© 2014 tom ahern | donor communications 202 making real $$$ tom ahern | berkshire taconic cf |...
TRANSCRIPT
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© 2014 Tom Ahern | www.AHERNCOMM.com 1
Donor Communications 202
Making Real $$$
Tom Ahern | Berkshire Taconic CF | Sept 2014
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Direct Mail | © 2010 Tom Ahern | www.aherncomm.com 2
The following letter was written by a volunteer with zero
experience. It raised $55,926 for a small-town library.
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3Direct Mail | © 2010 Tom Ahern | www.aherncomm.com
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Tom Ahern | © 2013 4
Why us?What are we doing that’s so uniquely wonderful that the
world should want more of it and support our new plans?
1
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5© 2011 Tom Ahern | www.aherncomm.com
Why us?
Why us?
Why us?
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6© 2011 Tom Ahern | www.aherncomm.com
Why us?
Why us?
Why us?
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Tom Ahern | © 2013 7
Why now?What’s the big hurry?
What changed? Why is this URGENT?2
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8© 2011 Tom Ahern | www.aherncomm.com
Why now?
Why now?
Why now?
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9© 2011 Tom Ahern | www.aherncomm.com
Why now?
Why now?
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Tom Ahern | © 2013 10
Why you, the donor, might care?3
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11© 2011 Tom Ahern | www.aherncomm.com
Why donor cares? “I’m needed.”
Why donor cares? “I’m needed.”
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12© 2011 Tom Ahern | www.aherncomm.com
Why donor cares? “I’m needed.”
Why donor cares? “I’m needed.”
Why donor cares? “It’s mine.”
Why donor cares? “I can honor someone.” Greed.
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“We support a charity or a soccer team or a perfume because it gives us a chance to love something about ourselves.”
13© 2014 Tom Ahern | www.AHERNCOMM.com
Source: Seth Godin
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“We support a charity or a soccer team or a perfume because it gives us a chance to love something about ourselves.”
14© 2014 Tom Ahern | www.AHERNCOMM.com
Source: Seth Godin
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The world as we know it
Over the past decade the number of US nonprofits has shot up by 47% to a whopping 1,056,000 organizations. Yet private giving as a percentage of the US national income dropped by 11.7% in the same period. Clearly, too many organizations chasing too little money.
© 2014 Tom Ahern | www.AHERNCOMM.com 15
Source: January 2013, The Agitator
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Appeals, thanks, & newsletters work together.
You ask. You thank. You report.You ask. You thank. You report.You ask. You thank. You report.
16
The virtuous circle...
© 2014 Tom Ahern | www.AHERNCOMM.com
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Appeals, thanks, & newsletters work together.
You ask. You thank. You report.You ask. You thank. You report.You ask. You thank. You report.
17
The virtuous circle...
© 2014 Tom Ahern | www.AHERNCOMM.com
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© 2014 Tom Ahern | www.AHERNCOMM.com 18
A.k.a.,
LOVERIZING: Wooing, Winning and Keeping Individual Donors
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“Loverizing” equals “donor centricity.”“Indiscriminate donor hugging” is
another synonym.
1993 2003 2004
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20© 2014 Tom Ahern | www.AHERNCOMM.com
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© 2014 Tom Ahern | www.AHERNCOMM.com 22
The “F” pattern
? Really?
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The story’s about the donor...every time someone donates to a good cause, they're buying a story, a story that's worth more than the amount they donated.
It might be the story of doing the right thing, or fitting in, or pleasing a friend or honoring a memory, but the story has value.
For many, it's the story of what it means to be part of a community.
Source: Seth Godin
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Pixar PitchOnce upon a time ________________.Every day, _______________________.One day ______________________.Because of that, ________________.Until finally_____________________.
24
Source: Daniel Pink, To Sell Is Human, via Joanne Fritz
© 2014 Tom Ahern | www.AHERNCOMM.com
A donor showed up. Someone JUST like you!
