This document is a 3 page summary from Damian O'Broin presented at the Norwegian Fundraising Conference on donor care and thank you strategies. It emphasizes the importance of donor-centric communications and focusing on donor retention by providing recognition, demonstrating impact, and giving donors a sense of control over their donations. O'Broin cites data showing donor attrition rates and increased donations when organizations implement donor-focused strategies like personalized thank you letters and impact reports.

1. Donor Care &
Thank You Magic
Norwegian Fundraising Conference
8 September 2011
Damian O’Broin

2. More...
www.askdirect.ie
www.twitter.com/damianobroin
www.slideshare.net/damianob
www.delicious.com/damianob
damian@askdirect.ie

3. Once upon a tim!...

4. My Summer Holiday

6. Extinct Reptile
Me

11. Why is
Donor Care
Important?

12. Bad Donor Care
Unhappy donors
(or even just uninspired donors)
Loss of €€€

13. Building Donor Loyalty
– Adrian Sargeant & Elaine Jay

14. Potential Value of Legacies
€150m
€147,000,000
€100m
€78,000,000
€50m
€26,000,000
€0m
IRL Legacy Giving 2009 NOR Legacy Giving 2009
IRL/NOR Legacy Giving Potential

15. Best legacy prospects are donors
for 5+ years.
Propensity to leave a legacy rockets
after 15 years.

16. But first,
we have to keep
our donors.

17. Typical attrition rates
Cash Donors Face to Face Donors
Year 1 Year 2 Year 3 Year 4 Year 5

18. We spend a fortune recruiting donors
And then throw it all away with
bad donor care

20. “The only things that can’t be
replicated are the relationships
you have with your customers”
– Larry Hochman
Price Product Place

21. Simplicity Speed
Unique Value
Relationship with Donors

22. “When given the choice,
people will always spend time
around people they like.
When it’s expedient and
practical, they’d also rather
do business with and buy stuff
from people they like. And
now, they can.”
– Gary Vaynerchuk

23. % Change in perveived value of brand attributes 2005-09
400%
200%
0%
Exclusive
Arrogant
Sensuous
Daring
Socially Resp -200%
High Quality
Friendly
Kindness & Empathy
Young & Rubicam’s BrandAsset Valuator, quoted in
Gerzema & D’Antonio - The Power of the Post-Recession Consumer

24. “Between 2005 and 2009 US consumers expressed a
nearly fourfold increase in their preference for
companies, brands and products that show
kindness in both their operations and their
encounters with customers.
This desire for companies to be more empathetic
toward consumers is the biggest shift in any
attitude we have ever seen during the BAV
survey’s two-decade history”
Gerzema & D’Antonio - The Power of the Post-Recession Consumer

25. How do you
create great
donor care?

26. Do
red s
nt on
sys no
tem r-fo
-ce ati
or ic s & cus
on un
D m stru sed
ctu
c om res
Donor
Banish short-term thinking

27. Campaign Donor
Return on Investment Lifetime Value
% Response Long-term
& Average Gift Donor Retention
Banish short-term thinking

28. Donor-centred
communications

29. What do donors
want?

30. Recognition

31. “You” or “Your” is repeated
14 times on Page 1
(and donor’s name appears four times)
Thanks donor and
demonstrates impact

32. Donor focused solution

33. General Monthly Gifts Top Donors
2009
2010
General Cash +28%
Monthly Gifts +88%
Top Donors +227%

34. Control

35. MyCareZone
Has reduced
face-to-face
attrition by half

38. Sight 70%
Safe Birth 20%
Mobility 6%
Education 4%
2/3 donors
didn’t choose a gift

39. Feedback

44. The Oxfam Hunger £ Million

46. Four t
imes
mone as mu
y rais ch
ed

47. Gratitude

54. An Emotional
Connection

57. Donor-focussed
systems & structures

58. What do you
really know
about your
donors?

59. It all starts with
data...

61. Net Promoter Score
“How likely is it that you would recommend
<charity> to a friend or colleague?”
0 1 2 3 4 5 6 7 8 9 10
Detractors Promoters

62. Net Promoter Score
Median NPS = 16%
(based on 130,000 customer survey responses for > 400 companies)
Trader Joe’s 82%
Apple 72%
Amazon 70%
Best Irish Charity Score 50%

