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The power of

loyalty
in tough times


Maria Ros Jernberg




                     © Maria Ros Jernberg, 2011
Or….
The power of loyalty

at all times


                       © Maria Ros Jernberg, 2011
YES
You will get the presentation.You don’t
have to write everything down.




                     © Maria Ros Jernberg, 2011
NO
There won’t be a lot of
numbers/statistics/data.
My aim: inspiration




                      © Maria Ros Jernberg, 2011
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
Recession

              This is where
              we raise funds


             Financial
             crisis


© Maria Ros Jernberg, 2011
Increasing competition
 More charities/NGOs
 Universities
 Museums
 Hospitals
 and…




                        © Maria Ros Jernberg, 2011
© Maria Ros Jernberg, 2011
© Maria Ros Jernberg, 2011
© Maria Ros Jernberg, 2011
Today’s activism




                   © Maria Ros Jernberg, 2011
© Maria Ros Jernberg, 2011
What you and your friends think of different companies




                                    © Maria Ros Jernberg, 2011
Citizen journalism
  Wikis

  Second Life
                    Podcasting           Blogs
Everyone is a publicist!
       Flickr        iStockphoto                      Twitter
                                       MySpace



  Youtube                        Facebook
   User reviews

                                   © Maria Ros Jernberg, 2011
People are active – asking for information,
searching for information, sharing information.
On their terms.




                           © Maria Ros Jernberg, 2011
mass participation



          © Maria Ros Jernberg, 2011
Wasn’t this supposed to be about
loyalty?




                   © Maria Ros Jernberg, 2011
Allowing people to
participate and get active
builds loyalty.




                 © Maria Ros Jernberg, 2011
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
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
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
© Maria Ros Jernberg, 2011
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
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
How  can you use
crowdsourcing as a tool to
achieve mass participation?



                   © Maria Ros Jernberg, 2011
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
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
MAKINGYOU DONOR
YOUR BRAND
CHAMPION



        © Maria Ros Jernberg, 2011
But….
 Loyalty first
 No loyalty, no brand champions



So    let’s build loyalty



                        © Maria Ros Jernberg, 2011
To get people passionate and talking
about you, you need to create
relationships worth talking about…




                       © Maria Ros Jernberg, 2011
TRUE PASSION

http://www.youtube.com/watch?v=wvsboPUjrGc




                          © Maria Ros Jernberg, 2011
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
(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
Brand Touch Points


Every Touch Point counts!
                            © Maria Ros Jernberg, 2011
A great donor
 experience!


         © Maria Ros Jernberg, 2011
DONOR FOCUS




       © Maria Ros Jernberg, 2011
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
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
Making donors feel like they’re part of
something
◦ Belonging

 Idea: On the web: ”About us” + ”About you”




                            © Maria Ros Jernberg, 2011
http://darmano.typepad.com/

                              © Maria Ros Jernberg, 2011
© Maria Ros Jernberg, 2011
   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
www.oxfam.org.uk




      © Maria Ros Jernberg, 2011
© Maria Ros Jernberg, 2011
Common mistakes
 We did this, we achieved that, that and that.
 We were amazing. And by the way, thank
 you…
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…
Borrowed from Tom Ahern
Borrowed from Tom Ahern
CHANGE FOCUS

How do we get more from our donors?



What does the donor get from giving to us?




                         © Maria Ros Jernberg, 2011
”Is this all I am?”




     © Maria Ros Jernberg, 2011
”But I want to be
a hero!”




  © Maria Ros Jernberg, 2011
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
Momsrising.org
   http://news.cnnbcvideo.com/?nid=s5lRo6g
    5.GgDYQ6BoxEqSzE1NDIzNTY1&referre
    d_by=18249781-ttwRjtx




                          © Maria Ros Jernberg, 2011
UNA Sweden - http://unselfishstatus.fn.se/
                                      © Maria Ros Jernberg, 2011
© Maria Ros Jernberg, 2011
© Maria Ros Jernberg, 2011
© Maria Ros Jernberg, 2011
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
© Maria Ros Jernberg, 2011
© Maria Ros Jernberg, 2011
Youdon’t    You do
ask people   great things
to become    and people
your brand   will become
champions    brand
             champions
              © Maria Ros Jernberg, 2011
The Ripple
 Effect




© Maria Ros Jernberg, 2011
The actions that make people great
friends

ARE THE SAME
that cause people to advocate for brands.



Source: 22squared


                       © Maria Ros Jernberg, 2011
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
Message on my log:
   Charlotte has bought
   you a pink ribbon




© Maria Ros Jernberg, 2011
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
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
Pay via SMS. Send
this code to… and
you’ll donate €5.




                    © Maria Ros Jernberg, 2011
Room for a
                                        personalised greeting




Publish the gift on your friend’s logs on Facebook

                                              © Maria Ros Jernberg, 2011
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
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
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
Brands perceived to act on their
customer’s behalf have 44% more
advocates.




                      © Maria Ros Jernberg, 2011

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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
  • 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…
  • 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