ICAWC 2014, Istanbul - Stephen Pidgeon's presentation on how to appreciate and love your donors.

1. How to love your donors (to death!)
1
Stephen Pidgeon
www.stephenpidgeon.co.uk

2. Today…
• Three amazing facts that should change your
fundraising for ever
• Four simple ways to love your donors
• And all that in just 30minutes!!!

3. Fact 1
…from excellent research by Jen Shang and
Professor Adrian Sargeant in 2009 - 2011

4. Social information increased giving from
new members (Number of Callers = 317)
$86.58
$87.44
$96.98
$111.91
$115.00
$110.00
$105.00
$100.00
$95.00
$90.00
$85.00
$80.00
Control $75 $180 $300
Condition
Mean Pledge Amount ($)
Jen Shang and Adrian Sargeant 2009 - 2011

5. Boundaries?
Jen Shang and Adrian Sargeant 2009 - 2011

6. Similarity Matters (Mary vs.Tom, she vs. he)
131.57
160.2
165
160
155
150
145
140
135
130
125
120
Mismatch Match
Condition
Mean Contribution ($)
‘Identity’ can be
expressed in all
sorts of ways:
faith, where you
live, age, work,
pets, views….
Jen Shang and Adrian Sargeant 2009 - 2011

7. Their social network matters
Amount Donated Based on Number of
Acquaintances who Listen to StationX
101.83
119.19
113.74
122.02
132.31
$140.00
$130.00
$120.00
$110.00
$100.00
1 to 3 4 to 6 7 to 9 10 to 12 13 to 15
Number of people
Average
Amount Donated ($)
Jen Shang and Adrian Sargeant 2009 - 2011

8. Professor Jen Shang…
• Americans use nine adjectives to describe a
moral person:
• Kind, caring, compassionate, helpful, friendly fair,
hard-working, generous and honest

9. Fact 2
Behavioural Insights Team (2013) ‘Applying behavioural
insights to charitable giving’. Cabinet Office/Charities Aid
Foundation, London.

11. Fact 3
Figures in August this year from The Royal British Legion,
with their kind permission

12. Some key figures for you…

13. Today…
• Three amazing facts that should change your
fundraising for ever
• Four simple ways to love your donors
• And all that in just 30minutes!!!

14. 4 simple ways to love your donors
• Telephone them to say thank you

15. Research has shown…
• Telephoning to thank a new supporter…
• …increases Revenue Retention by:
• 40%
• Instead of $75,000 in Year 2…
• …you would have $105,000
For the cost of
around $8,000
Donor-Centred Fundraising Penelope Burk, Chuck Longfield (Blackbaud) cited it SOFII

16. 4 simple ways to love your donors
• Telephone them to say thank you
• Ask them for their views

17. Research gives useful information on each
supporter’s attitude

18. 4 simple ways to love your donors
• Telephone them to say thank you
• Ask them for their views
• Get them to campaign for you

20. Every charity…
• …has something it needs to shout about!

21. 4 simple ways to love your donors
• Telephone them to say thank you
• Ask them for their views
• Get them to campaign for you
• Remember key anniversaries

22. 4 simple ways to love your donors
• Telephone them to say thank you
• Ask them for their views
• Get them to campaign for you
• Remember key anniversaries

23. Today…
• Two amazing facts that should change your
fundraising for ever
• Four simple ways to love your donors
• And all that in just 30minutes!!!