2. Key Reasons For Donors Leaving »
• No longer able to afford support
• No memory of ever supporting!
• Organization asked for inappropriate sums
• Feeling that other causes are more deserving
• Not reminded to give again
• Organization did not inform how monies were used
• Did not feel connected!
5. CUE THE EXPERTS:
Dr. Adrian Sargeant
Chief Scientist
Professor of Fundraising at the Center on Philanthropy at
Indiana University holding what is presently the world’s
only endowed chair in that discipline.
Top 10 Most Influential People in Fundraising
Renowned expert on Donor Retention and Donor Loyalty
Mr. Tom Ahern
Donor Communications
Head Coach
One of the world’s top authorities on donor
communications
Author of 4 books on Donor Communications
Winner of 3 prestigious international IABC Gold Quill
awards
6. You send a message...
Goal of donor communications »
...and you want action!
7. 1. What do I know about the target audience?
2. What does that knowledge suggest I do?
3. What are the obstacles?
First, ask yourself »
10. • How did you grab my attention?
• How did you stir my emotion?
• How did you make your case so I cared?
• How did you talk to me personally?
• How did you advance the case story?
• How were you relevant to the reader?
• How were you relevant to the times?
Why were you successful? »
34. 1. Who are you (your promise)?
2. What do you want?
3. Why should I trust you?
4. Why do you matter?
5. How do you relate to me?
6. What’s the rush?
Ask Yourself (Acquisitions) »
35. 1. What did you do with my prior gift?
2. Are you grateful?
3. What do you want now?
4. Do you have proof?
5. Again: Who are you?
6. What’s the rush?
Ask Yourself (Renewals) »
36. • Use the person’s name
• Use the pronouns “you” and “I”
• Include an audience attribute:
“As a parent, you know....”
• Geography: “As a resident of...”
• Hand-written touches
Personalize! »
37.
38. Make your donors the solution
to some local problem.
Secret to Success #3 »
39. They’re aware of consequences
“Someone might be hurt if I don’t give.”
Dr. Adrian Sargeant: Why Donors Stay Loyal »
40. “…the purpose is to get the
reader involved long enough and
interested enough to make a
positive decision. Nothing else.”
-- Jerry Huntsinger
44. Multiple Asks
Logo
[ Optional important message ]
Dear Ms. Smith,
If you’re like me, the sight of
kids running around on stage in
silly costumes makes you giggle
with delight.
Sincerely,
Ms. Sincerity Champion, ED
PS: ytuytggygkigkygkygigikgy
Ask!
Ask!
Ask!
Ask!
45. The purpose of donor communications:
To get inside a person’s home or office ...
... and carry on a brief,
persuasive “conversation in
print,” hoping it will earn your
cause a gift.
49. • Is the letter a conversation – or a brochure?
• Is the opening sentence short?
• Is it personal (“you” and “I”)?
• Have I said why I’m here? (“I’m writing to you
today because...”)
• Does it make a promise?
• Is there urgency?
• Are there at least 3 asks?
• Does it entertain (tell a story, offer news)?
• Is the donor the hero?
Donor Communications Checklist »
51. Neuroscience says…
“Coming across new information
triggers a chemical reaction that makes
us feel good, which in turns causes us to
seek out even more of it.”
Source: Wall Street Journal article by Lee Gomes, on USC neuroscientist, Dr.
Irving Biederman; published March 12, 2008
52. Dear Jane Sample,
Our doctors call it "Day Zero.”
It’s the day you come back from the dead.
54. Also “new-ish”
Words like secret, hidden, hints, tips,
update, private, confidential, mystery,
discover, unveil, expose, reveal,
divulge. Phrases like "Did you know?",
"Myths and Facts," "Frequently Asked
Questions," "Heard on the Blog."
56. “Focus on the SMIT (single most important
thing) you want to tell someone, right now.
Ideally focused on a story about an individual.”
-- Jonathon Grapsas
61. “Giving is not about a calculation of
what you are buying,” Yale economics
professor, Dean Karlan, proved.
“It is about participating in a fight.”
The New York Times | March 9, 2008
64. Memphis Child Advocacy Center
Helping Victims
Become Children Again
They are not giving to this, at least not initially
They are giving to this
65. Donors don’t give to your
organization.
They give through your
organization to:
• fix a problem they worry about
• sustain or expand a solution they believe in
• get more of what they’re interested in
• feel like they’ve made a difference
67. 1. Mental nods
2. Not about you, it’s about the donor
3. Make your donor the solution to a problem
4. 1st paragraph: 10 words or less
5. Multiple asks
6. Don’t bore me
7. Know your SMIT
8. Get them into a Fight
9. Make a Promise
9 Secrets to Success »