Presentation on donor care at IoF Scotland Conference, 23 October 2012

1. #IoFScotland
23 Oct 2012
Do you care about your donors...
...and do your donors care?
Damian O’Broin
Ask Direct

2. askdirect.ie
twitter: @damianobroin
slideshare.net/damianob
pinboard.in/u:damianob
damian@askdirect.ie

3. Women’s
BLACK AND WHITE
Aid
‘Working to End Violence Against Women’

4. Let’s start with a story...

5. The Birthday Party

6. Do your donors care?
(about donor care)

7. “When given the choice, people will
always spend time around people
they like. When it’s expedient and
practical, they’d also rather do
business with and buy stuff from
people they like. And now, they
can.”
– Gary Vaynerchuk

8. “Few people would be surprised to
learn that, as a rule, we most prefer to
say yes to the requests of someone we
know and like.”
- Robert Cialdini

9. % Change in perveived value of brand attributes 2005-09
Young & Rubicam’s BrandAsset Valuator, quoted in
Gerzema & D’Antonio - The Power of the Post-Recession Consumer

10. % Change in perveived value of brand attributes 2005-09
400%
200%
0%
Exclusive
Arrogant
Sensuous
Daring
Socially Resp -200%
High Quality
Friendly
Kindness & Empathy
Young & Rubicam’s BrandAsset Valuator, quoted in
Gerzema & D’Antonio - The Power of the Post-Recession Consumer

11. “Between 2005 and 2009 US consumers expressed a
nearly fourfold increase in their preference for
companies, brands and products that show
kindness in both their operations and their
encounters with customers.
This desire for companies to be more empathetic
toward consumers is the biggest shift in any
attitude we have ever seen during the BAV
survey’s two-decade history”
Gerzema & D’Antonio - The Power of the Post-Recession Consumer

12. What we mean by donor care...
The set of actions you take to enhance
donor satisfaction and therefore improve
donor loyalty and retention.
The ability of a charity to constantly and
consistently exceed the donor’s
expectations.

13. Building Donor Loyalty
– Adrian Sargeant & Elaine Jay

14. CPA Initial Sale LTV
Starbucks $1,400 $4.25 $14,099
Amazon Kindle $240 $69
2 x first year
Insurance
premium
F2F €175 €15/month ?
Direct Mail €120 €70 or €10/month ?
http://www.theagitator.net/dont-miss-these-posts/acquisition-its-costs-and-roi-part-1/

16. “The only things that can’t be replicated
are the relationships you have with your
customers”
– Larry Hochman
Price Product Place

17. Commercial marketing...
Fundraising...
?

18. Your
Thank You
is the only tangible
reminder the donor has of you.

19. “Any fundraiser who doesn't thank donors
properly is an idiot as well as rude”
- Jo Habib

20. So, do you care
about your
donors?

21. A massive international mystery shop

22. Three types of donation Email, telephone & home
address provided
In mem General cash Online (one-off)

23. 15 charities in each country
March to October 2011

24. 270

25. How quickly did charities respond?

26. Average speed of response*
*First postal communication since donation

27. Average speed of response*
*First postal communication since donation

28. Thank you for the online donations
• Only two UK charities sent a proper email welcome:
Amnesty & UNICEF
• The rest – just a generic same-day thank you

29. Irish Email Response
0% 25% 50% 75% 100%
Prompt & Personal Email Thank You Auto Email Confirmation
No Email Thank You

30. Who sends your emails?

31. Why direct mail won’t die

32. % who sent postal thank you
Canada 42 days
Canada
New Zealand 13 days New Zealand
Ireland
Ireland 25 days
10% 33% 55% 78% 100%

33. % who sent postal thank you

35. Do In Memory donors get a fitting reply?

36. Do In Memory donors get a fitting reply?

37. Breaking it down – in the UK
Gift-specific Mention Mention Offer Offer to tell
In Mem focus Hand signed Hand written Offer tribute
thank you cousin flowers support family
Amnesty
        
Greenpeace
        
Macmillan
        
CRUK
        
GOSH
        
NSPCC
        
Red X
        
RNLI
        
SA
        
STC
        
UNICEF
        
World Vision         
BHF
        
RNIB
        
Oxfam
        

38. Breaking it down – in Ireland
Gift- Offer
In Mem Hand Hand Mention Mention Offer Offer to tell
specific Offer tribute Condolence
focus signed written cousin flowers support family
thank you s
Amnesty
         
Barnardos
         
Barretstown
         
Bóthar
         
CMRF
         
Concern
         
Focus Ireland
         
Irish Cancer
Soc          
Irish Heart
Fnd          
Irish Red
Cross          
MS Ireland
         
Oxfam          
Trócaire
         
Unicef
         
World Vision
         

39. Quality of Response
Amnesty"
Amnesty"
Interna3onal"Ireland" 6"
World"Vision" 6" Barnardos"
Oxfam" Greenpeace"
5"
5"
Unicef" Barretstown" RNIB" 4" Macmillan"
4"
3" 3"
Trócaire" 2" Bóthar" BHF" 2" CRUK"
1" 1"
0" 0"
Oxfam" CMRF" World"Vision" GOSH"
MS"Society" Concern" Unicef" NSPCC"
Irish"Red"Cross" Focus"Ireland" Save"the"Children" Red"Cross"
Irish"Heart"
Irish"Cancer"Society" SalvaFon"Army" RNLI"
Founda3on"
Ireland UK England

