The document discusses how charities can improve relationships with supporters and donors. It recommends that charities give people a role in the organization's story and provide a rewarding supporter experience. A rewarding experience involves principles like integration, conversation, value exchange, and good timing. Conversation is key, as charities should open a dialogue and ask supporters for their thoughts. This can result in increased engagement like more stories written and legacy pledges made. The document also discusses the sharing economy and changing views of charities before concluding by asking what one thing could be done to improve a charity's supporter experience.

1. @petergbgrant
Planner, Good Agency
#CharityComms
How to have good relationships
Page 1/27Unleash the GOOD

2. BAD RELATIONSHIPS
Page 2/27Unleash the GOOD

3. EXTRACTIVE INDUSTRIES
Page 3/27Unleash the GOOD

4. TRUST IN CHARITIES FALLS
-16% IN 1 YEAR
Page 4/27Unleash the GOOD

5. A CHANGING VIEW OF CHARITY
Page 5/27Unleash the GOOD

6. INVOLVEMENT:
WE BLAME THE PARENTS
We decide. The kids obey.
We decide together as
a family, including the kids.
Why aren’t I involved?
WAR: 75+ BOOMERS: 50-65 MILLENNIALS: 18-30
Page 6/27Unleash the GOOD

7. THE
SHARING
ECONOMY
COLLABORATION RECESSIONTECHNOLOGY
Page 7/27Unleash the GOOD

8. ⎫
⎪
⎪
⎪
⎪
⎪
⎪
⎪
⎪
⎬
⎪
⎪
⎪
⎪
⎪
⎪
⎪
⎪
⎭
Page 8/27Unleash the GOOD

9. ⎫
⎪
⎪
⎪
⎪
⎪
⎪
⎪
⎪
⎬
⎪
⎪
⎪
⎪
⎪
⎪
⎪
⎪
⎭
Page 9/27Unleash the GOOD

10. OR
Page 10/27Unleash the GOOD

11. CHARITY:WATER
Page 11/27Unleash the GOOD

12. HAVE GOOD RELATIONSHIPS:
Page 12/27Unleash the GOOD

13. HAVE GOOD RELATIONSHIPS:
1. A ROLE IN YOUR STORY
2. A REWARDING EXPERIENCE
Page 13/27Unleash the GOOD

14. 1. WE CAN OFFER PEOPLE
REAL MEANING.
BUT THEY MUST HAVE
A ROLE IN THE STORY.
Page 14/27Unleash the GOOD

15. BRAND PROPOSITION:
NO CHILD BORN TO DIE.
ENGAGEMENT PROPOSITION:
HELP A CHILD SURVIVE PAST FIVE.
Page 15/27Unleash the GOOD

16. 2. A REWARDING SUPPORTER EXPERIENCE
“Somewhere between 70% to 80% of
first-time donors never make a second gift,
multiple studies confirm. In the commercial
world, a 70-80% loss rate would say one thing
loud and clear: new customers aren’t falling in
love with us.
Something’s wrong with our product.
Something’s wrong with our service.”
Professor Adrian Sargeant
Page 16/27Unleash the GOOD

17. 4 PRINCIPLES FOR A GOOD SUPPORTER EXPERIENCE
1. INTEGRATION
2. CONVERSATION
3. VALUE EXCHANGE
4. GOOD TIMING
Page 17/27Unleash the GOOD

18. 1. INTEGRATION
COMMITMENT IS A STATE OF MIND, NOT A CONTRACT
Page 18/27Unleash the GOOD

19. 2. CONVERSATION
OPEN UP A DIALOGUE. ASK FOR THEIR THOUGHTS.
Page 19/27Unleash the GOOD

20. 2. CONVERSATION
OPEN UP A DIALOGUE. ASK FOR THEIR THOUGHTS.
Over 500 stories written back. 114 legacy pledges. Potential ROI of 44:1.
Page 20/27Unleash the GOOD

21. 3. VALUE EXCHANGE
STRONG RELATIONSHIPS ARE BUILT ON MUTUAL BENEFIT
Page 21/27Unleash the GOOD

22. 3. VALUE EXCHANGE
STRONG RELATIONSHIPS ARE BUILT ON MUTUAL BENEFIT
Page 22/27Unleash the GOOD

23. 3. VALUE EXCHANGE
STRONG RELATIONSHIPS ARE BUILT ON MUTUAL BENEFIT
Page 23/27Unleash the GOOD

24. 3. VALUE EXCHANGE
STRONG RELATIONSHIPS ARE BUILT ON MUTUAL BENEFIT
8,175 new leads +173% on KPIs
Page 24/27Unleash the GOOD

25. WHO DOES IT BEST?
Page 25/27Unleash the GOOD

26. FINAL THOUGHT:
ONE THING YOU COULD DO TO IMPROVE
YOUR CHARITY’S SUPPORTER EXPERIENCE?
1. INTEGRATION
2. CONVERSATION
3. VALUE EXCHANGE
4. GOOD TIMING
Page 26/27Unleash the GOOD

27. GOOD AGENCY
8 Boundary Row
London SE1 8HP
T 020 7738 1900
F 020 7738 9900
E hello@goodagency.co.uk
THANK YOU
FOR YOUR TIME
PETE GRANT
@PETERGBGRANT
PETE.GRANT@GOODAGENCY.CO.UK
Page 27/27Unleash the GOOD

28. Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do:
www.charitycomms.org.uk

29. Conference
22 October 2015
London
#CCengagement
Engagement conference
Sponsored by