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Do you care about your donors... and do your donors care

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Presentation on donor care at IoF Scotland Conference, 23 October 2012

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Do you care about your donors... and do your donors care

  1. 1. #IoFScotland 23 Oct 2012Do you care about your donors... ...and do your donors care? Damian O’Broin Ask Direct
  2. 2. askdirect.ietwitter: @damianobroinslideshare.net/damianobpinboard.in/u:damianob damian@askdirect.ie
  3. 3. Women’sBLACK AND WHITE Aid ‘Working to End Violence Against Women’
  4. 4. Let’s start with a story...
  5. 5. The Birthday Party
  6. 6. Do your donors care? (about donor care)
  7. 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. 8. “Few people would be surprised tolearn that, as a rule, we most prefer tosay yes to the requests of someone we know and like.” - Robert Cialdini
  9. 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. 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. 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. 12. What we mean by donor care... The set of actions you take to enhancedonor satisfaction and therefore improve donor loyalty and retention.The ability of a charity to constantly and consistently exceed the donor’s expectations.
  13. 13. Building Donor Loyalty– Adrian Sargeant & Elaine Jay
  14. 14. CPA Initial Sale LTV Starbucks $1,400 $4.25 $14,099Amazon Kindle $240 $69 2 x first year Insurance premium F2F €175 €15/month ? Direct Mail €120 €70 or €10/month ? http://www.theagitator.net/dont-miss-these-posts/acquisition-its-costs-and-roi-part-1/
  15. 15. “The only things that can’t be replicated are the relationships you have with your customers” – Larry HochmanPrice Product Place
  16. 16. Commercial marketing... Fundraising... ?
  17. 17. Your Thank You is the only tangiblereminder the donor has of you.
  18. 18. “Any fundraiser who doesnt thank donors properly is an idiot as well as rude” - Jo Habib
  19. 19. So, do you care about your donors?
  20. 20. A massive international mystery shop
  21. 21. Three types of donation Email, telephone & home address provided In mem General cash Online (one-off)
  22. 22. 15 charities in each country March to October 2011
  23. 23. 270
  24. 24. How quickly did charities respond?
  25. 25. Average speed of response**First postal communication since donation
  26. 26. Average speed of response**First postal communication since donation
  27. 27. 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
  28. 28. Irish Email Response 0% 25% 50% 75% 100%Prompt & Personal Email Thank You Auto Email ConfirmationNo Email Thank You
  29. 29. Who sends your emails?
  30. 30. Why direct mail won’t die
  31. 31. % who sent postal thank you Canada 42 days CanadaNew Zealand 13 days New Zealand Ireland Ireland 25 days 10% 33% 55% 78% 100%
  32. 32. % who sent postal thank you
  33. 33. Do In Memory donors get a fitting reply?
  34. 34. Do In Memory donors get a fitting reply?
  35. 35. Breaking it down – in the UK Gift-specific Mention Mention Offer Offer to tell In Mem focus Hand signed Hand written Offer tribute thank you cousin flowers support family   Amnesty         Greenpeace          Macmillan          CRUK          GOSH          NSPCC          Red X          RNLI          SA          STC          UNICEF         World Vision          BHF          RNIB          Oxfam         
  36. 36. Breaking it down – in Ireland Gift- Offer In Mem Hand Hand Mention Mention Offer Offer to tell specific Offer tribute Condolence focus signed written cousin flowers support family thank you s   Amnesty           Barnardos          Barretstown           Bóthar           CMRF           Concern          Focus Ireland          Irish Cancer Soc           Irish Heart Fnd           Irish Red Cross           MS Ireland           Oxfam           Trócaire           Unicef          World Vision          