63. Arrive promptly
The 3 things your
THANK YOU
needs to do
Make your donor Show the impact
feel special of their gift

64. Th e Flattery Bath

65. !"#$%&'()*#+'
,(-.%/'*//(0/"1%.2
345
6&."7&."(,588
“When people ask me what difference
5;<=,<>=55
a donation can make, I reply that
4/&*([*2()*#+'G
donations to Starship transform lives.
D%/'(@/#@E/(&27(C/(+%&.(F"99/*/'?/(&(F#'&."#'(?&'(C&7/G(H(*/@EI(.%&.(F#'&."#'2(.#(!.&*2%"@(.*&'29#*C(E"J/2K(L&*/'.2(
%&J/(.#EF(C/(+".%(./&*2("'(.%/"*(/I/2(+%&.(".(C/&'2(.#(7'#+(.%/"*(?%"EF("2(*/?/"J"'1(.%/($/2.(@#22"$E/(?&*/(&.(!.&*2%"@K(
Parents have told me with tears in
-'F($/%"'F(/J/*I(#'/(#9(.%/2/(?%"EF*/'(.%/*/(&*/(?#C@&22"#'&./(@/#@E/(E"7/(I#B(F/F"?&./F(.#(%/E@"'1K(M%&'7(I#BK their eyes what it means to know their
N#B*(F#'&."#'(+"EE(%/E@(!.&*2%"@(2B@@#*.(?%"EF*/'(&'F(.%/"*(9&C"E"/2(&.(.%/"*(C#C/'.(#9(1*/&./2.('//FK((H.("2(&.(.%/2/(
C#C/'.2G(+%/'(&(?%"EFO2(E"9/(?&'(%&'1("'(.%/($&E&'?/G(.%&.(I#B*(F#'&."#'($/?#C/2(.*BEI(.*&'29#*C&."#'&EK(
child is receiving the best possible care
H(%&J/(2//'(%#+(&(2/*"#B2EI("EE(?%"EF(?&'(9&?/("'?*/F"$E/(2".B&."#'2(+".%(&(C&.B*".I(+/EE($/I#'F(.%/"*(I/&*2K(M%/2/( at Starship.
?%"EF*/'(?&'(/P%"$".(&'("'2@"*&."#'&E(&$"E".I(.#(?&**I(#'(+".%(&(2C"E/(&'F(&'(&C&Q"'1EI(@#2"."J/(RE"J/(E"9/O(&..".BF/K(
)B.(&(@#2"."J/(&..".BF/(&E#'/("2'O.(/'#B1%(.#(1/.(.%*#B1%(&(E"9/(.%*/&./'"'1(C/F"?&E(?%&EE/'1/(S(I#B*(F#'&."#'(C/&'2(A/+(
T/&E&'F(?%"EF*/'(%&J/(&(+#*EF(?E&22(9&?"E".I(.#(1"J/(.%/C(.%/($/2.(@#22"$E/(%#@/(9#*(&(9BEE(&'F(%&@@I(E"9/K(M%"2("2(.%/(7"'F(
#9(?&*/(H($/E"/J/(/J/*I(?%"EF(F/2/*J/2K And behind every one of these
N#B(?&'(7//@(B@(.#(F&./(+".%(2#C/(#9(.%/(2B??/22(2.#*"/2(I#B*(1"9.(%&2(C&F/(@#22"$E/($I(J"2"."'1(
+++K2.&*2%"@K#*1K'Q<9#B'F&."#'G(#*("9(I#B(%&J/(&'I(UB/2."#'2G(@E/&2/(?&EE(#'(=V(,=8(WVX8K
children there are compassionate
M%&'7(I#B(&1&"'(9#*(1"J"'1(JBE'/*&$E/(I#B'1(?%"EF*/'(.%/($/2.(@#22"$E/(?%&'?/(&.(E"9/K people like you dedicated to helping.
)/2.(+"2%/2G
Your donation will help Starship
)*&F(YE&*7
support children and their families at
Y%"/9(ZP/?B."J/
their moment of greatest need. It is at
these moments, when a child’s life can
hang in the balance, that your
!'()$()
%&'()*&'+,-.-*/-0+1*)2+)2('34+5,&67
!"#$%&'()*#+'
donation becomes truly
3/?/"@.(ABC$/*:
4#'&."#'(#9: !"#$##
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345
transformational.”
4&./: !"#$%#&$!! 6&."7&."(,588

68. The Importance of Speed

69. Time has shrunk
We want it now

70. First time donors who receive
a personal thank you within
48 hours
are
Four times
more likely to give again
– McConkey Johnston International UK

71. Charities who sent personalised
thank you within 48 hrs - online gifts
Email Post
2006 20% 13%
2008 38% 28%
2011 60% 20%
– Ask Direct Mystery Shopping Research

72. Only 1 in 4 charities sent
a postal thank you after
an online gift
– Ask Direct Mystery Shopping Research (Ireland, Canada, New Zealand)

74. Response to postal donations
% who thanked
% who thanked
< 1 week
Ireland 93% 33%
Canada 27% 13%

75. Once upon a tim!...

79. You’ve got six
months.
Get cracking.

80. Provide feedback on how gifts
are making a difference
Secure a second cash gift
(~50% of second gifts are made within 6 months)
Upgrade direct debit donors
(optimum 4-6 months)
Cement the relationship between
donor and charity

81. How much is
poor donor care
costing you?

82. €113
Nkr 854
Average gross cost of recruiting a donor via direct marketing 2008-10

83. €78
Nkr 589
Average value of first time gift to charity 2008-10

84. 6 x first gift
€468
Nkr 3,534
5 Year Lifetime Value of Cash Donor

85. 10 x first gift
€780
Nkr 5,890
Jeff Brooks’ Rule of Thumb for total donor value

86. 27 x first gift
€2106
Nkr 15,906
5 Year Lifetime Value of cash donor who also makes monthly gift

87. Now,
multiply that by
all the donors
you’re losing...

88. Nkr 15,906

89. Thank You
www.askdirect.ie
www.twitter.com/damianobroin
www.slideshare.net/damianob
www.delicious.com/damianob
damian@askdirect.ie