The power of loyalty in tough times - Fundraising Seminar

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Annual Fundraising Seminar – January 21st, 2011 with Maria Ros Jernberg

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The power of loyalty in tough times - Fundraising Seminar

  1. 1. The power ofloyaltyin tough timesMaria Ros Jernberg © Maria Ros Jernberg, 2011
  2. 2. Or….The power of loyaltyat all times © Maria Ros Jernberg, 2011
  3. 3. YESYou will get the presentation.You don’thave to write everything down. © Maria Ros Jernberg, 2011
  4. 4. NOThere won’t be a lot ofnumbers/statistics/data.My aim: inspiration © Maria Ros Jernberg, 2011
  5. 5. Why loyalty? Expensive to recruite new donors all the time Loyal donors can help recruit new donors More money – Life Time Value Competition is increasing © Maria Ros Jernberg, 2011
  6. 6. Recession This is where we raise funds Financial crisis© Maria Ros Jernberg, 2011
  7. 7. Increasing competition More charities/NGOs Universities Museums Hospitals and… © Maria Ros Jernberg, 2011
  8. 8. © Maria Ros Jernberg, 2011
  9. 9. © Maria Ros Jernberg, 2011
  10. 10. © Maria Ros Jernberg, 2011
  11. 11. Today’s activism © Maria Ros Jernberg, 2011
  12. 12. © Maria Ros Jernberg, 2011
  13. 13. What you and your friends think of different companies © Maria Ros Jernberg, 2011
  14. 14. Citizen journalism Wikis Second Life Podcasting BlogsEveryone is a publicist! Flickr iStockphoto Twitter MySpace Youtube Facebook User reviews © Maria Ros Jernberg, 2011
  15. 15. People are active – asking for information,searching for information, sharing information.On their terms. © Maria Ros Jernberg, 2011
  16. 16. mass participation © Maria Ros Jernberg, 2011
  17. 17. Wasn’t this supposed to be aboutloyalty? © Maria Ros Jernberg, 2011
  18. 18. Allowing people toparticipate and get activebuilds loyalty. © Maria Ros Jernberg, 2011
  19. 19. THE TOUGHEST JOB IN THE WORLD Swedish Cooperative Centre Female farmers in African countries such as Kenya Job opening: The toughest job in the world – for a month. Living and working together with a female farmer in Kenya. Hundreds applied – Youtube video Social media – spreading the word © Maria Ros Jernberg, 2011
  20. 20. The toughest job in the world - could you do it? Watch application videosSwedish woman can try the Quiz – for every quiz completed, atoughest job in the world corporate sponsor donates €0.5 © Maria Ros Jernberg, 2011
  21. 21. http://www.youtube.com/watch?v=gmKVurt-KL4This is Elisabeth, who has the toughest job inthe worldAlmost 4,000 showingsApplication videos: thousands of showings © Maria Ros Jernberg, 2011
  22. 22. © Maria Ros Jernberg, 2011
  23. 23. Crowdsourcing The power of the many Mass collaboration ◦ Public buy-in Wikipedia Candian Goldcorp ◦ All geological data online ◦ $500,000 prize money ◦ Found $3bn worth of gold on their property © Maria Ros Jernberg, 2011
  24. 24. Crowdsourcing Defenders of Wildlife Membership card vote 3 photos – voting online Membership renewal Over 55,000 voted Raised $130,000 by email 2,000 new donors Real value: Involvment, built closer relationships © Maria Ros Jernberg, 2011
  25. 25. How can you usecrowdsourcing as a tool toachieve mass participation? © Maria Ros Jernberg, 2011
  26. 26. Today it doesn’t matter what YOU say! In 2011 your brand is determined by: what you do who you are what THEY say.Thank you Lbi Belgium forthe inspiration to this slide © Maria Ros Jernberg, 2011
  27. 27. What do they say? Make sure there are good guys out there mass participating on your behalf, saying good things about you. © Maria Ros Jernberg, 2011
  28. 28. MAKINGYOU DONORYOUR BRANDCHAMPION © Maria Ros Jernberg, 2011
  29. 29. But…. Loyalty first No loyalty, no brand championsSo let’s build loyalty © Maria Ros Jernberg, 2011
  30. 30. To get people passionate and talkingabout you, you need to createrelationships worth talking about… © Maria Ros Jernberg, 2011
  31. 31. TRUE PASSIONhttp://www.youtube.com/watch?v=wvsboPUjrGc © Maria Ros Jernberg, 2011
  32. 32. IT STARTS WITH YOU! Live your values Show your committment Show your passion Donors want enthusiastic, passionate staff who truly cares about the cause © Maria Ros Jernberg, 2011
  33. 33. (Re)Ignite the passion Fall in love again! Celebrate new ways of thinking Have fun Remind yourself of the vision, of the dream Get out to see the actual work! Invite the people you work for Invite your donors © Maria Ros Jernberg, 2011
  34. 34. Brand Touch PointsEvery Touch Point counts! © Maria Ros Jernberg, 2011
