This document discusses challenges and lessons learned in donor acquisition in Ireland. It notes that Ireland has a small population and limited data and media options compared to larger countries like the UK. However, some charities have still been able to recruit donors profitably despite these constraints. Effective messaging appeals to emotions and uses techniques like contrast, visual stimuli, self-focus, tangible examples, and stories with a clear beginning and end. A case study shows that using these types of "sticky" and emotional messages in direct mail significantly increased response rates and resulted in more new donors acquired at no net cost.

1. Donor Acquisition
Lessons from the frontline of the
meltdown
Or…

2. If we can make it
work, you guys have
no excuse!

3. Damian O‟Broin
Twitter @damianobroin
Blog / web www.askdirect.ie
#ioflondon

4. Some of the, ahem, challenges we face in Ireland…

5. The economy has gone down the toilet…

6. Population (millions)
70
60
50
40
30
20
10
0
Ireland London United Kingdom
We‟re titchy.

7. We don‟t have postcodes. No, really, we don‟t.
Very limited availability of good quality cold lists.
Limited (and expensive) media

8. But…

9. Changes in CPR 2008-
10
(Average = €113)
€200
€150
€100
€
€50
€0
2008 2009 2010
Year

10. Average response rates
Cold lists – 1.2%
Door drop / inserts – 0.45%
Average gift - €78

11. Charities are continuing to recruit donors at an
acceptable cost.
Some are recruiting at a profit.

13. Enveloped pack doubles response

18. Insert the Donor
“You know, Christmas is a great time for
memories, isn‟t it?”
“Especially if you know someone whose life has
been affected by Alzheimer‟s disease…”
“Maybe you know someone yourself.”

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

21. “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

22. The Six „Old Brain‟ Stimuli
1. Self-Centred 6. Emotions
2. Contrast 5. Visual Stimuli
3. Tangible Input 4. Beginning & End

23. Contrast Implied Beginning & End
Visual Stimuli
Self-Centred
Tangible
Emotions

24. Deliver to the
OLD BRAIN
Create
STICKY
MESSAGES

25. S imple
U nexpected
C oncrete
C redible
E motional
S tories
heathbrothers.com

26. J FKFB INAT OUP SNA SAI RS
JFK FBI NATO UPS NASA IRS

27. Simple

28. Unexpected

29. Concrete

30. Credible

31. Credible
More details
Vivid Concrete
CREDIBILITY
stories words
Active language

32. Emotional

33. Stories
Rebirth
Tragedy
Comedy
Voyage and Return
The Quest
Rags to Riches

34. Overcoming the Monster

35. Stories

37. Remove barriers

40. 51.4% completion 52.4% completion

41. Doubled the
number of
people who
gave us
their
address

42. A Quick
Case
Study

44. 44

45. 45

46. Helpline Number
1800 341 900
Clear, tangible, early
ask in standfirst
Content warning
Starts telling the
story…
(visual descriptions)
Emotion
Detail (credibility)
Letter mentions
“you”, “your” or
“yourself” 11 times on
46
first page.

47. “you” / “your” mentioned
a further 8 times here
Need emphasised
Deadline to build
urgency
Specific ask linked to
benefits
Personal testimony to
build credibility
47

48. Emotion (Anger)
3rd Ask
48

49. Benefit / Solution
Personal and emotional
Benefit / Solution
49

50. Thanks
Specific examples of
what your gift will do
4th Ask
5th Ask
50

51. Data capture at top
Helpline Number
1800 341 900
Prominent reference to
€250 tax efficient giving
level
Repeat of call to action
from Margaret
51

52. Was it Sticky?
Simple? Probably Not
Unexpected? Yes
Envelope / Narrative
Concrete? Somewhat
“find the courage..”
Credible? Yes
Detailed, vivid, story
Emotional? Yes
Stories? Yes

53. The Results…
New donors recruited: 196 (30% ahead of target)
(36% more than 2009)
Average Gift: €141 (Increase of 67% on 2009)
Net cost per acquisition: €0 (down from €121 in 2009)
53