianobroinpinboard.in/u:damianobroin www.askdirect.ie
  3. 3. The Rise and Rise of In Memory Giving
  4. 4. In Honour In Lieu of Flowers In Memory Funeral Collections Tribute funds
  5. 5. “Money given… in memory… will outstrip money given throughlegacies in 10 years’ time,delegates at the Institute of Fundraising’s National Convention heard”
  6. 6. Just Giving in memory donations £2,500,000 £2,000,000First quarter £1,500,000income £1,000,000 £500,000 £0 1 2 3 4 5 2007 2008 2009 2010 2011
  7. 7. The top 5 fundraisers on mycharity are all giving inmycharity.ie 15/3/12 memory
  8. 8. There’s a market for memories…
  9. 9. …and the private sector has recognised t
  10. 10. What In Memory Donors Want…
  11. 11. How donors relate to charity
  12. 12. With In Memory, it’s a bit more complicated
  13. 13. FamilyFriendsOthers In Memory Research
  14. 14. Grieving MourningSupporting In Memory Research
  15. 15. Grieving• To provide a positive focus“For my husband, he wanted something positive out of it, sohe said we‟ll be pro-active, instead of sitting around in selfpity...” (Female, 40s) In Memory Research
  16. 16. Grieving• To keep the relationship alive“You look at your life, it‟s really really weird, I feel, I wouldn‟tsay it‟s guilt, I feel I want to give... I feel I’m givingsomething to her... she‟s not down here for me to give it toher...” (Female, 40s) In Memory Research
  17. 17. Grieving• To combat helplessness“You feel a bit helpless, and it‟s nice because at the end youthink I‟ve raised all this money now, you push and pushpeople to sponsor you.” (Female, 30s) In Memory Research
  18. 18. Grieving• I want them to be proud of me“I like to think she‟s looking down from heaven, if there‟s aheaven, and she thinks „good on her‟. That‟s what she‟dsay, good on you. You go girl” (Female, 20s) In Memory Research
  19. 19. Grieving• I want them to know I loved them“I want him to know he was valued so much, that he meantso much to me, to all of us.” (Male, 40s) In Memory Research
  20. 20. Supporting• Make the bereaved feel better“For her she could see all the names of her friends which Ithink is lovely... she could say all these people care aboutme and I can count on my friends when times are rough.” (Female, 40s) In Memory Research
  21. 21. How we actually treat them…
  22. 22. …we’re frightened.
  23. 23. / Donor Benchmarking Research 20116 countries x 15 charities each x 3 types of gift
  24. 24. Average speed of response* Ask Direct/Bluefrog Benchmarking 20
  25. 25. Average speed of response*New Zealand Canada In Mem Generic Postal Online -1st postal Ireland 0 10 20 30 40 50 60 70 Ask Direct/Bluefrog Benchmarking 20
  26. 26. Average communication volumesAverage number of communications Paper mail and email *Average volume of communications received between donation and end-Sep 2011 Ask Direct/Bluefrog Benchmarking 20
  27. 27. Average communications volumes 9Average number of communica ons 8 7 Paper mail and email 6 5 Ireland 4 New Zealand 3 Canada 2 1 0 Generic postal In Mem dona on Online dona on: Online dona on: packs dona on emails Ask Direct/Bluefrog Benchmarking 20
  28. 28. Volumes received by charity – UKNumber of communications received Ask Direct/Bluefrog Benchmarking 20
  29. 29. Volumes received by charity – Ireland 12Number of communications received 10 8 Online:email 6 Online:postal 4 Generic postal 2 In Memory 0 Ask Direct/Bluefrog Benchmarking 20
  30. 30. Why are we ignoring In Memory Donors? Follow up to donation Yes No 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 20
  31. 31. But not as much as some… % of charities with no follow up 100% 80% 60% 40% 20% 0% Ask Direct/Bluefrog Benchmarking 20
  32. 32. A bit more detail… Ask Direct/Bluefrog Benchmarking 20
  33. 33. A bit more detail… 14 12Number of Charities 10 8 Ireland 6 New Zealand 4 Canada 2 0 0 1 2 3 4 5 Total number of mail packs mailed to In Mem donor Ask Direct/Bluefrog Benchmarking 20
  34. 34. So much for the quantity.What about the quality?
