donor comms: the good, the bad and the downright ugly
DESCRIPTION
Presentation to Fundraising Ireland Conference, Sept 2006TRANSCRIPT
![Page 1: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/1.jpg)
Donor Communications
The Good, The Bad,And The Downright Ugly.
![Page 2: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/2.jpg)
Some Unsubstantiated Assertions
![Page 3: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/3.jpg)
1. Most of us just aren’t good enough at donor
communications
![Page 4: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/4.jpg)
2. When we think about donor communications, we still think about this…
![Page 5: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/5.jpg)
![Page 6: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/6.jpg)
… rather than this …
![Page 7: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/7.jpg)
DONOR
CHARITY
Communication: A Two Way Thing
![Page 8: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/8.jpg)
… or even any of this …
![Page 9: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/9.jpg)
More than just pen & ink
EmailBebo
MySpaceMobile
TextBlogs
SkypeFlickr
![Page 10: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/10.jpg)
3. Most of our supporters aren’t really supporters in the way we imagine
![Page 11: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/11.jpg)
“I never open the envelopes I am sent from Concern -even though I have a small standing order with them. They represent parcels of guilt. Who wants that when they get in the door after work?”
![Page 12: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/12.jpg)
The 21st Century Donor
• Less committed
• More access to information
• More of a consumer
• More demanding
• More cynical
• More comfortable with new media
![Page 13: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/13.jpg)
Going back to the very beginning…
![Page 14: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/14.jpg)
Fundraising Basics: Lesson 1
The two most important words in fundraising:
Always say “THANK YOU”
![Page 15: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/15.jpg)
The Donor Experience
The joys of giving money away in Ireland today
![Page 16: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/16.jpg)
€15 donations via websites
Amnesty
Barnardos
Barretstown
Children’s Medical & Research Foundation
Concern
Focus Ireland
Goal
Irish Cancer Society
Irish Heart Foundation
Irish Hospice Foundation
Oxfam
Simon
St Vincent de Paul
Trócaire
UNICEF
![Page 17: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/17.jpg)
How to say Thank You
[Donors want it to be PERSONAL and PROMPT]
![Page 18: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/18.jpg)
![Page 19: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/19.jpg)
![Page 20: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/20.jpg)
![Page 21: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/21.jpg)
![Page 22: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/22.jpg)
…and how not to say Thank You…
![Page 23: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/23.jpg)
The computers take over…
![Page 24: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/24.jpg)
Automaton responses…
![Page 25: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/25.jpg)
![Page 26: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/26.jpg)
Of course, if you don’t know who I am,
it’s kinda hard to say Thank You
![Page 27: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/27.jpg)
![Page 28: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/28.jpg)
![Page 29: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/29.jpg)
![Page 30: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/30.jpg)
How long does it take to say Thank You?
![Page 31: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/31.jpg)
2 out of 3 is bad
• Initial Thank You by email10 - immediately (under 1 hour)
3 - still waiting
2 - didn’t record ANY contact details
![Page 32: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/32.jpg)
It’s always nice to get a letter
• Follow up Thank You letter2 - within one week4 - within two weeks1 - within three weeks1 - within four weeks1 - within five weeks4 - nothing received yet2 - didn’t record ANY contact details
![Page 33: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/33.jpg)
Do keep in touch
• Only two groups have sent any subsequent emails (one of whom never said thank you)
• One group (Irish Heart Foundation) has sent three emails
• Two didn’t record ANY contact details
![Page 34: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/34.jpg)
![Page 35: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/35.jpg)
![Page 36: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/36.jpg)
![Page 37: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/37.jpg)
![Page 38: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/38.jpg)
Mind Your Language…
![Page 39: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/39.jpg)
Product
Transaction
Purchase
Order
Should any of these words be used about
donating?
![Page 40: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/40.jpg)
![Page 41: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/41.jpg)
![Page 42: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/42.jpg)
![Page 43: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/43.jpg)
Look at things from their point of view…
![Page 44: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/44.jpg)
![Page 45: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/45.jpg)
![Page 46: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/46.jpg)
![Page 47: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/47.jpg)
George Smith’s 5 Questions
1. Who am I talking to?
![Page 48: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/48.jpg)
![Page 49: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/49.jpg)
George Smith’s 5 Questions
1. Who am I talking to?
2. What precisely am I asking them to do?
![Page 50: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/50.jpg)
![Page 51: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/51.jpg)
George Smith’s 5 Questions
1. Who am I talking to?
2. What precisely am I asking them to do?
3. Why?
![Page 52: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/52.jpg)
![Page 53: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/53.jpg)
George Smith’s 5 Questions
1. Who am I talking to?
2. What precisely am I asking them to do?
3. Why?
4. Have I made the message sound important (or urgent, crucial, evocative, passionate…)In other words, have I INSPIRED them?
![Page 54: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/54.jpg)
![Page 55: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/55.jpg)
![Page 56: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/56.jpg)
![Page 57: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/57.jpg)
![Page 58: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/58.jpg)
![Page 59: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/59.jpg)
George Smith’s 5 Questions
1. Who am I talking to?
2. What precisely am I asking them to do?
3. Why?
4. Have I made the message sound important (or urgent, crucial, evocative, passionate…)In other words, have I INSPIRED them?
5. Have I done something that has never quite been done before?
![Page 60: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/60.jpg)
![Page 61: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/61.jpg)
![Page 62: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/62.jpg)
![Page 63: Donor Comms: The good, the bad and the downright ugly](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c2d1404a7959bf198b45c6/html5/thumbnails/63.jpg)