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visionenemyhero
servedSource: Stephen Pidgeon and Tangible
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© 2014 Tom Ahern | www.AHERNCOMM.com 26
Yes, I donate....
Jane | Age 89 | Widowed
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Every 15 minutes someone in the UK begins to lose their sight. Today, with your help, we can give them the practical support needed to rebuild their shattered lives.
© 2014 Tom Ahern | www.AHERNCOMM.com 27
Source: Stephen Pidgeon and Tangible
Vision
Hero
Enemy
Served
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hero defeats enemy
29© 2014 Tom Ahern | www.AHERNCOMM.com
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donors make sad happy
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© 2014 Tom Ahern | www.AHERNCOMM.com 33
So, why?
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34© 2014 Tom Ahern | www.AHERNCOMM.com
70+% of first-time donors in the U.S. do NOT make a second gift.
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A 10% improvement in your donor retention improves your revenue 50% immediately.
And that’s just the beginning....
35© 2014 Tom Ahern | www.AHERNCOMM.com
Source: Adrian Sargeant, 2010
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“A three-minute thank-you call will boost 1st year retention by 30%.”
© 2014 Tom Ahern | www.AHERNCOMM.com 36
Source: The Agitator, 2013
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First-time donors who receive a personal thank you within 48 hours are 4 times more likely to give again.
Source: Damian O’Broin via Bluefrog presentation at IFC
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Calculating donor retention
Step 1: Count the total number of donors who gave in your most recent calendar or fiscal year.
Step 2: Divide the number of donors who made a donation in year 2 by the total in Step 1.
Step 3: Multiply the result from Step 2 by 100 to obtain your retention rate as a percentage.
38© 2014 Tom Ahern | www.AHERNCOMM.com
Source: Roger Craver, 2014
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Communications are a mirror held up to donors. They see themselves in
what you say.
© 2014 Tom Ahern | www.AHERNCOMM.com 39
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Welcome tothe family
40TOM AHERN © 2014
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St. Jude’s welcome package
• #10 envelope: THANKS! Your St. Jude welcome materials are enclosed.
• Personalized, one-sided letter (for $10 gift) gushes, “I’ve just received the marvelous news – you’re the newest member of the St. Jude family.” Marlo Thomas
• P.S.: “I know there are many worthy charities that ask for your help. Please know how honored we are that you’ve chosen to support the work of St. Jude.”
• Inserts: thank you from patient, thank you from parent, small notepad, reply slip with a gentle ask for “extra gift”
41© Tom Ahern | © 2013
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© 2014 Tom Ahern | www.AHERNCOMM.com 42
LOVERIZING
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TOM AHERN © 2014 43
“Does my stuff passthe ‘you test’?”
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© 2014 Tom Ahern | www.AHERNCOMM.com 44
Step One in Your Recovery
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If you haven't yet made Sharp one of your charities, I am writing to sincerely ask that you ...
.... Please consider making your first gift today!
Since my treatment, I've learned just how important donors are to Sharp.
Year after year, donors have helped Sharp build new facilities, buy new equipment, fund scholarships, research, community outreach ... and more.
When you hear the worst diagnosis in your life, you quickly appreciate why all those years of donor support matter.
"Diane, your tonsils are full of cancer," I heard the doctor say. And that wasn't all of it. I had cancer in my jaw and the roof of my mouth as well.
I'd already lost a year because an earlier doctor, not at Sharp, had misdiagnosed my sore-throat symptoms and sent me home with a remedy from the drug store.
At Sharp, I was rushed into surgery immediately.
As you might imagine, it could have been a very, very bad scene for me.
45© Tom Ahern | © 2013
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TOM AHERN © 2014 46
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The word “you” is a
profoundemotional trigger.
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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.
