if you had more money, you could do more good. if you do better communications, you will have more...
TRANSCRIPT
If you had more money, you could do more good. If you do better communications, you will have more money.
1Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM
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Donor Communications
DIY Audit ~ T o m A h e r n ~
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Understand… you ARE an intrusion, even to current donors
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Thousands of messages.Three piles.
1. Can’t ignore.2. Can safely ignore.3. A bit interested.
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Beginning of mail
End of mail
Elapsed time: 1-3 seconds
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The unrealistic way to view your audience…
Mostly motivated readers
A few others
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The safest way to view your audience...
Mostly uncommitted
Few motivated readers
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Howard Luck Gossage
“The fact of the matter is that nobody reads ads. People read
what interests them; and sometimes it’s an ad.”
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What interests donors?
1. Accomplishments ...What did you do with my money?
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What interests donors?
2. Recognition ...Do I matter? Am I important?
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What interests donors?
3. Efficiency ...Can I trust you with my money?
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What interests donors?
4. Opportunities ...What else can I do that will feel good?
A donor newsletter wentfrom $4,470 in gifts to
$49,600 in gifts per issue.
13Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM
(old) Stories focus on how great the hospital is
(new) Stories focus on results: the kids who are helped
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(old) Ignores fundraising
(new) Links all stories to donors and campaigns
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(old) 8 pages long
(new) 4 pages long
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(old) Features 1,200-word front-page article
(new) Features 500-word front-page article
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(old) Can’t be skimmed; a slow read
(new) Easily skimmed; a fast read
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(old) Doesn’t use “you”; impersonal
(new) Uses “you” copiously; personal
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“Does my stuff getan A+ on the‘you’ test?”
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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.]
Nothing stops a bullet like a job.
Homeboy Industries
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“Am I treating thedonor as our org.’s
superhero?”
The Society for Nice, Middle-Class, Older People (SONMOP)
needs your help to feel good about themselves
Source: Mark Phillips, Bluefrog, via Jeff Brooks
34Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM
The joy a person feels when she knows her action will lead to some good.
The joy of acting at all.
The joy of acting positively.
The joy of not being “one of ‘em what didn’t act.”
36Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM
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Dale Carnegie: The Only Rule
“You’ll have more fun and success when you stop trying to get what you want…” (a
donation) “…and start helping other people get what they want.” (I.e., a feeling of having accomplished something because they made a gift to your organization.) You end up in the
same place (with money), but the two viewpoints are completely different.
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Donor-NEGLIGENT:
“We did this. We did that. We were amazing. Oh, by the way, thanks.”
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Donor-CENTRIC:
“With your help, all these amazing things
happened. And without your help, they won’t.”
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Dear <Salutation>,
As 2004 draws to a close, I wanted to share with you just what a difference your decision to <para1Support/continue> Amnesty International Australia as <Para1 donor type> has made to many people around the world.
I feel very fortunate because in my travels I am able to meet the people that you have helped, such as José Gallardo, who I met at our last International Council Meeting in Mexico. José was a former general in the Mexican army, who was arrested and imprisoned simply for complying with the constitution of his country.
Source: Sean Triner, Pareto
• A brick and a flag … OR (2)
• “With that $1,000, we can train a person to treat 80% of the illnesses in an entire village for a year.” (123)
Source: Nick Fellers, The Suddes Group
48Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM
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Donors don’t give to your organization. They give through your organization to:
• fix a problem they worry about;• sustain or expand a solution they believe in;• get more of what they’re interested in;• feel like they’ve made a difference.
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Memphis Child Advocacy Center
Helping VictimsBecome Children Again
They are not giving to this, at least not initially
They are giving to this
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“Am I talking aboutaccomplishments or
mere activities?”
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This is NOT an accomplishment.
This is merely an untranslated activity.
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Why would donors care about any of these? What is your donor angle?
> 25th anniversary> Average length of stay: 28 days> 5 new hires in last year> Served 118 adults, 136 children
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Why do we have a 24-hour hot line?
Because violence against women never sleeps.
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Now playing in the Theatre of My Forehead
The Anecdote
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“Am I telling stories of adversity, triumph,
and reversed fortunes?”
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Essence of storytelling:
Something happens
A > B =today > tomorrowbefore > afterproblem > solutionevil > good
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