why your donors run away bas van breemen mindwize
TRANSCRIPT
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Why your donors run away (and what to do about it)
Berlin, april 2016
|Growth plan private persons’ fund recruitment for friendship
At Mindwize we deliver
results
Through the whole of
Europe
.. ..
With 50 specialists with a passion for
results
With one goal:
To deliver a steady flow of donations
Our donors are running away!
Help!Donor
We need to do something about it
Donor
six out of ten donors who gave last year, won’t give again
That means
This is bad!
Donor
Why is this bad?
courtesy of bloomerang
But there is a positive side to all of this
Donor
Why it’s important
Why should you do something about this?
So… why are they running away?
Donor
???
courtesy of bloomerang
§
Baby boomers (b. 1946-1964)
Matures (b. 1945 or earlier)
Gen X (b. 1965-1980)
Gen Y (b. 1981-1995)
courtesy of bloomerang
of the donors leave
because of bad communication53 } %
This is where you can step in
Let’s look at the
different components
• Show me the need, not the solution
• Tell me why you need me
• Tell me what I can do
• Show me the difference I can make
Make your donor the hero of your story
“I will only donate if you ask me; and if you show me that you need me”
Clear call to action
Make me an offer I can’t refuse
1) This is what I’m asking you today
2) These are the costs3) This is your impact
this are the costs
This is your impact
This is why we need you today
thanks to Jeff Brooks
BE URGENT!
“I will only donate if I know I can make a difference in someone else’s life”
• Tell the story of one person
• Show the need
• Show what the difference is that a donor can make in a life
• Tell how a life will be changed
Tell the story of one person
Tell the donor of the difference he/she can make
Show and tell how a life is changed
“One death is a tragedy, a million dead is a statistic”
People are more sympathetic and give more to a charity when the victim portrayed on the advertisement expresses sadness than when the victim portrayed expresses happiness or a neutral emotion…AMA Journal of Marketing Research
Online Testing 38
Case study: “Sad” vs. “Happy”
Online Testing
Case study: “Sad” vs. “Happy”“Sad” or “Pensive” imagery won hands down:
• 725% revenue increase
• 67% higher average gift
• 392% increase in conversions
39
Donating to help somebody
Pleasure
Inspiration Empowerment
Instant gratification
So thank donors:
• Quick-> within 48 hours
• Specific -> show me that you’re using my money for the reason you asked me for it (do not be general)
• Be warm and emotional -> you did something amazing!
“If you only ask me, you are not really a friend”
Did you receive my gift?
Are you grateful?
Do you use my money for the reason I gave it?
Can you make me happy with a good story?
Yes, I want to do this again!
With emotion
Specific
Quick
Be personal
• A thank you from the recipients
Surprise
Cross-media coverage
ProspectThank
you (no ask)
Welcome pack
with survey and second ask
Loyalty call
Link to website/
newsletter/Facebook
Mindwize donor journey
Best house mailing
E-mail newsletter
House House House Pre-lapsed call
Make it into a journey
Welcome pack
Sample of donor journey
“I donate to several organisations; I don’t remember ever giving to you”
• You have not made an impression
• You waited too long to talk to me (remember, a donor gets multiple asks per week)
• You haven’t shown me what impact my gift has had
Communicate more often
“One of the surprising results of my study was that opposite to what people think, charities should send out more direct mail to raise their income”
Dynamics and Competition in Charitable Giving Diepen, M. (Merel) van
Ask
Thank
Show
“Dear Mr X”
Get the basic stuff right
• Wrong name• Wrong ask(amount, subject)• No involvement of donor• General thank yous• No thank yous
• Bad complaint handling
Building donor loyalty: Adrian Sargeant and Elaine Jay
Follow this golden step-by-step approach
Ask
Show
Repeat
Thank
Clear call to action
Ask
1) I want you to do this today
2) This is why it is urgent
3) This is the difference you will make with your gift
1) Quick
Thank
2) Specific
(Look: we are using your money as we promised)
3) Personal, warm and emotional
1) Your support has changed lives
Show
2) We have done what we promised with your money
3) You make this world a better place
So what is the magic word in all of your communication?
You
The more you do this
Repeat
The more donations you will get
The deeper the relationship will be
When you are happy,
you give more
Which makes you more happy
Which makes you give more
make people happy when they give
“You are in the business of selling happiness to donors”