The document discusses key insights for effective donor communications, including that communications should focus on the donor rather than the organization, and should be viewed as a customer service experience. It emphasizes the importance of telling donors' stories, avoiding jargon, understanding donors' motivations including a desire for purpose and meaning, and creating a virtuous cycle of asking for support, providing thanks and reporting on impacts.

1. © 2014 Tom Ahern | www.AHERNCOMM.com 1
Bloomcom Presents
All You Need to Really Know
(really) [yes, really]
by Tom Ahern | Jan 14, 2015

2. Shanon Doolittle
2

3. The world’s most profitable insight:
Donor communications aren’t
really about your organization.
They’re really about the donor.
3TOM AHERN © 2014

4. The world’s 2nd
most profitable insight:
Donor communications are a
customer service experience.
4TOM AHERN © 2014

5. The world’s 2nd
most profitable insight:
Donor communications are a
customer service experience.
5TOM AHERN © 2014
“I liked that!”“I liked that!” “I didn’t like
that!”
“I didn’t like
that!”

6. 6
The gift of joy

7. 7TOM AHERN © 2014
The gift of joy

8. 8
Editor: Michelle Brinson
TOM AHERN © 2014
The gift of joy

9. What story are you telling
me about me?
9TOM AHERN © 2014

10. Communications are a
mirror held up to donors.
They see themselves in
what you say.
© 2014 Tom Ahern | www.AHERNCOMM.com 10

11. 11
KIND
CARING
COMPASSIONATE
HELPFUL
FRIENDLY
FAIR
HARD-WORKING
GENEROUS
HONEST
Source: psychologist Jen Shang,
quoted in the NY Times 2012

12. © 2014 Tom Ahern | www.AHERNCOMM.com 12
You’re in my home:
“Why are you here?”
Bad guest or good?

13. To make METo make ME
feel good!!!feel good!!!
13© 2014 Tom Ahern | www.AHERNCOMM.com
Important!
Wanted!
Needed!
Proud of myself!
Happy!
Pleased!
Entertained!Surprised!

14. 18 bits of jargon to eschew
14
Source: Katya Andresen, Nonprofit Marketing Blog, Network for Good
1. Capacity 2.
Empower 3.
Enhance4.
Indigenous 5.
Par tner s hip6.
Development7.
Sy s temic8.
Community
9. Innovation
10. Super lative11.
Outcomes 12.
Suppor t13.
Sus tainable14.
Res our ces 15.
Dignity 16.
Facilitate17.
Diver s ity 18.
Fos ter ing
Tom Ahern | © 2014

15. 18 bits of jargon to eschew
15
Source: Katya Andresen, Nonprofit Marketing Blog, Network for Good
1. Capacity 2.
Empower 3.
Enhance4.
Indigenous 5.
Par tner s hip6.
Development7.
Sy s temic8.
Community
9. Innovation
10. Super lative11.
Outcomes 12.
Suppor t13.
Sus tainable14.
Res our ces 15.
Dignity 16.
Facilitate17.
Diver s ity 18.
Fos ter ing
Tom Ahern | © 2014
“Huh?”“Huh?”
“Why are you dragging
this tone-deaf, insider
rubbish into my home?”
“Why are you dragging
this tone-deaf, insider
rubbish into my home?”
“Can’t you please
understand? Jargon
prevents empathy!”
“Can’t you please
understand? Jargon
prevents empathy!”

16. You have your long story.
You have your current stories.
They are all donor stories.
16TOM AHERN © 2014

17. © 2014 Tom Ahern | www.AHERNCOMM.com 17
Yes, I donate....
Jane | Age 89 | Widowed

18. vision
enemy
hero
served
Source: Stephen Pidgeon and Tangible
18© 2014 Tom Ahern | www.AHERNCOMM.com

19. vision
enemy
hero
served
Source: Stephen Pidgeon and Tangible
19© 2014 Tom Ahern | www.AHERNCOMM.com

20. Every 15 minutes someone in the
UK begins to lose their sight.
Today, with your help, we can
give them the practical support
needed to rebuild their shattered
lives.
© 2014 Tom Ahern | www.AHERNCOMM.com 20
Source: Stephen Pidgeon and Tangible
Vis ion
Her o
Enemy Ser ved

