donor comms: the good, the bad and the downright ugly

Donor Communications

The Good, The Bad,And The Downright Ugly.

Some Unsubstantiated Assertions

1. Most of us just aren’t good enough at donor

communications

2. When we think about donor communications, we still think about this…

… rather than this …

DONOR

CHARITY

Communication: A Two Way Thing

… or even any of this …

More than just pen & ink

EmailBebo

MySpaceMobile

TextBlogs

SkypeFlickr

3. Most of our supporters aren’t really supporters in the way we imagine

“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?”

The 21st Century Donor

• Less committed

• More access to information

• More of a consumer

• More demanding

• More cynical

• More comfortable with new media

Going back to the very beginning…

Fundraising Basics: Lesson 1

The two most important words in fundraising:

Always say “THANK YOU”

The Donor Experience

The joys of giving money away in Ireland today

€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

How to say Thank You

[Donors want it to be PERSONAL and PROMPT]

…and how not to say Thank You…

The computers take over…

Automaton responses…

Of course, if you don’t know who I am,

it’s kinda hard to say Thank You

How long does it take to say Thank You?

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

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

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

Mind Your Language…

Product

Transaction

Purchase

Order

Should any of these words be used about

donating?

Look at things from their point of view…

George Smith’s 5 Questions

1. Who am I talking to?

George Smith’s 5 Questions

1. Who am I talking to?

2. What precisely am I asking them to do?

George Smith’s 5 Questions

1. Who am I talking to?

2. What precisely am I asking them to do?

3. Why?

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?

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?

damian@askdirect.ieTel: 086 8274509

www.askdirect.ie