Donor Comms: The good, the bad and the downright ugly

851 views

Published on

Presentation to Fundraising Ireland Conference, Sept 2006

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
851
On SlideShare
0
From Embeds
0
Number of Embeds
10
Actions
Shares
0
Downloads
24
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Donor Comms: The good, the bad and the downright ugly

  1. 1. Donor Communications The Good, The Bad, And The Downright Ugly.
  2. 2. Some Unsubstantiated Assertions
  3. 3. 1. Most of us just aren’t good enough at donor communications
  4. 4. 2. When we think about donor communications, we still think about this…
  5. 6. … rather than this …
  6. 7. DONOR CHARITY Communication: A Two Way Thing
  7. 8. … or even any of this …
  8. 9. More than just pen & ink <ul><li>Email </li></ul><ul><li>Bebo </li></ul><ul><li>MySpace </li></ul><ul><li>Mobile </li></ul><ul><li>Text </li></ul><ul><li>Blogs </li></ul><ul><li>Skype </li></ul><ul><li>Flickr </li></ul>
  9. 10. 3. Most of our supporters aren’t really supporters in the way we imagine
  10. 11. “ I never open the envelopes I am sent from Concern -even though I have a small standing order with them. They represent parcels of guilt. Who wants that when they get in the door after work?”
  11. 12. The 21st Century Donor <ul><li>Less committed </li></ul><ul><li>More access to information </li></ul><ul><li>More of a consumer </li></ul><ul><li>More demanding </li></ul><ul><li>More cynical </li></ul><ul><li>More comfortable with new media </li></ul>
  12. 13. Going back to the very beginning…
  13. 14. Fundraising Basics: Lesson 1 <ul><li>The two most important words in fundraising: </li></ul><ul><li>Always say “THANK YOU” </li></ul>
  14. 15. The Donor Experience The joys of giving money away in Ireland today
  15. 16. €15 donations via websites <ul><li>Amnesty </li></ul><ul><li>Barnardos </li></ul><ul><li>Barretstown </li></ul><ul><li>Children’s Medical & Research Foundation </li></ul><ul><li>Concern </li></ul><ul><li>Focus Ireland </li></ul><ul><li>Goal </li></ul><ul><li>Irish Cancer Society </li></ul><ul><li>Irish Heart Foundation </li></ul><ul><li>Irish Hospice Foundation </li></ul><ul><li>Oxfam </li></ul><ul><li>Simon </li></ul><ul><li>St Vincent de Paul </li></ul><ul><li>Trócaire </li></ul><ul><li>UNICEF </li></ul>R R R R R R R R R R R R R R R R R R R
  16. 17. How to say Thank You [Donors want it to be PERSONAL and PROMPT]
  17. 22. … and how not to say Thank You…
  18. 23. The computers take over…
  19. 24. Automaton responses…
  20. 26. Of course, if you don’t know who I am, it’s kinda hard to say Thank You
  21. 30. How long does it take to say Thank You ?
  22. 31. 2 out of 3 is bad <ul><li>Initial Thank You by email </li></ul><ul><ul><li>10 - immediately (under 1 hour) </li></ul></ul><ul><ul><li>3 - still waiting </li></ul></ul><ul><ul><li>2 - didn’t record ANY contact details </li></ul></ul>
  23. 32. It’s always nice to get a letter <ul><li>Follow up Thank You letter </li></ul><ul><ul><li>2 - within one week </li></ul></ul><ul><ul><li>4 - within two weeks </li></ul></ul><ul><ul><li>1 - within three weeks </li></ul></ul><ul><ul><li>1 - within four weeks </li></ul></ul><ul><ul><li>1 - within five weeks </li></ul></ul><ul><ul><li>4 - nothing received yet </li></ul></ul><ul><ul><li>2 - didn’t record ANY contact details </li></ul></ul>
  24. 33. Do keep in touch <ul><li>Only two groups have sent any subsequent emails (one of whom never said thank you) </li></ul><ul><li>One group ( Irish Heart Foundation ) has sent three emails </li></ul><ul><li>Two didn’t record ANY contact details </li></ul>
  25. 38. Mind Your Language…
  26. 39. <ul><li>Product </li></ul><ul><li>Transaction </li></ul><ul><li>Purchase </li></ul><ul><li>Order </li></ul>Should any of these words be used about donating?
  27. 43. Look at things from their point of view…
  28. 47. George Smith’s 5 Questions <ul><li>Who am I talking to? </li></ul>
  29. 49. George Smith’s 5 Questions <ul><li>Who am I talking to? </li></ul><ul><li>What precisely am I asking them to do? </li></ul>
  30. 51. George Smith’s 5 Questions <ul><li>Who am I talking to? </li></ul><ul><li>What precisely am I asking them to do? </li></ul><ul><li>Why? </li></ul>
  31. 53. George Smith’s 5 Questions <ul><li>Who am I talking to? </li></ul><ul><li>What precisely am I asking them to do? </li></ul><ul><li>Why? </li></ul><ul><li>Have I made the message sound important (or urgent, crucial, evocative, passionate…) In other words, have I INSPIRED them? </li></ul>
  32. 59. George Smith’s 5 Questions <ul><li>Who am I talking to? </li></ul><ul><li>What precisely am I asking them to do? </li></ul><ul><li>Why? </li></ul><ul><li>Have I made the message sound important (or urgent, crucial, evocative, passionate…) In other words, have I INSPIRED them? </li></ul><ul><li>Have I done something that has never quite been done before? </li></ul>
  33. 64. [email_address] Tel: 086 8274509 www.askdirect.ie

×