Enlighten Conference - Stewarding your donors


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Fundraising is about building relationships. The relationship that you have with your supporters is absolutely key to your fundraising success. But its not as simple as just asking people for money; great fundraising is about listening and then responding to your supporters needs, engaging with them in a way that is right for them, making it easy for them to get involved and showing them the difference they have made. Not just once, but again and again. For life.

With examples from both the charity and corporate world, this session will give you ideas about how to give your supporters the best and most rewarding experiences so that together you can make a lasting difference to the causes that you fundraise for.

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Enlighten Conference - Stewarding your donors

  1. 1. Stewardship of yourorganisations donors Lucy Gower @lucyinnovation
  2. 2. Every employees jobDeliver WOW Through Service
Embrace and Drive Change
Create Fun and A Little Weirdness
Be Adventurous, Creative, and Open-Minded
Pursue Growth and Learning
Build Open and Honest Relationships With Communication
Build a Positive Team and Family Spirit
Do More With Less
Be Passionate and Determined
Be Humble
  3. 3. Think of a time when…..• What happened?• How did it make you feel• Did you tell anyone else?• Will you go back?
  4. 4. “Long after people forget what you did for them, they willremember how you made them feel” Walt Disney
  5. 5. How we make decisions14% of consumers trust advertisements90% of consumers trust peer recommendationsSource: “Marketing to the Social Web,” Larry Weber, Wiley Publishing 2007
  6. 6. Donor Voice 2012 National survey recent frequent UK cause donors, nine UKorganisations supplying house file names and associated transactional information.
  7. 7. fundraising Building relationships to connect a supporter to a causeproviding them with the opportunity to make a difference.
  8. 8. For every consumer who complains, there are 26* more who are just as unhappy but dont bother to get in touch.*differing opinions on the number. Sometimes 25, 10 or tons are cited. Thefigure 26 comes from a study called Increasing Customer Satisfaction,carried out by TARP for the U.S. Office of Consumer Affairs in 1974-1979 and1984-1986.
  9. 9. A “WOW” Experience “exceeded expectations” service “expected”satisfaction
  10. 10. Oxfam: Tag your Bag
  11. 11. © lucyinnovation
  12. 12. “It was a heartbreaking and messy day. Wed hoped to show you footage of a joyful village celebrating a successful drill, but we didnt achieve that today. We‟re committed totransparency at charity: water, so instead, our live drill video will show you the reality and challenges we face on the ground” Scott Harrison, Founder charity: water
  13. 13. • Resources books and blogs
  14. 14. How will you create donor „wow‟ moments?• Look for inspiration from outside as well as within the sector• Be personal and make your donor feel part of something• Get closer• Donor wow standards• Be open about success and failure• Act quickly• Fundraising is everyones role• Regularly make someones day
  15. 15. Best fundraising blogs• The Agitator theagitator.net• 101 fundraising 101fundraising.org• Mark Phillips queerideas.co.uk• Fundraising Detective fundraisingdetective.com• Beth’s blog bethkanter.org• Future Fundraising Now futurefundraisingnow.com• Jonathan Grapsas flatearthdirect.com/blog• The Penguin Blog bottomlineideas.wordpress.com• Katya’s blog nonprofitmarketingblog.com• Seth’s blog sethgodin.typepad.com
  16. 16. Find out more www.sofii.orgRelationship fundraising Ken BurnettSwitch and Made to Stick Chip and Dan HeathBusiness beyond the Box John O‟KeefeLinchpin and Purple Cow Seth GodinEnchantment Guy KawasakiThe Art of Woo G Richard Shell and Mario MoussaMaking ideas Happen Scott BerkunGood to Great andGreat by Choice Jim CollinsThe Fundraisers Guide to IrresistibleCommunications Jeff Brookes
  17. 17. Contactlucy@lucyinnovation.co.uk @lucyinnovation