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The power of loyalty in tough times - Fundraising Seminar
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Annual Fundraising Seminar – January 21st, 2011 with Maria Ros Jernberg
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The power of loyalty in tough times - Fundraising Seminar
1.
The power of loyalty in
tough times Maria Ros Jernberg © Maria Ros Jernberg, 2011
2.
Or…. The power of
loyalty at all times © Maria Ros Jernberg, 2011
3.
YES You will get
the presentation.You don’t have to write everything down. © Maria Ros Jernberg, 2011
4.
NO There won’t be
a lot of numbers/statistics/data. My aim: inspiration © Maria Ros Jernberg, 2011
5.
Why loyalty? Expensive
to recruite new donors all the time Loyal donors can help recruit new donors More money – Life Time Value Competition is increasing © Maria Ros Jernberg, 2011
6.
Recession
This is where we raise funds Financial crisis © Maria Ros Jernberg, 2011
7.
Increasing competition More
charities/NGOs Universities Museums Hospitals and… © Maria Ros Jernberg, 2011
8.
© Maria Ros
Jernberg, 2011
9.
© Maria Ros
Jernberg, 2011
10.
© Maria Ros
Jernberg, 2011
11.
Today’s activism
© Maria Ros Jernberg, 2011
12.
© Maria Ros
Jernberg, 2011
13.
What you and
your friends think of different companies © Maria Ros Jernberg, 2011
14.
Citizen journalism
Wikis Second Life Podcasting Blogs Everyone is a publicist! Flickr iStockphoto Twitter MySpace Youtube Facebook User reviews © Maria Ros Jernberg, 2011
15.
People are active
– asking for information, searching for information, sharing information. On their terms. © Maria Ros Jernberg, 2011
16.
mass participation
© Maria Ros Jernberg, 2011
17.
Wasn’t this supposed
to be about loyalty? © Maria Ros Jernberg, 2011
18.
Allowing people to participate
and get active builds loyalty. © Maria Ros Jernberg, 2011
19.
THE TOUGHEST JOB
IN THE WORLD Swedish Cooperative Centre Female farmers in African countries such as Kenya Job opening: The toughest job in the world – for a month. Living and working together with a female farmer in Kenya. Hundreds applied – Youtube video Social media – spreading the word © Maria Ros Jernberg, 2011
20.
The toughest job
in the world - could you do it? Watch application videos Swedish woman can try the Quiz – for every quiz completed, a toughest job in the world corporate sponsor donates €0.5 © Maria Ros Jernberg, 2011
21.
http://www.youtube.com/watch?v=gmKVurt- KL4 This is Elisabeth,
who has the toughest job in the world Almost 4,000 showings Application videos: thousands of showings © Maria Ros Jernberg, 2011
22.
© Maria Ros
Jernberg, 2011
23.
Crowdsourcing The power
of the many Mass collaboration ◦ Public buy-in Wikipedia Candian Goldcorp ◦ All geological data online ◦ $500,000 prize money ◦ Found $3bn worth of gold on their property © Maria Ros Jernberg, 2011
24.
Crowdsourcing Defenders of
Wildlife Membership card vote 3 photos – voting online Membership renewal Over 55,000 voted Raised $130,000 by email 2,000 new donors Real value: Involvment, built closer relationships © Maria Ros Jernberg, 2011
25.
How can
you use crowdsourcing as a tool to achieve mass participation? © Maria Ros Jernberg, 2011
26.
Today it doesn’t
matter what YOU say! In 2011 your brand is determined by: what you do who you are what THEY say. Thank you Lbi Belgium for the inspiration to this slide © Maria Ros Jernberg, 2011
27.
What do they
say? Make sure there are good guys out there mass participating on your behalf, saying good things about you. © Maria Ros Jernberg, 2011
28.
MAKINGYOU DONOR YOUR BRAND CHAMPION
© Maria Ros Jernberg, 2011
29.
But…. Loyalty first
No loyalty, no brand champions So let’s build loyalty © Maria Ros Jernberg, 2011
30.
To get people
passionate and talking about you, you need to create relationships worth talking about… © Maria Ros Jernberg, 2011
31.
TRUE PASSION http://www.youtube.com/watch?v=wvsboPUjrGc
© Maria Ros Jernberg, 2011
32.
IT STARTS WITH
YOU! Live your values Show your committment Show your passion Donors want enthusiastic, passionate staff who truly cares about the cause © Maria Ros Jernberg, 2011
33.
(Re)Ignite the passion
Fall in love again! Celebrate new ways of thinking Have fun Remind yourself of the vision, of the dream Get out to see the actual work! Invite the people you work for Invite your donors © Maria Ros Jernberg, 2011
34.
Brand Touch Points Every
Touch Point counts! © Maria Ros Jernberg, 2011
35.
A great donor
experience! © Maria Ros Jernberg, 2011
36.
DONOR FOCUS
© Maria Ros Jernberg, 2011
37.
