developing donor-centric direct response fundraising · relationship marketing and direct response...

Relationship Marketing and Direct Response

Developing Donor-Centric Direct Response Fundraising

Presenters Name Leo Orland FFIA CFRE

PlenaryThursday, 24th Feb 20112:05 – 3:05pm

Relationship Marketing and Direct Response

The Big Question?Is it possible to be Donor-Centric and raise more money?

Relationship Marketing and Direct Response

• Donor-Centric Fundraising is not a new idea.

BUT

• Do we practice what we preach?

Relationship Marketing and Direct Response

How do you feel when….

Relationship Marketing and Direct Response

Or

Relationship Marketing and Direct Response

Where it starts

• Donor-centric fundraising is an attitude where you put the

interest of the donor first

• Even to the point where you treat every donor like they are a

major donor.

Relationship Marketing and Direct Response

Having the right mind-set

• You don’t own the donor.

• You only own the experience with them at that given moment

in time.

Relationship Marketing and Direct Response

Relationship Marketing and Direct Response

Focus of this presentation• Direct response fundraising

Relationship Marketing and Direct Response

Seven Key Challenges

• Focus on donor loyalty not on campaigns or tactics

• Communications, bonding, and giving donor choices

• Invest & treat donors in different ways

• Compelling, strong, tangible offers to your cause

• Making the donor the real hero

• Making it easy for the donor to understand your

communications

Relationship Marketing and Direct Response

Focus on Donor Loyalty

Relationship Marketing and Direct Response

Relationship Marketing and Direct Response

Communications, bonding, and giving donor choices

Relationship Marketing and Direct Response

Communications, bonding, and giving donor choices

Relationship Marketing and Direct Response

Communications, bonding, and giving donor choices

Relationship Marketing and Direct Response

Communication, bonding and giving donor choices cont…

Relationship Marketing and Direct Response

Milestone Marketing Communications

Relationship Marketing and Direct Response

Invest & treat donors in different ways

Advanced Donor Targeting

• Recency • Frequency • Amount

+• Lifecycle• Giving media• Offer preference• Creative preference• Seasonality • And more …

Relationship Marketing and Direct Response

New Donor Cycle

Relationship Marketing and Direct Response

Standard Appeal Pack Lift LetterAppeal Letter

Relationship Marketing and Direct Response

Standard Appeal Pack Appeal Motivation Piece

Coupon

DLX Envelope

Relationship Marketing and Direct Response

Major Donor Appeal Pack Stickers

Photo Card

DVD

Appeal Letter

Relationship Marketing and Direct Response

Major Donor Appeal PackInformation Pack

Relationship Marketing and Direct Response

Compelling, strong, tangible offers to your cause

Relationship Marketing and Direct Response

Compelling, strong, tangible offers to your cause

Relationship Marketing and Direct Response

Compelling, strong, tangible offers to your cause

Relationship Marketing and Direct Response

Making the donor the real hero

Relationship Marketing and Direct Response

Organisational Centric

“We did this. We did that. We were amazing. Oh, by the way,

thanks.”

Relationship Marketing and Direct Response

Donor-Centric

“With your help, all these amazing things happened. And without

your help, they won’t.”

Relationship Marketing and Direct Response

Remember…

• Being “donor-centric” is easy:

Link your donors directly to your results

• Make your donor the real hero of the story…

Relationship Marketing and Direct Response

Relationship Marketing and Direct Response

Everything MUST pass the “you test”

Relationship Marketing and Direct Response

Get yourself one of these

Relationship Marketing and Direct Response

Relationship Marketing and Direct Response

Personalise as much as you can

• The person’s name

• The previous gift

• The pronouns “you” and “I”

• A reader’s attribute: “As a parent you know…”

• Geography: “As a resident of…”

• Hand written touches.

Relationship Marketing and Direct Response

Personalising the ask

Relationship Marketing and Direct Response

Making it easy for the donor to understand your communications

Relationship Marketing and Direct Response

Relationship Marketing and Direct Response

Relationship Marketing and Direct Response

Recommendation

Relationship Marketing and Direct Response

Relationship Marketing and Direct Response

Graphic Design• Design for comprehension

• And for “Scanability”

Relationship Marketing and Direct Response

Relationship Marketing and Direct Response

Relationship Marketing and Direct Response

Graphic Design – Scanability Before your letter is read line by line, the recipient skims over the whole page in one cursory glance. This results in a ‘reading curve’ with particular points which arrest the eye.

Relationship Marketing and Direct Response

Visitor interaction with content on a siteFirst 3 seconds –

if the page is what they were 

looking for & if they find it appealing

Next 8 seconds –

if the content is relevant to 

what they are interested in

Next 60 seconds –

they spend being engaged 

with the content. To see if sufficient content is 

available for them to make a decision

Next Step–

if they have made a decision, then 

they look for their desired next step on the page. Has 

it been displayed clearly and is easy to locate

Yes

Yes

Yes

Visual Impression

Initial content  Impression

Content  engagement

CTA engagement

Relationship Marketing and Direct Response

Keep It Simple

• Simplify Content

• Easy Navigation

• Call To Actions (CTA’s)

• Don’t tackle everything at once

Relationship Marketing and Direct Response

Donor-centric web site

SuccessStories

Where $Are going

Results

Relationship Marketing and Direct Response

Always Remember

• Put the donor at the centre of your fundraising

• And think about your donors’ needs not yours.

Relationship Marketing and Direct Response

Thank You

Major SponsorsConference Partner Principal Sponsor

National Corporate Partner

Media Supporters

National Corporate Partner

National Principal Sponsorp p

FIA Corporate Supporter

Awards Sponsors