Donor Acquisition - Lessons from the frontline of the meltdown

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Presentation on Donor Acquisition to IoF London Conference, 24 November 2011

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  • 4600 signed up in 4 weeksUnprompted Gift increased by 10K per annum
  • Donor Acquisition - Lessons from the frontline of the meltdown

    1. 1. Donor AcquisitionLessons from the frontline of the meltdown Or…
    2. 2. If we can make itwork, you guys have no excuse!
    3. 3. Damian O‟BroinTwitter @damianobroinBlog / web www.askdirect.ie #ioflondon
    4. 4. Some of the, ahem, challenges we face in Ireland…
    5. 5. The economy has gone down the toilet…
    6. 6. Population (millions)70605040302010 0 Ireland London United Kingdom We‟re titchy.
    7. 7. We don‟t have postcodes. No, really, we don‟t.Very limited availability of good quality cold lists. Limited (and expensive) media
    8. 8. But…
    9. 9. Changes in CPR 2008- 10 (Average = €113) €200 €150 €100€ €50 €0 2008 2009 2010 Year
    10. 10. Average response rates Cold lists – 1.2% Door drop / inserts – 0.45% Average gift - €78
    11. 11. Charities are continuing to recruit donors at an acceptable cost. Some are recruiting at a profit.
    12. 12. Enveloped pack doubles response
    13. 13. Insert the Donor “You know, Christmas is a great time for memories, isn‟t it?” “Especially if you know someone whose life has been affected by Alzheimer‟s disease…” “Maybe you know someone yourself.”
    14. 14. A journey back in time to the centre of the brain....
    15. 15. “Researchers have demonstrated that [we] make decisions in an emotional manner and then justify them rationally” – Renvoisé & Morin, Neuromarketing The most effective messages appeal here
    16. 16. The Six „Old Brain‟ Stimuli 1. Self-Centred 6. Emotions2. Contrast 5. Visual Stimuli 3. Tangible Input 4. Beginning & End
    17. 17. Contrast Implied Beginning & End Visual StimuliSelf-Centred Tangible Emotions
    18. 18. Deliver to theOLD BRAIN Create STICKY MESSAGES
    19. 19. S impleU nexpectedC oncreteC redibleE motionalS tories heathbrothers.com
    20. 20. J FKFB INAT OUP SNA SAI RSJFK FBI NATO UPS NASA IRS
    21. 21. Simple
    22. 22. Unexpected
    23. 23. Concrete
    24. 24. Credible
    25. 25. Credible More details Vivid Concrete CREDIBILITYstories words Active language
    26. 26. Emotional
    27. 27. Stories Rebirth Tragedy Comedy Voyage and Return The Quest Rags to Riches
    28. 28. Overcoming the Monster
    29. 29. Stories
    30. 30. Remove barriers
    31. 31. 51.4% completion 52.4% completion
    32. 32. Doubled the number ofpeople who gave us their address
    33. 33. A Quick Case Study
    34. 34. 44
    35. 35. 45
    36. 36. Helpline Number 1800 341 900 Clear, tangible, early ask in standfirst Content warning Starts telling the story… (visual descriptions) Emotion Detail (credibility) Letter mentions “you”, “your” or “yourself” 11 times on46 first page.
    37. 37. “you” / “your” mentioned a further 8 times here Need emphasised Deadline to build urgency Specific ask linked to benefits Personal testimony to build credibility47
    38. 38. Emotion (Anger) 3rd Ask48
    39. 39. Benefit / Solution Personal and emotional Benefit / Solution49
    40. 40. Thanks Specific examples of what your gift will do 4th Ask 5th Ask50
    41. 41. Data capture at top Helpline Number 1800 341 900 Prominent reference to €250 tax efficient giving level Repeat of call to action from Margaret51
    42. 42. Was it Sticky?Simple? Probably NotUnexpected? Yes Envelope / NarrativeConcrete? Somewhat “find the courage..”Credible? Yes Detailed, vivid, storyEmotional? YesStories? Yes
    43. 43. The Results…New donors recruited: 196 (30% ahead of target) (36% more than 2009)Average Gift: €141 (Increase of 67% on 2009)Net cost per acquisition: €0 (down from €121 in 2009) 53

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