Are you only raising five to fifteen percent of what you could because of weak donor communications? That’s what nationally-recognized author and our special guest for this webinar, Tom Ahern, claims.
“Loverizing” is a phrase Tom uses to describe how nonprofits can make any appeal irresistibly “donor-centered.” It’s the key to raising lots more money and retaining donors longer.
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33. Appeals, thanks, & newsletters work together.
You ask. You thank. You report.
You ask. You thank. You report.
You ask. You thank. You report.
33
The virtuous circle...
34. Appeals, thanks, & newsletters work together.
You ask. You thank. You report.
You ask. You thank. You report.
You ask. You thank. You report.
34
The virtuous circle...
The part the charity
cares about
The part the donor
cares about
48. “Humans are driven by a will to
establish meaning in their lives.
They need purpose.”
That’s your real job, in donor communications:
to bestow purpose in exchange for support.
48
Source: Neurologist and psychiatrist Viktor Frankl, via the For Impact blog
56. ABOUT US
ABOUT US
ABOUT US
ABOUT US
ABOUT USABOUT US
ABOUT US ABOUT US
ABOUT US
ABOUT US
ABOUT US
ABOUT US
ABOUT US ABOUT US ABOUT US
57. ABOUT US
ABOUT US
ABOUT US
ABOUT US
ABOUT USABOUT US
ABOUT US ABOUT US
ABOUT US
ABOUT US
ABOUT US
ABOUT US
ABOUT US ABOUT US ABOUT US
ABOUT
THE
DONOR
58. A lot of charities could
be mistaken for
egotistical maniacs.
60. Hello, I'm Ken Hackett, president of Catholic
Relief Services. Welcome to our 2009 interactive
annual report.
The generosity of you, our donors, is one of
Catholic Relief Services greatest blessings. Your
support gives us the resources we need to bring
innovative solutions to tough humanitarian
problems. Your compassion transforms lives.
61. 61
You’re in my home:
“Why are you here?”
Bad guest or good?
62. To make ME
feel good!!!
62
Important!
Wanted!
Needed!
Proud of myself!
Happy!
Pleased!
Entertained!Surprised!
65. DONORS MAY BE IGNORANT, but what they
DO have in abundance are their own
personal values, interests, beliefs,
connections, experiences, upbringing, lost
loves, secret passions, regrets, fears,
angers, hopes, and built-in empathy
[except for psychopaths]...
66. “We support a charity or a
soccer team or a perfume
because it gives us a chance to
love something about
ourselves.”
66
Source: Seth Godin
77. From you....
They want to feel good.
They want to feel loved.
They want to feel smart.
They want to feel needed.
They want to feel important.
They want to belong.
They want to see their values in
action.
They want to win!