  35. 35. A great donor experience! © Maria Ros Jernberg, 2011
  36. 36. DONOR FOCUS © Maria Ros Jernberg, 2011
  37. 37. It’s all about the donor ”You” is the most important word Not ”Support us” It’s ”What you can do” © Maria Ros Jernberg, 2011
  38. 38. Fundraising communications should tellthe donor how great the donor is. Nothow great the organisation is.Your donors are the most importantpeople you have. The whole organisationneeds to embrace this thought. © Maria Ros Jernberg, 2011
  39. 39. Making donors feel like they’re part ofsomething◦ Belonging Idea: On the web: ”About us” + ”About you” © Maria Ros Jernberg, 2011
  40. 40. http://darmano.typepad.com/ © Maria Ros Jernberg, 2011
  41. 41. © Maria Ros Jernberg, 2011
  42. 42.  A passion for donors! The relation between You and I You = Donor I/we = Organisation You:I has to be bigger than 1 © Maria Ros Jernberg, 2011
  43. 43. www.oxfam.org.uk © Maria Ros Jernberg, 2011
  44. 44. © Maria Ros Jernberg, 2011
  45. 45. Common mistakes We did this, we achieved that, that and that. We were amazing. And by the way, thank you…
  46. 46. What it should look like Thanks to you we’ve had the possibility to achieve a lot of amazing things.Without you it wouldn’t have been possible…
  47. 47. Borrowed from Tom Ahern
  48. 48. Borrowed from Tom Ahern
  49. 49. CHANGE FOCUSHow do we get more from our donors?What does the donor get from giving to us? © Maria Ros Jernberg, 2011
  50. 50. ”Is this all I am?” © Maria Ros Jernberg, 2011
  51. 51. ”But I want to bea hero!” © Maria Ros Jernberg, 2011
  52. 52. THE SWEDISH HERO Tack = Thank You Extremely popular – huge buzz Won awards – even more buzz Viral effect – send to a friend You chose the photo http://en.tackfilm2.se/ © Maria Ros Jernberg, 2011
  53. 53. Momsrising.org http://news.cnnbcvideo.com/?nid=s5lRo6g 5.GgDYQ6BoxEqSzE1NDIzNTY1&referre d_by=18249781-ttwRjtx © Maria Ros Jernberg, 2011
  54. 54. UNA Sweden - http://unselfishstatus.fn.se/ © Maria Ros Jernberg, 2011
  55. 55. © Maria Ros Jernberg, 2011
  56. 56. © Maria Ros Jernberg, 2011
  57. 57. © Maria Ros Jernberg, 2011
  58. 58. THAT LITTLE EXTRA… Small things: ◦ A text message on their birthday ◦ ”Wish you were here…” ◦ Press releases – before the media ◦ ”I saw this in the newspaper and I thought it might interest you…” ◦ Invite them to share their passion © Maria Ros Jernberg, 2011
  59. 59. © Maria Ros Jernberg, 2011
  60. 60. © Maria Ros Jernberg, 2011
  61. 61. Youdon’t You doask people great thingsto become and peopleyour brand will becomechampions brand champions © Maria Ros Jernberg, 2011
  62. 62. The Ripple Effect© Maria Ros Jernberg, 2011
  63. 63. The actions that make people greatfriendsARE THE SAMEthat cause people to advocate for brands.Source: 22squared © Maria Ros Jernberg, 2011
  64. 64. WHY CHAMPIONS ARE A GOOD THING Recruiting new donors the traditional way is expensive Traditional brand building campaigns are expensive Word of Mouth is strong. Oh so strong! ◦ 94% trust Word of Mouth (Forrester) ◦ 67% of US economy impacted by Word of Mouth (Mc Kinsey & Co) ◦ More than 1/3 of European consumers influenced by another consumer’s recommendation © Maria Ros Jernberg, 2011
  65. 65. Message on my log: Charlotte has bought you a pink ribbon© Maria Ros Jernberg, 2011
  66. 66. Click the link, and you’ll access your new profile photo”I support the PinkRibbon campaign 2010 Give the Pink Ribbon to your friends © Maria Ros Jernberg, 2011
  67. 67. Who do you want to give the Pink Ribbon to?One Pink Ribbon cost €1 – or buy 10 ribbons for €5? © Maria Ros Jernberg, 2011
  68. 68. Pay via SMS. Sendthis code to… andyou’ll donate €5. © Maria Ros Jernberg, 2011
  69. 69. Room for a personalised greetingPublish the gift on your friend’s logs on Facebook © Maria Ros Jernberg, 2011
  70. 70. Showing commitmentI’ve added a Webstamp worth $0.3 to this email in support ofChildhood. Click here to see how you can help. Cheers, Jonas © Maria Ros Jernberg, 2011
  71. 71. BUILDING LOYALTY – KEYFACTORS Embrace and allow participation Passion A great donor experience ◦ everything counts Donor focus/donor perspective The YOU word Making them feel like heroes Offer that little extra Give donors a voice Develop tools © Maria Ros Jernberg, 2011
  72. 72. Thank you and good luck! Please stay in touch! mrosjernberg@ hotmail.com Or find me onTrue loyalty! Facebook or LinkedIn © Maria Ros Jernberg, 2011
  73. 73. Brands perceived to act on theircustomer’s behalf have 44% moreadvocates. © Maria Ros Jernberg, 2011

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