  37. 37. Quality of Response Amnesty" Amnesty" Interna3onal"Ireland" 6" World"Vision" 6" Barnardos" Oxfam" Greenpeace" 5" 5" Unicef" Barretstown" RNIB" 4" Macmillan" 4" 3" 3" Trócaire" 2" Bóthar" BHF" 2" CRUK" 1" 1" 0" 0" Oxfam" CMRF" World"Vision" GOSH"MS"Society" Concern" Unicef" NSPCC" Irish"Red"Cross" Focus"Ireland" Save"the"Children" Red"Cross" Irish"Heart" Irish"Cancer"Society" SalvaFon"Army" RNLI" Founda3on" Ireland UK England
  38. 38. We thought we’d see what Scottish charities were like...
  39. 39. Speed of response Sense"Scotland" ScoQsh"SPCA" SCIAF" SAMH" Quarriers" PPWH" NaHonal"Trust"for"Scotland" MND"Scotland" Marys"Meals" Maggies" Erskine" Children"1st"Chest,"Heart"&"Stroke"Scotland" CHAS" Alzheimer"Scotland" 0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10" Average: 5.5 days
  40. 40. Quality of Response Alzheimer"Scotland" Sense"Scotland" 6" CHAS" 5" Chest,"Heart"&"Stroke" ScoNsh"SPCA" 4" Scotland" 3" SCIAF" 2" Children"1st" 1" 0" SAMH" Erskine" Quarriers" Maggies" PPWH" Marys"Meals" NaEonal"Trust"for"Scotland" MND"Scotland" Amnesty" Amnesty" Interna3onal"Ireland" 6" World"Vision" 6" Barnardos" Oxfam" Greenpeace" 5" 5" Unicef" Barretstown" RNIB" 4" Macmillan" 4" 3" 3" Trócaire" 2" Bóthar" BHF" 2" CRUK" 1" 1" 0" 0" Oxfam" CMRF" World"Vision" GOSH"MS"Society" Concern" Unicef" NSPCC" Irish"Red"Cross" Focus"Ireland" Save"the"Children" Red"Cross" Irish"Heart" Irish"Cancer"Society" SalvaFon"Army" RNLI" Founda3on" Ireland England
  41. 41. Breaking it down – in Scotland Gift- Offer In Mem Hand Hand Mention Mention Offer Offer to tell specific Offer tribute Condolence focus signed written cousin flowers support family thank you s   Alzheimer Scot           CHAS          CHS Scotland          Children 1st           Erskine – – – – – – – – – – Maggie’s          Mary’s Meals           MND Scotland           Nat Trust Scot           PPWH           Quarriers           SAMH           SCIAF – – – – – – – – – – Scottish SPCA           Sense Scotland          
  42. 42. How to Care for your donors... ...with GRACE
  43. 43. GratitudeRecognitionAccountabilityControlExecution
  44. 44. Gratitude
  45. 45.   “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.”
  46. 46. s Angel anny’ s Little Gr! ! ! ! ! ! ! ! ! ! or nny, k you f to than ! D ear Gra I, I wish m ily and f socks. f my fa ro nb ehalf o s gift of a pai O u rthday your genero from bi fts from derived gi e gen erosity ts, and other of my y on th tmas presen count for 85% We rel , Chris ich ac pr esents ti ons wh nd rela fr iends a eeds. getting a cloth ing n to wards orking atest child w he single gre y grand t I am the onl rsity which is ure career. t unive g a fut work place a f guaranteein g in my means o ouragin v ery enc place ness is ity r tho ughtful rized univers You that p in s ecuring cerely, Yo urs sin Jack.
  47. 47. Recognition
  48. 48. The Fla ttery Bath
  49. 49. “You” or “Your” is repeated 14 times on Page 1 (and donor’s name appears four times)
  50. 50. Accountability
  51. 51. “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”
  52. 52. Control
  53. 53. Sight 70%Safe Birth 20%Mobility 6%Education 4%2/3 donorsdidn’t choose a gift
  54. 54. Execution
  55. 55. Time for another story...
  56. 56. The Wedding Guest
  57. 57. The Importance of Speed
  58. 58. First time donors who receive a personal thank you within 48 hours are Four times more likely to give again – McConkey Johnston International UK
  59. 59. Why can’t you thank your donorsin less than 48 hours?
  60. 60. One more ‘E’...Excellence
  61. 61. “Enlightened Hospitality”The emotional skill of making customers feel that you’re on their side
  62. 62. “...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
  63. 63. Welcome to NordstromWe’re glad to have you with our Company. Our number one goal is toprovide outstanding customer service. Set both your personal andprofessional goals high. We have great confidence in your ability toachieve them.Nordstrom Rules:Rule #1: Use best judgment in all situations. There will be no additionalrules.Please feel free to ask your department manager, store manager, ordivision 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”
  64. 64. THANK YOUdamian@askdirect.ie @damianobroin

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