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.”
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
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
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
