Slides for presentation at IoF NI Lunchtime Bites session, January 2014.

1. Making In Memory Work
IoF NI Lunchtime Bites
30 January 2014

2. Damian O’Broin
damian@askdirect.ie
@damianobroin
slideshare.net/damianob
pinboard.in/u:damianobroin
www.askdirect.ie

3. Client list 2010-14
Women’s
Aid
‘Working to End Violence Against Women’

6. “Like you, we share the vision that
everyone should be able to face death or
bereavement with all the care, support and
compassion they deserve. This is what
hospice care is all about.
And your very generous donation of €450
from your MyCharity page, joined with
donations from other caring people like
you will help us realise this vision.
Thanks to your support, loved ones will be
given a dignified death, with the respect
and peacefulness we’re all entitled to.
Whether they’re in a hospice, or in their
own beds, young or old, and no matter
where they live.
“Fundraising Events Executive”
Again thank you so much for helping to
bring about the day when everyone is able
to receive the best possible care and
support when they need it most”
6

7. In Lieu of Flowers
In Honour
Funeral Collections
In Memory
Tribute funds

8. 2 x In Memory Gifts
2 x Legacy Potential
2 x Value of Legacy
8

9. “Money given… in
memory… will outstrip
money given through
legacies in 10 years’ time,
delegates at the Institute of
Fundraising’s National
Convention heard”

10. Just Giving in memory donations
Q1 Income
£4,000,000
£3,020,708
£3,000,000
£2,459,190
£2,175,714
£2,000,000
£1,393,058
£1,000,000
£552,662
2007
£1,540,102
£738,880
2008
2009
2010
2011
2012
2013

11. Just Giving in memory donations
£35,388,769
Total In Memory donations, including
events done ‘in memory’ (2013)
£14,792,168
‘Pure’ In Memory donations, not
linked to any event (2013)
11

15. 15

16. 16

17. 17

18. 18

19. 19

20. What In Memory Donors Want…

21. Family
Friends
Others
In Memory Research 2011

22. Grieving
Mourning
Supporting
In Memory Research 2011

23. Grieving
To provide a positive focus
“For my husband, he wanted something positive out of it,
so he said we’ll be pro-active, instead of sitting around in
self pity...”
(Female, 40s)
In Memory Research 2011

24. Grieving
To keep the relationship alive
“You look at your life, it’s really really weird, I feel, I wouldn’t
say it’s guilt, I feel I want to give... I feel I’m giving something
to her... she’s not down here for me to give it to her...”
(Female, 40s)
In Memory Research 2011

25. Grieving
To combat helplessness
“You feel a bit helpless, and it’s nice because at the end
you think I’ve raised all this money now, you push and
push people to sponsor you.”
(Female, 30s)
In Memory Research 2011

26. Grieving
I want them to be proud of me
“I like to think she’s looking down from heaven, if there’s a
heaven, and she thinks ‘good on her’. That’s what she’d say,
good on you. You go girl”
(Female, 20s)
In Memory Research 2011

27. Grieving
I want them to know I loved them
“I want him to know he was valued so much, that he meant
so much to me, to all of us.”
(Male, 40s)
In Memory Research 2011

28. Supporting
Make the bereaved feel better
“For her she could see all the names of her friends which I
think is lovely... she could say all these people care about
me and I can count on my friends when times are rough.”
(Female, 40s)
In Memory Research 2011

29. How we actually treat them…

30. Donor Benchmarking Research 2011
6 countries; 15 charities each; 3 types of gift

31. Average speed of response
Ask Direct/Bluefrog Benchmarking 2011

32. Average speed of response
New Zealand!
In Mem!
Canada!
Generic Postal!
Online -1st postal!
Ireland!
0!
10!
20!
30!
40!
50!
60!
70!
Ask Direct/Bluefrog Benchmarking 2011

33. Why are we ignoring In Memory Donors?
Yes
No
Follow up to donation
46%
54%
Irish In Memory Donors receive almost 20% less mail.
46% of Irish charities sent nothing beyond a thank you within first 6 months.
Ask Direct/Bluefrog Benchmarking 2011

34. But not as much as some…
% of charities with no follow up
100%
75%
50%
25%
Ireland Australia
NZ
UK
US
0%
Canada
Ask Direct/Bluefrog Benchmarking 2011

