7. “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
8. “Few people would be surprised to
learn that, as a rule, we most prefer to
say yes to the requests of someone we
know and like.”
- Robert Cialdini
9. % Change in perveived value of brand attributes 2005-09
Young & Rubicam’s BrandAsset Valuator, quoted in
Gerzema & D’Antonio - The Power of the Post-Recession Consumer
10. % 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
11. “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
12. What we mean by donor care...
The set of actions you take to enhance
donor satisfaction and therefore improve
donor loyalty and retention.
The ability of a charity to constantly and
consistently exceed the donor’s
expectations.
26. Average speed of response*
*First postal communication since donation
27. Average speed of response*
*First postal communication since donation
28. Thank you for the online donations
• Only two UK charities sent a proper email welcome:
Amnesty & UNICEF
• The rest – just a generic same-day thank you
29. Irish Email Response
0% 25% 50% 75% 100%
Prompt & Personal Email Thank You Auto Email Confirmation
No Email Thank You
55.
“When people ask me what
difference a donation can make, I
reply that donations to Starship
transform lives. Parents have told
me with tears in their eyes what it
means to know their child is
receiving the best possible care at
Starship.
And behind every one of these
children there are compassionate
people like you dedicated to
helping.
Your donation will help Starship
support children and their families
at their moment of greatest need. It
is at these moments, when a child’s
life can hang in the balance, that
your donation becomes truly
transformational.”
56.
57.
58. s
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69. “I am humbled that you took the time
“It means so much to hear how he has to write, at length, to me and I am
turned his life around” absolutely thrilled to hear all about the
improvement in Joe’s circumstances.
The token I sent was so small - I only
wish it could have been a much larger
amount”
92. “...sends personal handwritten letters to new
customers, welcoming them to the
company...”
All full-time staff - not just customer service
reps - are provided with customer-service
training
93. Welcome to Nordstrom
We’re glad to have you with our Company. Our number one goal is to
provide outstanding customer service. Set both your personal and
professional goals high. We have great confidence in your ability to
achieve them.
Nordstrom Rules:
Rule #1: Use best judgment in all situations. There will be no additional
rules.
Please feel free to ask your department manager, store manager, or
division general manager any question at any time.
“We can hire nice people and teach them how
to sell. But we can’t hire salespeople and teach
them how to be nice”
Note / to say: the average speed of response to the online donation is less interesting to chart, because every charity will generate an automated reply same-day. Or almost all. What might be interesting (but I’ve not tallied this yet) is which of these were from the charity vs. bank... Then within these, which were welcome-personal as opposed to logistical-thank you... Then which charities followed these up with a more in-depth welcome. \n
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In the UK, 14 out of 15 charities sent a thank you that made direct reference to the nature of the gift. \nIn Australia, six charities posted out a generic thank you, that was the same or near identical to that of the generic mail donation received.\nIn the USA, whereas only six charities sent proper in mem thank yous, if you didn't get one of those, you didn't get a gift-specific thank you at all! Interestingly, a couple of them for sure received the gift, because they then dropped us into the appeal cycle. \n