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Donors:Why they’re justnot that into you
49TOM AHERN © 2014
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50TOM AHERN © 2014
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ABOUT US
ABOUT US
ABOUT US
ABOUT US
ABOUT USABOUT US
ABOUT US ABOUT US
ABOUT US
ABOUT USABOUT US
ABOUT US
ABOUT US ABOUT US ABOUT US
51TOM AHERN © 2014
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ABOUT US
ABOUT US
ABOUT US
ABOUT US
ABOUT USABOUT US
ABOUT US ABOUT US
ABOUT US
ABOUT USABOUT US
ABOUT US
ABOUT US ABOUT US ABOUT US
ABOUT THE DONOR
52TOM AHERN © 2014
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A lot of charities could be mistaken for
egomaniacs.
53TOM AHERN © 2014
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Corporate communications are about how great the organization is. Favorite pronoun:
we54TOM AHERN © 2014
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55TOM AHERN © 2014
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Donor communications are about how great the donor is. Favorite pronoun:
you56TOM AHERN © 2014
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Thanks to youand other generous donors like you,
we were able to turn...
57TOM AHERN © 2014
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Your donors will never tire of hearing how useful they are.
TOM AHERN © 2014 58
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© 2014 Tom Ahern | www.AHERNCOMM.com 59
LOVERIZING
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Sore throat? My tonsils had filled with cancer.
But thanks in part to donors like you,Sharp cancer care had the cure.
© 2014 Tom Ahern | www.AHERNCOMM.com 60
Dear Tom,
My name's Diane York.
I'm a mother, a wife, a career fashion designer ... and, thanks to the magnificent care I received at Sharp, I am also now a cancer survivor.
If you are, or have been, a donor to Sharp, I want to take this special opportunity to thank you personally for your contribution to my recovery.
ETC....
Donor love
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Tom Ahern | © 2014 61
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© 2014 Tom Ahern | www.AHERNCOMM.com 62
Giving increased75% over previous
letter
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Actually...
You ask (and flatter).You thank (and flatter).You report (and flatter).
You cannot flatter too much.
64TOM AHERN © 2014
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65
Source: Neuromarketing blog
“Even when people perceive that flattery is insincere, that flattery can still leave a lasting and positive impression of the flatterer.”
TOM AHERN © 2014
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66TOM AHERN © 2014
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67
Curiosity builder Exclusivity trigger
Flattery trigger
© 2013 Tom Ahern
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TOM AHERN © 2014 68
Dear Jane Doe,
Welcome ... I hope.
I’m writing today to request the pleasure of your acquaintance.
There’s a place reserved for you on The Rhode Island Foundation’s mailing list ... but only if you agree and check, “Yes, I’m interested” on the enclosed reply card.
You’ll be in good company, that I can promise.
[etc.]
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© 2014 Tom Ahern | www.AHERNCOMM.com 69
Do they even know you’re a charity?
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© 2014 Tom Ahern | www.AHERNCOMM.com 70
Or do they assume someone else’s
money does the job?
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72
Anatomy of a failed front page...
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Tom Ahern | © 2014 73
...and a good time was had by all 34...
How many kids depicted?
One. Teensy.
How many donors excluded?
17,966 out of 18,000
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Your newsletter is not the society pages.
Stay on mission.
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75
“Donor, who art thou?”
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“A young donor is 60.” Jeff Brooks
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© 2014 Tom Ahern | www.AHERNCOMM.com 77
Yes, I donate....
Jane | Age 89 | Widowed
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Average donor age at Sharp?
© 2014 Tom Ahern | www.AHERNCOMM.com 78
7575
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Donors by age (percentage)
79
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For eyes over 60...
AIGA recommends 14 pt. for body copy.
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Boomers (those born between 1946 and 1964) began to outnumber their elders in the donor-aged population starting in 2010. This monster demographic group is going to be the backbone of charitable giving from now until the mid-2030s.
81
Source: Jeff Brooks, Future Fundraising Now, 2011
Thought for today...
