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Get Tom’s
free
how-to
e-newsletter…
www.aherncomm.com
© 2014 Tom Ahern | www.AHERNCOMM.com
I subscribe!
Ashley said I had
to.
Fundraising Bootcamp! Only $799
pursuantlabs.org
Learn how to nail the ask
Build a thriving major gift portfolio
Retain and upgrade your donors
Master the art of storytelling
Now in Chicago,
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Francisco,
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Dallas and
Orlando!
You build $ucce$$ful
communication$ backward$
from your target audience.
13 Planning | © 2015 Tom Ahern | www.AHERNCOMM.com
14
Gov’t grants Individuals Foundations
Meet criteria Win a fight Show promise
Specialists Generalists Specialists
Rational Emotional Aspirational
Fundraising has a
“valued customer.”
It’s the donor.
23 Planning | © 2015 Tom Ahern | www.AHERNCOMM.com
Your job is to
make this
particular
customer
uncommonly
happy. Photo source: Mark Phillips, Bluefrog
If you do, trust me …
you won’t regret it!
25 TOM AHERN © 2014
70+% of first-time donors in the
U.S. do NOT make a second gift.
They’re not
happy.
The world’s 2nd most profitable insight:
Donor communications are a
customer service experience.
Every touch point — from website to appeals to
newsletters to call centre — contributes BIG time.
26 Planning | © 2015 Tom Ahern | www.AHERNCOMM.com
28 © 2014 Tom Ahern | www.AHERNCOMM.com
Source: John Lepp, Agents of Good
AKA, The “Extraordinary
Experiences” Grid
The world’s MOST profitable insight:
Donor communications aren’t
really about your organization.
They’re really about the donor.
29 Planning | © 2015 Tom Ahern | www.AHERNCOMM.com
You’re not information vendors.
You’re emotion vendors.
You can sell that at a higher price … for longer … to more.
30
I will only pay attention to what interests me.
And what interests me most
is me. Ask anyone.
© 2015 Tom Ahern 31
Appeals, thanks, & newsletters work together.
You ask. You thank. You report.
You ask. You thank. You report.
You ask. You thank. You report.
33
The virtuous circle...
Appeals, thanks, & newsletters work together.
You ask. You thank. You report.
You ask. You thank. You report.
You ask. You thank. You report.
34
The virtuous circle...
The part the charity
cares about
The part the donor
cares about
“Fundraising is
NOT about money.”
Tom Ahern | © 2013 35
Source: a line of UK fundraisers going back to the 1960s
Your thanks and your
newsletters are your HUG!
36 Donor Newsltr-Kivi-1 | © 2015 Tom Ahern | www.AHERNCOMM.com
The first gift you ask
for is my attention.
38 © 2014 Tom Ahern | www.AHERNCOMM.com
The average attention
span of an adult human in
2013 was 8 seconds.
We’re
#1!
The virtuous circle...
You ask (and flatter).
You thank (and flatter).
You report (and flatter).
You cannot flatter too much.
39 © Tom Ahern | © 1249-2015
40
Source: Neuromarketing blog
“Even when people perceive
that flattery is insincere, that
flattery can still leave a
lasting and positive
impression of the flatterer.”
© Tom Ahern | © 1249-2015
“Humans are driven by a will to
establish meaning in their lives.
They need purpose.”
That’s your real job, in donor communications:
to bestow purpose in exchange for support.
48
Source: Neurologist and psychiatrist Viktor Frankl, via the For Impact blog
ABOUT US
ABOUT US
ABOUT US
ABOUT US
ABOUT US ABOUT US
ABOUT US ABOUT US
ABOUT US
ABOUT US
ABOUT US
ABOUT US
ABOUT US ABOUT US ABOUT US
ABOUT US
ABOUT US
ABOUT US
ABOUT US
ABOUT US ABOUT US
ABOUT US ABOUT US
ABOUT US
ABOUT US
ABOUT US
ABOUT US
ABOUT US ABOUT US ABOUT US
ABOUT
THE
DONOR
Donor-CENTRIC:
“With your help, all
these amazing things
happened. And without
your help, they won’t.”
Hello, I'm Ken Hackett, president of Catholic
Relief Services. Welcome to our 2009 interactive
annual report.
The generosity of you, our donors, is one of
Catholic Relief Services greatest blessings. Your
support gives us the resources we need to bring
innovative solutions to tough humanitarian
problems. Your compassion transforms lives.
To make ME
feel good!!!
62
Important!
Wanted!
Needed!
Proud of myself!
Happy!
Pleased!
Entertained! Surprised!
Your donors will never get tired
of hearing how great and how
needed they are.
© 2010-13 Tom AHERN | www.AHERNCOMM.com 63
DONORS MAY BE IGNORANT, but what they
DO have in abundance are their own
personal values, interests, beliefs,
connections, experiences, upbringing, lost
loves, secret passions, regrets, fears,
angers, hopes, and built-in empathy
[except for psychopaths]...
“We support a charity or a
soccer team or a perfume
because it gives us a chance to
love something about
ourselves.”
66
Source: Seth Godin
The story’s about the donor
...every time someone donates to a good cause, they're buying a
story, a story that's worth more than the amount they donated.
It might be the story of doing the right thing, or fitting in, or
pleasing a friend or honoring a memory, but the story has value.
For many, it's the story of what it means to be part of a
community.
Source: Seth Godin
73 Planning | © 2015 Tom Ahern | www.AHERNCOMM.com
76
KIND
CARING
COMPASSIONATE
HELPFUL
FRIENDLY
FAIR
HARD-WORKING
GENEROUS
HONEST
Source: psychologist Jen Shang, quoted in the NY Times 2012
From you....
They want to feel good.
They want to feel loved.
They want to feel smart.
They want to feel needed.
They want to feel important.
They want to belong.
They want to see their values in
action.
They want to win!
How great the ORGANIZATION is = $4,470 in gifts
How great the DONOR is = $49,600 in gifts
1,000%
IMPROVEMENT!!!