21. hero defeats enemy
21© 2014 Tom Ahern | www.AHERNCOMM.com

22. 22

23. © 2014 Tom Ahern | www.AHERNCOMM.com 23
donors make sad
happy

24. “Humans are driven by a will to
establish meaning in their lives.
They need purpose.”
That’s your real job, in donor communications:
to bestow purpose in exchange for support.
24
Source: Neurologist and psychiatrist Viktor Frankl, via the For Impact blog
© 2014 Tom Ahern | www.AHERNCOMM.com

25. If there are no problems
to solve, donors have
nothing to do.
25

26. 26
Joy!
Need
Joy!
© 2014 Tom Ahern | www.AHERNCOMM.com
Need

27. Welcome to
the family
27TOM AHERN © 2014

28. St. Jude’s welcome package
• #10 envelope: THANKS! Your St. Jude welcome materials
are enclosed.
• Personalized, one-sided letter (for $10 gift) gushes, “I’ve
just received the marvelous news – you’re the newest
member of the St. Jude family.” Marlo Thomas
• P.S.: “I know there are many worthy charities that ask for
your help. Please know how honored we are that you’ve
chosen to support the work of St. Jude.”
• Inserts: thank you from patient, thank you from parent,
small notepad, reply slip with a gentle ask for “extra gift”
28© Tom Ahern | © 2013

29. 29© 2014 Tom Ahern | www.AHERNCOMM.com
70+% of first-time donors in the
U.S. do NOT make a second gift.

30. Appeals, thanks, & newsletters work together.
You ask. You thank. You report.
You ask. You thank. You report.
You ask. You thank. You report.
30
The virtuous circle...
© 2014 Tom Ahern | www.AHERNCOMM.com

31. Appeals, thanks, & newsletters work together.
You ask. You thank. You report.
You ask. You thank. You report.
You ask. You thank. You report.
31
The virtuous circle...
© 2014 Tom Ahern | www.AHERNCOMM.com
The part the charity
cares about
The part the donor
cares about

32. 32© 2014 Tom Ahern | www.AHERNCOMM.com

33. And by the way...
You ask (and flatter).
You thank (and flatter).
You report (and flatter).
You cannot flatter too much.
33© 2014 Tom Ahern | www.AHERNCOMM.com

34. 34
Source: Neuromarketing blog
“Even when people perceive
that flattery is insincere, that
flattery can still leave a
lasting and positive
impression of the flatterer.”
© 2014 Tom Ahern | www.AHERNCOMM.com

35. 35© 2014 Tom Ahern | www.AHERNCOMM.com

36. © 2014 Tom Ahern | www.AHERNCOMM.com 36

37. © 2014 Tom Ahern | www.AHERNCOMM.com 37

38. © 2014 Tom Ahern | www.AHERNCOMM.com 38
Beginning
of mail
End of mail
Elapsed time:
1-3 seconds

39. © 2014 Tom Ahern | www.AHERNCOMM.com 39
Thousands of messages.
Three piles.
1. Can’t ignore.
2. Can safely ignore.
3. A bit interested.

40. 40TOM AHERN © 2014

41. ABOUT US
ABOUT US
ABOUT US
ABOUT US
ABOUT USABOUT US
ABOUT US ABOUT US
ABOUT US
ABOUT US
ABOUT US
ABOUT US
ABOUT US ABOUT US ABOUT US
41TOM AHERN © 2014

42. ABOUT US
ABOUT US
ABOUT US
ABOUT US
ABOUT USABOUT US
ABOUT US ABOUT US
ABOUT US
ABOUT US
ABOUT US
ABOUT US
ABOUT US ABOUT US ABOUT US
ABOUT
THE
DONOR
42TOM AHERN © 2014

43. To some, this might come as a shock:
You’re in sales.
43© 2014 Tom Ahern | www.AHERNCOMM.com

44. Fundraising’s
customer is the donor.
44TOM AHERN © 2014

45. Unified theory of donor
communications in 2 words:
Customer satisfaction
45TOM AHERN © 2014

46. “Fundraisin’s no aboot
the Munnie, Lassie!”
Alan Clayton most recently; from Ken Burnett; from Harold
Sumption, “architect” of Oxfam
© 2014 Tom Ahern | www.AHERNCOMM.com 46

47. “Please stop staring at my
wallet. You’re making me
uncomfortable.”
TOM AHERN © 2014 47

48. 48
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