35. A bit more detail…
Ask Direct/Bluefrog Benchmarking 2011

36. A bit more detail…
Number of Charities
15
11
8
Ireland
New
Zealand
Canada
4
0
0
1
2
3
4
5
Total number of mail packs mailed to In Mem donor
Ask Direct/Bluefrog Benchmarking 2011

37. Do In Memory donors get a fitting reply?
Ask Direct/Bluefrog Benchmarking

38. Do In Memory donors get a fitting reply?
16!
14!
Number of charities!
12!
10!
Got nothing!
8!
In Mem Thank You!
Generic Thank You!
6!
4!
2!
0!
Ireland!
New Zealand!
Canada!
Ask Direct/Bluefrog Benchmarking 2011

39. Breaking it down – in the UK
Gi#-­‐specific
In
Mem
focus Hand
signed Hand
wri<en
thank
you
Men=on
cousin
Men=on
flowers
Offer
tribute Offer
support
Offer
to
tell
family
Amnesty









Greenpeace









Macmillan









CRUK









GOSH









NSPCC









Red
X









RNLI









SA









STC









UNICEF









World
Vision









BHF









RNIB









Oxfam









Ask Direct/Bluefrog Benchmarking 2011

40. Breaking it down – in Ireland
Gi#-­‐specific
In
Mem
focus
thank
you
Hand
signed
Hand
wri<en
Men=on
cousin
Men=on
flowers
Offer
tribute Offer
support
Offer
Condolences
Offer
to
tell
family
Amnesty










Barnardos










Barretstown










Bóthar










CMRF










Concern










Focus
Ireland










Irish
Cancer
Soc










Irish
Heart
Fnd










Irish
Red
Cross










MS
Ireland










Oxfam










Trócaire










Unicef










World
Vision










Ask Direct/Bluefrog Benchmarking 2011

41. Quality of Response - Ireland
Amnesty"Interna3onal"
Ireland"
6"
World"Vision"
Barnardos"
5"
Unicef"
4"
Barretstown"
3"
Trócaire"
2"
Bóthar"
1"
0"
Oxfam"
MS"Society"
Irish"Red"Cross"
Irish"Heart"Founda3on"
CMRF"
Concern"
Focus"Ireland"
Irish"Cancer"Society"
Ask Direct/Bluefrog Benchmarking 2011

42. Quality of Response - UK
Oxfam"
Amnesty"
6"
Greenpeace"
5"
RNIB"
Macmillan"
4"
3"
2"
BHF"
CRUK"
1"
0"
World"Vision"
GOSH"
Unicef"
NSPCC"
Save"the"Children"
SalvaFon"Army"
Red"Cross"
RNLI"
Ask Direct/Bluefrog Benchmarking 2011

43. Time for some examples…

44. Possibly the worst…

45. Tax Receipt?!
No personalisation.
No mention of
In Memory.

46. MS Ireland:
No personalisation.
No mention of
In Memory.

47. Personalised.
But no mention of
In Memory

48. “PS If you’ve received a tax form in the post from
Concern please complete and return it to us as
soon as you can.”
Concern.
Is a tax reminder appropriate?

49. That’s enough about you.
Let’s talk about me.

50. MSF Canada: Sympathy card… then thank you letter.

51. The personal touch…

52. Meeting even more donor needs
Offer of
bereavement
support

53. What
happened
when
I
tried
to
make
in
memory
donaAons
to
some
NI
chariAes...
53

54. 54

55. 55

56. 56

57. 57

58. 58

59. 59

60. 60

61. 61

62. 62

63. 63

64. 64

65. 65

66. 66

67. 67

68. 68

69. 69

70. 70

71. 71

72. 72

73. 73

74. 74

75. 75

76. 76

77. 77

78. 78

79. 79

80. 80

81. 81

82. 82

83. 83

84. Four things you can do.

85. 1: Collect, care for and use data
appropriately

86. Donor surveys:
Gather data.
Begin the
conversation.

87. Is this gift in memory of someone?
If yes, perhaps you’d like to tell us
their name.

89. 2. Stop. Listen.Think.

90. €
arrives
Fundraising
Dept
checks
Specials
flagged
for
Money
to
accounts
for
Data
recorded
on
database
Thank
You
issued

91. 3. Be Human

93. “You know when it’s a computer saying thank you and
when it’s a person.
And, quite frankly, I prefer if it’s a person.”
(Female, 62)
Source: After the love has gone. Bluefrog 2008

94. 4. Put the donor in control.
Of everything.

95. THANK YOU
damian@askdirect.ie
@damianobroin