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Donor Newsltr-Kivi-1 | © 2014 Tom Ahern | www.AHERNCOMM.com 82
Baby boomers aren't digital natives. They grew up with paper. Print will always be a big and romantic part of their lives. Boomers are expected to dominate donations until 2035
reporting on Jeff Brooks’ data
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Why Merchant’s Quay went from 3 printed issues a year to 4. Donor newsletter response rates:
2011, response rates of 6.35%, 6.59% and 8.00%.2012, response rates of 7.40%, 7.33%, and 12.08%.2013, response rates of 9.90%, 12.38%, and 12.73%.
For the record, this hasn't killed their donor retention rate. Au contraire. It now stands at 60%, double that of most U.S. nonprofits. (And no, their file is not dying. We do acquisition rollouts 2-3 times per year. The database has grown 5X in as many years. Five times.)
© 2014 Tom Ahern | www.AHERNCOMM.com 83
Source: Denisa Casement & Lisa Sargent, 2014
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Why Merchant’s Quay went from 3 printed issues a year to 4. Donor newsletter response rates:
2011, response rates of 6.35%, 6.59% and 8.00%.2012, response rates of 7.40%, 7.33%, and 12.08%.2013, response rates of 9.90%, 12.38%, and 12.73%.
For the record, this hasn't killed their donor retention rate. Au contraire. It now stands at 60%, double that of most U.S. nonprofits. (And no, their file is not dying. We do acquisition rollouts 2-3 times per year. The database has grown 5X in as many years. Five times.)
© 2014 Tom Ahern | www.AHERNCOMM.com 84
Source: Denisa Casement & Lisa Sargent, 2014
https://www.mqi.ie/newshttps://www.mqi.ie/newshttps://www.mqi.ie/news
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86© 2014 Tom Ahern | www.AHERNCOMM.com
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87© 2014 Tom Ahern | www.AHERNCOMM.com
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Paper or electrons?
!Both!Print is for money. Both are for love.
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You need a “Poster Anecdote”~~~
Or 3. It’s a “micro-case” that’s easy to remember and repeat. Board members
will love you for it.
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90
When she entered our 3rd grade, she couldn’t spell “cat.”
At the end of the year, she could spell “Tchaikovsky.”
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© 2014 Tom Ahern | www.AHERNCOMM.com 91
Whatis YOUR “poster anecdote?
5 MIN
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© 2014 Tom Ahern | www.AHERNCOMM.com 92
Whatis YOUR “poster anecdote?
5 MIN
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Break!Break!93
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Who’s got a good one?
94
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© Tom Ahern | © 2013 95
“Did I get them into a fight?”
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96
“Giving is not about a calculation of what you are buying,” Yale
economics professor, Dean Karlan, proved. “It is about
participating in a fight.”
The New York Times | March 9, 2008
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97© 2010-13 Tom AHERN | www.AHERNCOMM.com
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“We need to educate our donors.”
NO, YOU DON’T!
98TOM AHERN © 2014
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TOM AHERN © 2014 99
“Donors are staggeringly ignorant of the causes
they support.”
-- Richard Radcliffe, dean of UK donor researchers
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100
Direct mail secret to success.......
You’re trying for “mental nods.”
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A. Lee Edgar, M.D.
101© 2014 Tom Ahern | www.AHERNCOMM.com
If you believe inHospice as much as Ido, open immediately....
Authority figure
Mental nod
What should I do next?
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102© 2014 Tom Ahern |
www.AHERNCOMM.com
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TOM AHERN © 2014 103
What they do have, though, are:
feelings
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WILL
FIGHTTO TURN SAD INTO
HAPPY
TOM AHERN © 2014 104
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TOM AHERN © 2014 105
What they do have, though, are:
values
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WILL
FIGHTFOR TRUTH
TOM AHERN © 2014 106
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TOM AHERN © 2014 107
What they do have, though, are:
interests
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WILL
FIGHTFOR BIRDS
TOM AHERN © 2014 108
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TOM AHERN © 2014 109
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TOM AHERN © 2014 110
What they do have, though, are:
connections
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WILL
FIGHTFOR KAREN’S FRIEND
IN SIERRA LEONE
TOM AHERN © 2014 111
“Tom, this is Nellie!”
