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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

Annual Fundraising Seminar – January 21st, 2011 with Maria Ros Jernberg


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  • 1. The power ofloyaltyin tough timesMaria Ros Jernberg © Maria Ros Jernberg, 2011
  • 2. Or….The power of loyaltyat all times © Maria Ros Jernberg, 2011
  • 3. YESYou will get the presentation.You don’thave to write everything down. © Maria Ros Jernberg, 2011
  • 4. NOThere won’t be a lot ofnumbers/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 BlogsEveryone 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 aboutloyalty? © Maria Ros Jernberg, 2011
  • 18. Allowing people toparticipate and get activebuilds 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 videosSwedish woman can try the Quiz – for every quiz completed, atoughest job in the world corporate sponsor donates €0.5 © Maria Ros Jernberg, 2011
  • 21. http://www.youtube.com/watch?v=gmKVurt-KL4This is Elisabeth, who has the toughest job inthe worldAlmost 4,000 showingsApplication 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 usecrowdsourcing as a tool toachieve 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 forthe 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 DONORYOUR BRANDCHAMPION © 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 talkingabout you, you need to createrelationships worth talking about… © Maria Ros Jernberg, 2011
  • 31. TRUE PASSIONhttp://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 PointsEvery 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 tellthe donor how great the donor is. Nothow great the organisation is.Your donors are the most importantpeople you have. The whole organisationneeds to embrace this thought. © Maria Ros Jernberg, 2011
  • 39. Making donors feel like they’re part ofsomething◦ 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 FOCUSHow 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 bea 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 doask people great thingsto become and peopleyour brand will becomechampions brand champions © Maria Ros Jernberg, 2011
  • 62. The Ripple Effect© Maria Ros Jernberg, 2011
  • 63. The actions that make people greatfriendsARE THE SAMEthat 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 PinkRibbon 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. Sendthis code to… andyou’ll donate €5. © Maria Ros Jernberg, 2011
  • 69. Room for a personalised greetingPublish the gift on your friend’s logs on Facebook © Maria Ros Jernberg, 2011
  • 70. Showing commitmentI’ve added a Webstamp worth $0.3 to this email in support ofChildhood. Click here to see how you can help. Cheers, Jonas © Maria Ros Jernberg, 2011
  • 71. BUILDING LOYALTY – KEYFACTORS 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 onTrue loyalty! Facebook or LinkedIn © Maria Ros Jernberg, 2011
  • 73. Brands perceived to act on theircustomer’s behalf have 44% moreadvocates. © Maria Ros Jernberg, 2011