It’s all about
the donor ”You” is the most important word Not ”Support us” It’s ”What you can do” © Maria Ros Jernberg, 2011
38.
Fundraising communications should
tell the donor how great the donor is. Not how great the organisation is. Your donors are the most important people you have. The whole organisation needs to embrace this thought. © Maria Ros Jernberg, 2011
39.
Making donors feel
like they’re part of something ◦ Belonging Idea: On the web: ”About us” + ”About you” © Maria Ros Jernberg, 2011
40.
http://darmano.typepad.com/
© Maria Ros Jernberg, 2011
41.
© Maria Ros
Jernberg, 2011
42.
A passion for donors! The relation between You and I You = Donor I/we = Organisation You:I has to be bigger than 1 © Maria Ros Jernberg, 2011
43.
www.oxfam.org.uk
© Maria Ros Jernberg, 2011
44.
© Maria Ros
Jernberg, 2011
45.
Common mistakes We
did this, we achieved that, that and that. We were amazing. And by the way, thank you…
46.
What it should
look like Thanks to you we’ve had the possibility to achieve a lot of amazing things.Without you it wouldn’t have been possible…
47.
Borrowed from Tom
Ahern
48.
Borrowed from Tom
Ahern
49.
CHANGE FOCUS How do
we get more from our donors? What does the donor get from giving to us? © Maria Ros Jernberg, 2011
50.
”Is this all
I am?” © Maria Ros Jernberg, 2011
51.
”But I want
to be a hero!” © Maria Ros Jernberg, 2011
52.
THE SWEDISH HERO
Tack = Thank You Extremely popular – huge buzz Won awards – even more buzz Viral effect – send to a friend You chose the photo http://en.tackfilm2.se/ © Maria Ros Jernberg, 2011
53.
Momsrising.org
http://news.cnnbcvideo.com/?nid=s5lRo6g 5.GgDYQ6BoxEqSzE1NDIzNTY1&referre d_by=18249781-ttwRjtx © Maria Ros Jernberg, 2011
54.
UNA Sweden -
http://unselfishstatus.fn.se/ © Maria Ros Jernberg, 2011
55.
© Maria Ros
Jernberg, 2011
56.
© Maria Ros
Jernberg, 2011
57.
© Maria Ros
Jernberg, 2011
58.
THAT LITTLE EXTRA…
Small things: ◦ A text message on their birthday ◦ ”Wish you were here…” ◦ Press releases – before the media ◦ ”I saw this in the newspaper and I thought it might interest you…” ◦ Invite them to share their passion © Maria Ros Jernberg, 2011
59.
© Maria Ros
Jernberg, 2011
60.
© Maria Ros
Jernberg, 2011
61.
Youdon’t
You do ask people great things to become and people your brand will become champions brand champions © Maria Ros Jernberg, 2011
62.
The Ripple Effect ©
Maria Ros Jernberg, 2011
63.
The actions that
make people great friends ARE THE SAME that cause people to advocate for brands. Source: 22squared © Maria Ros Jernberg, 2011
64.
WHY CHAMPIONS ARE
A GOOD THING Recruiting new donors the traditional way is expensive Traditional brand building campaigns are expensive Word of Mouth is strong. Oh so strong! ◦ 94% trust Word of Mouth (Forrester) ◦ 67% of US economy impacted by Word of Mouth (Mc Kinsey & Co) ◦ More than 1/3 of European consumers influenced by another consumer’s recommendation © Maria Ros Jernberg, 2011
65.
Message on my
log: Charlotte has bought you a pink ribbon © Maria Ros Jernberg, 2011
66.
Click the link,
and you’ll access your new profile photo ”I support the Pink Ribbon campaign 2010 Give the Pink Ribbon to your friends © Maria Ros Jernberg, 2011
67.
Who do you
want to give the Pink Ribbon to? One Pink Ribbon cost €1 – or buy 10 ribbons for €5? © Maria Ros Jernberg, 2011
68.
Pay via SMS.
Send this code to… and you’ll donate €5. © Maria Ros Jernberg, 2011
69.
Room for a
personalised greeting Publish the gift on your friend’s logs on Facebook © Maria Ros Jernberg, 2011
70.
Showing commitment I’ve added
a Webstamp worth $0.3 to this email in support of Childhood. Click here to see how you can help. Cheers, Jonas © Maria Ros Jernberg, 2011
71.
BUILDING LOYALTY –
KEY FACTORS Embrace and allow participation Passion A great donor experience ◦ everything counts Donor focus/donor perspective The YOU word Making them feel like heroes Offer that little extra Give donors a voice Develop tools © Maria Ros Jernberg, 2011
72.
Thank you
and good luck! Please stay in touch! mrosjernberg@ hotmail.com Or find me on True loyalty! Facebook or LinkedIn © Maria Ros Jernberg, 2011
73.
Brands perceived to
act on their customer’s behalf have 44% more advocates. © Maria Ros Jernberg, 2011
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