“Tom, this is Nellie!”
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TOM AHERN © 2014 112
What they do have, though, are:
debts to repay
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FY13: “Donors support UChicago priorities with historic $459 million fundraising year” including a $300 million gift from Trustee David Booth
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Why getting donor centricity right doesn’t matter for a donor like David Booth....
“By using the efficient markets hypothesis developed at the University of Chicago business school, we have been able to document clearly that you don’t have to try to outguess the market in order to have a good investment experience,” Booth said.“It would be hard to find anyone who benefited more from a University of Chicago education and from the faculty at Chicago than I have,” said Booth, who has been a member of the Council on the Graduate School of Business since 1999 and a member of the University Board of Trustees since 2002.
TOM AHERN © 2014 114
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TOM AHERN © 2014 115
What they do have, though, are:
instincts
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Look up “cuteness” on Wikipedia.
116TOM AHERN © 2014
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WILL
FIGHTFOR ANY KID
TOM AHERN © 2014 117
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© 2014 Tom Ahern | www.AHERNCOMM.com 119
What’sYOUR fight...“IF you care about...”
2 MIN
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What’sYOUR fight...
2 MIN
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© 2014 Tom Ahern | www.AHERNCOMM.com 121
Why they stay
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In fundraising,
the donor is the “customer.”
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Your job is to make that customer happy.
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Why bother?
© 2014 Tom Ahern | www.AHERNCOMM.com 124
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UNhappy customers give ELSEwhere.
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Loyalty factor #1
Good customer service
Do you anticipate questions, for instance? Do you acknowledge
gifts promptly?
126© 2014 Tom Ahern | www.AHERNCOMM.com
Source: Dr. Adrian Sargeant
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“Did they getmy gift?”
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© 2014 Tom Ahern | www.AHERNCOMM.com 128
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“What’s this?”
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Your thanks and your newsletters are the hug!
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131© 2014 Tom Ahern | www.AHERNCOMM.com
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Anticipating questions and answering them is
a big service issue
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TOM AHERN © 2014 133
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“Do they even know my name?”
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What’s wrong with this picture?
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“Tom”not
“Thomas”© 2014 Tom Ahern | www.AHERNCOMM.com 136
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© 2014 Tom Ahern | www.AHERNCOMM.com 137
Consequences of “Tom” not “Thomas”
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“Are they grateful?”
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• 25,000 of highest donors received a simple EXTRA thank you at the beginning of the year, for their past generosity; no reply device included
• 25,000 did not
139
Source: from Angel Aloma, Food for the Poor, reported by The Agitator, May 2012
Both groups gave the same number of gifts during the year. But the group that received the simple thank you note was more generous: they gave almost $450,000 more that year.
What’s an extra “thanks” worth?
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© 2014 Tom Ahern | www.AHERNCOMM.com 140
Thank You! You’re our hero. You’ve changed the lives of our students, their grandmothers, and the communities we serve by investing in The Nyaka AIDS Orphans Project – thank you! Your contribution is moving the mountains of poverty and paving the way toward success for the most vulnerable children living in your lifetime. Thank you for supporting...
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They share your beliefs
141
Loyalty factor #2
© 2014 Tom Ahern | www.AHERNCOMM.com
Source: Dr. Adrian Sargeant
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© 2014 Tom Ahern | www.AHERNCOMM.com 142
Source: photo by Paul Lamb
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They’re aware of consequences
Believing“Someone might be hurt if I don’t
give.”Believing
“Someone will be helped if I do give.”143
Loyalty factor #3
© 2014 Tom Ahern | www.AHERNCOMM.com
Source: Dr. Adrian Sargeant
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© 2014 Tom Ahern | www.AHERNCOMM.com 144
Source: Jeff Brooks, June 2013
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You’ve established a personal link
You give the donor credit. You speak directly – and frequently –
to the donor.