40. We thought we’d see what Scottish
charities were like...

41. Speed of response
Sense"Scotland"
ScoQsh"SPCA"
SCIAF"
SAMH"
Quarriers"
PPWH"
NaHonal"Trust"for"Scotland"
MND"Scotland"
Mary's"Meals"
Maggie's"
Erskine"
Children"1st"
Chest,"Heart"&"Stroke"Scotland"
CHAS"
Alzheimer"Scotland"
0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10"
Average: 5.5 days

42. Quality of Response
Alzheimer"Scotland"
Sense"Scotland" 6" CHAS"
5"
Chest,"Heart"&"Stroke"
ScoNsh"SPCA" 4" Scotland"
3"
SCIAF" 2" Children"1st"
1"
0"
SAMH" Erskine"
Quarriers" Maggie's"
PPWH" Mary's"Meals"
NaEonal"Trust"for"Scotland" MND"Scotland"
Amnesty"
Amnesty"
Interna3onal"Ireland" 6"
World"Vision" 6" Barnardos" Oxfam" Greenpeace"
5" 5"
Unicef" Barretstown" RNIB" 4" Macmillan"
4"
3" 3"
Trócaire" 2" Bóthar" BHF" 2" CRUK"
1" 1"
0" 0"
Oxfam" CMRF" World"Vision" GOSH"
MS"Society" Concern" Unicef" NSPCC"
Irish"Red"Cross" Focus"Ireland" Save"the"Children" Red"Cross"
Irish"Heart"
Irish"Cancer"Society" SalvaFon"Army" RNLI"
Founda3on"
Ireland England

43. Breaking it down – in Scotland
Gift- Offer
In Mem Hand Hand Mention Mention Offer Offer to tell
specific Offer tribute Condolence
focus signed written cousin flowers support family
thank you s
Alzheimer
Scot          
CHAS
         
CHS Scotland
         
Children 1st
         
Erskine
– – – – – – – – – –
Maggie’s
         
Mary’s Meals
         
MND
Scotland          
Nat Trust
Scot          
PPWH
         
Quarriers
         
SAMH          
SCIAF
– – – – – – – – – –
Scottish
SPCA          
Sense
Scotland          

51. How to Care for your donors...
...with
GRACE

52. Gratitude
Recognition
Accountability
Control
Execution

53. Gratitude

55. 

“When people ask me what

 difference a donation can make, I
 reply that donations to Starship
 transform lives. Parents have told
 me with tears in their eyes what it


means to know their child is
 receiving the best possible care at


Starship.




And behind every one of these


children there are compassionate
 people like you dedicated to
 helping.
 Your donation will help Starship

support children and their families
at their moment of greatest need. It
is at these moments, when a child’s
life can hang in the balance, that

  
your donation becomes truly

 

  
transformational.”

58. s
Angel
anny’ s Little
Gr
!
!
!
!
!
!
!
!
!
! or
nny, k you f
to than
!
D ear Gra I, I wish
m ily and f socks.
f my fa ro
nb ehalf o s gift of a pai
O u rthday
your genero from bi fts from
derived gi
e gen erosity ts, and other of my
y on th tmas presen count for 85%
We rel , Chris ich ac
pr esents ti ons wh
nd rela
fr iends a eeds. getting
a
cloth ing n to wards
orking atest
child w he single gre
y grand t
I am the onl rsity which is ure career.
t unive g a fut work
place a f guaranteein g in my
means
o ouragin
v ery enc place
ness is ity
r tho ughtful rized univers
You that p
in s ecuring
cerely,
Yo urs sin
Jack.

60. Recognition

61. The Fla ttery Bath

62. “You” or “Your” is repeated
14 times on Page 1
(and donor’s name appears four times)

66. Accountability

69. “I am humbled that you took the time
“It means so much to hear how he has to write, at length, to me and I am
turned his life around” absolutely thrilled to hear all about the
improvement in Joe’s circumstances.
The token I sent was so small - I only
wish it could have been a much larger
amount”

77. Control

81. Sight 70%
Safe Birth 20%
Mobility 6%
Education 4%
2/3 donors
didn’t choose a gift

83. Execution

84. Time for another story...

85. The Wedding Guest

87. The Importance of Speed

88. First time donors who receive
a personal thank you within
48 hours
are
Four times
more likely to give again
– McConkey Johnston International UK

89. Why can’t you
thank your donors
in less than 48 hours?

90. One more ‘E’...
Excellence

91. “Enlightened Hospitality”
The emotional skill of making customers feel that
you’re on their side

92. “...sends personal handwritten letters to new
customers, welcoming them to the
company...”
All full-time staff - not just customer service
reps - are provided with customer-service
training

93. Welcome to Nordstrom
We’re glad to have you with our Company. Our number one goal is to
provide outstanding customer service. Set both your personal and
professional goals high. We have great confidence in your ability to
achieve them.
Nordstrom Rules:
Rule #1: Use best judgment in all situations. There will be no additional
rules.
Please feel free to ask your department manager, store manager, or
division general manager any question at any time.
“We can hire nice people and teach them how
to sell. But we can’t hire salespeople and teach
them how to be nice”

94. THANK YOU
damian@askdirect.ie
@damianobroin