SlideShare a Scribd company logo
Stewardship of your
organisation's donors

      Lucy Gower
    @lucyinnovation
Every employees job
Deliver WOW Through Service

Embrace and Drive Change

Create Fun and A Little Weirdness

Be Adventurous, Creative, and Open-Minded

Pursue Growth and Learning

Build Open and Honest Relationships With Communication

Build a Positive Team and Family Spirit

Do More With Less

Be Passionate and Determined

Be Humble
Think of a time when…..

• What happened?
• How did it make you feel
• Did you tell anyone else?
• Will you go back?
“Long after people forget what
  you did for them, they will
remember how you made them
             feel”

                Walt Disney
How we make decisions


14% of consumers trust advertisements

90% of consumers trust peer recommendations




Source: “Marketing to the Social Web,” Larry Weber, Wiley Publishing 2007
Donor Voice 2012 National survey recent frequent UK cause donors, nine UK
organisations supplying house file names and associated transactional information.
fundraising

       Building relationships to
   connect a supporter to a cause
providing them with the opportunity to
         make a difference.
For every consumer who
        complains, there are 26* more
         who are just as unhappy but
         don't bother to get in touch.



*differing opinions on the number. Sometimes 25, 10 or 'tons' are cited. The
figure 26 comes from a study called 'Increasing Customer Satisfaction',
carried out by TARP for the U.S. Office of Consumer Affairs in 1974-1979 and
1984-1986.
A “WOW” Experience

                      “exceeded
                     expectations”

                          service


                 “expected”




satisfaction
Oxfam: Tag your Bag
© lucyinnovation
“It was a heartbreaking and messy day. We'd
 hoped to show you footage of a joyful village
  celebrating a successful drill, but we didn't
     achieve that today. We‟re committed to
transparency at charity: water, so instead, our
  live drill video will show you the reality and
       challenges we face on the ground”

   Scott Harrison, Founder charity: water
• Resources books and blogs
How will you create donor „wow‟
           moments?
• Look for inspiration from outside as well as
  within the sector
• Be personal and make your donor feel part
  of something
• Get closer
• Donor wow standards
• Be open about success and failure
• Act quickly
• Fundraising is everyone's role
• Regularly make someone's day
Best fundraising blogs
•   The Agitator             theagitator.net
•   101 fundraising          101fundraising.org
•   Mark Phillips            queerideas.co.uk
•   Fundraising Detective    fundraisingdetective.com
•   Beth’s blog              bethkanter.org
•   Future Fundraising Now   futurefundraisingnow.com
•   Jonathan Grapsas         flatearthdirect.com/blog
•   The Penguin Blog         bottomlineideas.wordpress.com
•   Katya’s blog             nonprofitmarketingblog.com
•   Seth’s blog              sethgodin.typepad.com
Find out more
                              www.sofii.org
Relationship fundraising                Ken Burnett
Switch and Made to Stick                Chip and Dan Heath
Business beyond the Box                 John O‟Keefe
Linchpin and Purple Cow                 Seth Godin
Enchantment                             Guy Kawasaki
The Art of Woo                          G Richard Shell and Mario Moussa
Making ideas Happen                     Scott Berkun
Good to Great and
Great by Choice                         Jim Collins
The Fundraisers Guide to Irresistible
Communications                          Jeff Brookes
Contact

lucy@lucyinnovation.co.uk

    @lucyinnovation

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Enlighten Conference - Stewarding your donors

  • 1. Stewardship of your organisation's donors Lucy Gower @lucyinnovation
  • 2.
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  • 6. Every employees job Deliver WOW Through Service 
Embrace and Drive Change 
Create Fun and A Little Weirdness 
Be Adventurous, Creative, and Open-Minded 
Pursue Growth and Learning 
Build Open and Honest Relationships With Communication 
Build a Positive Team and Family Spirit 
Do More With Less 
Be Passionate and Determined 
Be Humble
  • 7.
  • 8. Think of a time when….. • What happened? • How did it make you feel • Did you tell anyone else? • Will you go back?
  • 9. “Long after people forget what you did for them, they will remember how you made them feel” Walt Disney
  • 10. How we make decisions 14% of consumers trust advertisements 90% of consumers trust peer recommendations Source: “Marketing to the Social Web,” Larry Weber, Wiley Publishing 2007
  • 11. Donor Voice 2012 National survey recent frequent UK cause donors, nine UK organisations supplying house file names and associated transactional information.
  • 12.
  • 13. fundraising Building relationships to connect a supporter to a cause providing them with the opportunity to make a difference.
  • 14.
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  • 16. For every consumer who complains, there are 26* more who are just as unhappy but don't bother to get in touch. *differing opinions on the number. Sometimes 25, 10 or 'tons' are cited. The figure 26 comes from a study called 'Increasing Customer Satisfaction', carried out by TARP for the U.S. Office of Consumer Affairs in 1974-1979 and 1984-1986.
  • 17. A “WOW” Experience “exceeded expectations” service “expected” satisfaction
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  • 29. “It was a heartbreaking and messy day. We'd hoped to show you footage of a joyful village celebrating a successful drill, but we didn't achieve that today. We‟re committed to transparency at charity: water, so instead, our live drill video will show you the reality and challenges we face on the ground” Scott Harrison, Founder charity: water
  • 30.
  • 31. • Resources books and blogs
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  • 34. How will you create donor „wow‟ moments? • Look for inspiration from outside as well as within the sector • Be personal and make your donor feel part of something • Get closer • Donor wow standards • Be open about success and failure • Act quickly • Fundraising is everyone's role • Regularly make someone's day
  • 35. Best fundraising blogs • The Agitator theagitator.net • 101 fundraising 101fundraising.org • Mark Phillips queerideas.co.uk • Fundraising Detective fundraisingdetective.com • Beth’s blog bethkanter.org • Future Fundraising Now futurefundraisingnow.com • Jonathan Grapsas flatearthdirect.com/blog • The Penguin Blog bottomlineideas.wordpress.com • Katya’s blog nonprofitmarketingblog.com • Seth’s blog sethgodin.typepad.com
  • 36. Find out more www.sofii.org Relationship fundraising Ken Burnett Switch and Made to Stick Chip and Dan Heath Business beyond the Box John O‟Keefe Linchpin and Purple Cow Seth Godin Enchantment Guy Kawasaki The Art of Woo G Richard Shell and Mario Moussa Making ideas Happen Scott Berkun Good to Great and Great by Choice Jim Collins The Fundraisers Guide to Irresistible Communications Jeff Brookes