147
Loyalty factor #4
© 2014 Tom Ahern | www.AHERNCOMM.com
Source: Dr. Adrian Sargeant
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© 2014 Tom Ahern | www.AHERNCOMM.com 148
LOVERIZING
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Angel Aloma, ED of Food for the Poor, a $1 billion dollar charity, to Tom Ahern:
"I want to reiterate that much of what we are doing now in regards to donor centricity was inspired by your wonderful presentation.... I am convinced that the reason why we have grown in the last years of tough economic conditions in the country is because of that wonderful switch that you inspired [in our communications]."
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Loyalty factor #5
They’re learning
Are you taking them on a journey?
150© 2014 Tom Ahern | www.AHERNCOMM.com
Source: Dr. Adrian Sargeant
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152© 2014 Tom Ahern |
www.AHERNCOMM.com
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153
Journey to another country
Journey to street level, to witness the animal’s plight
TOM AHERN © 2014
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© Tom Ahern | © 1246-2014 154
Source: Jeff Brooks, June 2013
Take me to a world I don’t
know!
Take me to a world I don’t
know!
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TOM AHERN © 2014 155
For every $1 spent on this donor newsletter, $7 comes back in gifts.
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156TOM AHERN © 2014
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157TOM AHERN © 2014
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Loyalty factor #6
Multiple engagements
158© 2014 Tom Ahern | www.AHERNCOMM.com
Source: Dr. Adrian Sargeant
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© 2014 Tom Ahern | www.AHERNCOMM.com 159
Source: Jeff Brooks, June 2013
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© 2014 Tom Ahern | www.AHERNCOMM.com 160
Offer
“I’ve helped bring in almost $16 million in
new funds since 2010.”
“I’ve helped bring in almost $16 million in
new funds since 2010.”
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161© Tom Ahern | © 1246-2014
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© Tom Ahern | © 1246-2014 162
Successful campaign in the New Yorker and the New York Times.
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164
OfferOffer
OfferOffer© 2014 Tom Ahern | www.AHERNCOMM.com
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© 2014 Tom Ahern | www.AHERNCOMM.com 165
Offer
Offer
Offer
Offer
Offer
Tabs are offers
Offer
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They trust you
Oddly, if you’re seen as smart in one area, people assume you’re
smart in all.
166
Loyalty factor #7
© 2014 Tom Ahern | www.AHERNCOMM.com
Source: Dr. Adrian Sargeant
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Get the other 6 right and this one takes
care of itself.
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“Fundraising is NOT about
money.”© 2014 Tom Ahern | www.AHERNCOMM.com 168
Source: Alan Clayton
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The gift of joy:
You make the stories in this newsletter possible!
169TOM AHERN © 2014
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The gift of joy:
You make the stories in this newsletter possible!
170TOM AHERN © 2014
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171© 2014 Tom Ahern | www.AHERNCOMM.com
At least once per page in the BIG TYPE, love thy donor loud and clear
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172© 2014 Tom Ahern | www.AHERNCOMM.com
At least once per page in the BIG TYPE, love thy donor loud and clear
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From you....They want to belong.They want to see their values in
action.They want to win!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 feel something.
173Tom Ahern | © 2014
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How much are these GUIDELINES
actually worth$$$$?
174© 2014 Tom Ahern | www.AHERNCOMM.com
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175© 2014 Tom Ahern | www.AHERNCOMM.com
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How great the ORGANIZATION is = $4,470 in gifts
176© 2014 Tom Ahern | www.AHERNCOMM.com
CORPORATE communications
DONOR communications
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How great the ORGANIZATION is = $4,470 in gifts
177© 2014 Tom Ahern | www.AHERNCOMM.com
How great the DONOR is = $49,600 in gifts
1,000%
IMPROVEMENT!!!
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178
Myfreehow-toe-newsletter…www.aherncomm.com
© 2014 Tom Ahern | www.AHERNCOMM.com
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