enlighten conference - stewarding your donors
DESCRIPTION
Fundraising is about building relationships. The relationship that you have with your supporters is absolutely key to your fundraising success. But its not as simple as just asking people for money; great fundraising is about listening and then responding to your supporters needs, engaging with them in a way that is right for them, making it easy for them to get involved and showing them the difference they have made. Not just once, but again and again. For life. With examples from both the charity and corporate world, this session will give you ideas about how to give your supporters the best and most rewarding experiences so that together you can make a lasting difference to the causes that you fundraise for.TRANSCRIPT
Stewardship of your organisation's donors
Lucy Gower @lucyinnovation
Every employees job
Deliver WOW Through ServiceEmbrace and Drive ChangeCreate Fun and A Little WeirdnessBe Adventurous, Creative, and Open-MindedPursue Growth and LearningBuild Open and Honest Relationships With CommunicationBuild a Positive Team and Family SpiritDo More With LessBe Passionate and DeterminedBe Humble
Think of a time when…..
• What happened?
• How did it make you feel
• Did you tell anyone else?
• Will you go back?
“Long after people forget what you did for them, they
will remember how you made them feel”
Walt Disney
How we make decisions
14% of consumers trust advertisements
90% of consumers trust peer recommendations
Source: “Marketing to the Social Web,” Larry Weber, Wiley Publishing 2007
Donor Voice 2012 National survey recent frequent UK cause donors, nine UK organisations supplying house file names and associated transactional
information.
fundraising
Building relationships to
connect a supporter to a cause
providing them with the opportunity to
make a difference.
For every consumer who complains, there are 26*
more who are just as unhappy but don't bother
to get in touch.
*differing opinions on the number. Sometimes 25, 10 or 'tons' are cited. The figure 26 comes from a study called 'Increasing Customer Satisfaction', carried out by TARP for the U.S. Office of Consumer Affairs in 1974-1979 and 1984-1986.
A “WOW” Experience
service
satisfaction
“expected”
“exceeded expectations”
WOW!
Oxfam: Tag your Bag
© lucyinnovation
“It was a heartbreaking and messy day. We'd hoped to show you footage of a joyful village celebrating a successful drill, but we didn't achieve that today. We’re committed to transparency at
charity: water, so instead, our live drill video will show you the reality and challenges we face on the ground”
Scott Harrison, Founder charity: water
• Resources books and blogs
How will you create donor ‘wow’ moments?
• Look for inspiration from outside as well as within the sector
• Be personal and make your donor feel part of something
• Get closer • Donor wow standards• Be open about success and failure • Act quickly • Fundraising is everyone's role • Regularly make someone's day
Best fundraising blogs
• The Agitator theagitator.net• 101 fundraising 101fundraising.org• Mark Phillips queerideas.co.uk• Fundraising Detective fundraisingdetective.com• Beth’s blog bethkanter.org• Future Fundraising Now futurefundraisingnow.com• Jonathan Grapsas flatearthdirect.com/blog• The Penguin Blog bottomlineideas.wordpress.com• Katya’s blog nonprofitmarketingblog.com• Seth’s blog sethgodin.typepad.com
Find out more www.sofii.org
Relationship fundraising Ken Burnett
Switch and Made to Stick Chip and Dan Heath
Business beyond the Box John O’Keefe
Linchpin and Purple Cow Seth Godin
Enchantment Guy Kawasaki
The Art of Woo G Richard Shell and Mario Moussa
Making ideas Happen Scott Berkun
Good to Great and
Great by Choice Jim Collins
The Fundraisers Guide to Irresistible
Communications Jeff Brookes
