Presentation to KickStart 2011, 14 January 2011

1. KickStart
2011 #kickstart2011
Morrison Hotel, Dublin, 14 January.
Damian O’Broin

3. Once upon a tim!...

7. 000 targ et met.
€250, n 2009
10% increase o
(so far...)

8. Wish I’d done that...

9. Greenpeace Rainbow Warrior Video
http://www.delicious.com/damianob/kickstart2011

10. “P.S. As a token of our
appreciation for your gift,
we will add your name to
our supporter dedication
wall which will be featured
on the real Rainbow
Warrior. Your name will
stand alongside others
from around the world who
are prepared to contribute
to a greener world.”

15. Why does this work so
well?

16. A journey back in time to the centre of the brain....

17. “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
“...both genders must be engaged emotionally for a message
to be remembered and acted upon.”
– Dr. A. K. Pradeep, The Buying Brain

18. The Six ‘Old Brain’ Stimuli
1. Self-Centred 6. Emotions
2. Contrast 5. Visual Stimuli
3. Tangible Input 4. Beginning & End

19. To Their Moms...
http://www.delicious.com/damianob/kickstart2011

20. Ensure it’s about YOU not ME
Simple & tangible Use emotion
Deliver to the
OLD BRAIN
Make it visual Tell stories
Good vs Evil

23. g et
t tar
Bea 3%
by 3

26. Childs i Foundation Joey Video
http://www.delicious.com/damianob/kickstart2011

30. Sight 70%
Safe Birth 20%
Mobility 6%
Education 4%
2/3 donors
didn’t choose a gift

31. Up
Chr 50%
istm on
as 2
009

33. Up 84%
on-year
year-

34. General Monthly Gifts Top Donors
2009
2010
General Cash +28%
Monthly Gifts +88%
Top Donors +227%

35. Not just tangible - restricted
Increased focus on top donor segments
Core service - familiar,
understandable topic
Emotional, donor-centred,
visual, great story
Clear need & achievable solution

36. “You” or “Your” is repeated
14 times on Page 1
(and donor’s name appears four times)
Visual stimulus
Articulation of need
Introduces story...
Thanks donor and
demonstrates impact

37. Donor focused solution
Clear target

38. Four t
imes
mone as mu
y rais ch
ed

39. First time donors who receive
a personal thank you within
48 hours
are
Four times
more likely to give again
– McConkey Johnston International UK

40. 38% sent personalised email thank you within 48 hours
28% sent thank you letter within 2 working days
Only
50%
managed to send a personalised
thank you within
48 hours
– Ask Direct Mystery Shopping Research

41. Almost
1 in 5
failed to acknowledge
the gift in any way.
Ever.
– Ask Direct Mystery Shopping Research

42. Arrive promptly
The 3 things your
THANK YOU
needs to do
Make your donor Show the impact
feel special of their gift

43. Fifteen ways to say
thank you

44. Concern Worldwide Haiti Thank You
http://www.delicious.com/damianob/kickstart2011

52. Action Aid Most Generous Person
http://www.delicious.com/damianob/kickstart2011

56. New Zealand Blood Service
http://www.delicious.com/damianob/kickstart2011

58. Girl Effect
http://www.delicious.com/damianob/kickstart2011

60. What
YOU
are about to do
is nothing short of
revolutionary

61. Thank You
www.askdirect.ie
www.twitter.com/damianobroin
www.slideshare.net/damianob
www.delicious.com/damianob
damian@askdirect.ie