  35. 35. Do In Memory donors get a fitting reply? Ask Direct/Bluefrog Benchmarking 20
  36. 36. Do In Memory donors get a fitting reply? 16 14 12Number of charities 10 Got nothing 8 In Mem Thank You Generic Thank You 6 4 2 0 Ireland New Zealand Canada Ask Direct/Bluefrog Benchmarking 20
  37. 37. Breaking it down – in the UK Gift-specific thank In Mem focus Hand signed Hand written Mention cousin Mention flowers Offer tribute Offer support Offer to tell family you Amnesty         Greenpeace          Macmillan          CRUK          GOSH          NSPCC          Red X          RNLI          SA          STC          UNICEF         World Vision          BHF          RNIB          Oxfam          Ask Direct/Bluefrog Benchmarking 20
  38. 38. Breaking it down – in Ireland Gift-specific In Mem focus Hand signed Hand written Mention cousin Mention flowers Offer tribute Offer support Offer Condolences Offer to tell family thank you 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 20
  39. 39. Quality of Response - Ireland Amnesty International Ireland 6 World Vision Barnardos 5 Unicef 4 Barretstown 3 Trócaire 2 Bóthar 1 0 Oxfam CMRF MS Society Concern Irish Red Cross Focus Ireland Irish Heart Foundation Irish Cancer Society Ask Direct/Bluefrog Benchmarking 20
  40. 40. In more detail Ask Direct/Bluefrog Benchmarking 20
  41. 41. In more detail141210 8 6 Ireland 4 New Zealand 2 0 Canada Ask Direct/Bluefrog Benchmarking 20
  42. 42. Time for some examples…
  43. 43. Possibly the worst…
  44. 44. Tax Receipt?!No personalisation. No mention of In Memory.
  45. 45. MS Ireland:No personalisation. No mention of In Memory.
  46. 46. Personalised. But nomention on In Memory
  47. 47. Concern.Is a tax reminder appropriate?
  48. 48. That’s enough about you. Let’s talk about me.
  49. 49. Children’s Medical &Research Foundation Good. But Slow.
  50. 50. MSF Canada: Sympathy card… then thank you letter.
  51. 51. The personal touch…
  52. 52. Entirely handwritten
  53. 53. Personal. And information gatheringRef to relation tobereaved, butalso, to theflowers. No othercharity did thelatter.Hand signedcard fromDirector. Noother charity didthis.Option to leavemessage online.(Relationshipdevelopment ANDmeeting donorneeds)Hand signed
  54. 54. GOSH comes closeCharity givingitself invitationto ask onanniversaries
  55. 55. Meeting even more donor needsOffer ofbereavementsupport
  56. 56. Almost there. But would this jar?Nice touch.If it wereappropriatefor a £10donation.New-donorprospecting
  57. 57. Almost there. But would this jar?A bit much?
  58. 58. Very few calls The British Red Cross called three times in five days. None of the callers had any record of the previous. All said exactly the same thing – talking at, not with.Pre-call post card from theAustralian Salvation Army
  59. 59. The Canadians were better atcalling…
  60. 60. Four things you can do.
  61. 61. 1: Collect, care for and use data appropriately
  62. 62. Donor surveys: Gather data.Begin the conversation.
  63. 63. Is this gift in memory of someone?If yes, perhaps you’d like to tell us their name
  64. 64. 2. Stop. Listen. Think.
  65. 65. Specials Fundraising € arrives flagged for Dept checks attention Money to Data recorded Thank Youaccounts for on database issued processing
  66. 66. 3. Be Human
  67. 67. “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
  68. 68. 4. Put the donor in control. Of everything.
  69. 69. #finfc12THANK YOU

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