© Richard M Pordes LLCMaster Class on Donor Acquisition and Retention - Part 1 Find and Acquire23rd December 2011, India Islamic Cultural Centre, New Delhi 1

WORKSHOP ON DONOR ACQUISITION AND RETENTION

PART IFinding and Acquiring lifetime donors

in an age of suspicion and multi-channel communication

© Richard M Pordes LLCMaster Class on Donor Acquisition and Retention - Part 1 Find and Acquire23rd December 2011, India Islamic Cultural Centre, New Delhi 2

IntroductionThis master class is mainly about communication: communication for fundraising, not for informationThis master class is not just about direct mail. Most examples are from direct mail, but applies almost equally to face-to-face, telemarketing and internet.This master class is not about fundraising in India. It is about donors everywhere. There are some differences.

© Richard M Pordes LLCMaster Class on Donor Acquisition and Retention - Part 1 Find and Acquire23rd December 2011, India Islamic Cultural Centre, New Delhi 3

Five Rules

No note taking…only to write down questions. Questions at any timeDiscussion is invited. Contribute what you know or believeTell me when you think I am wrong

© Richard M Pordes LLCMaster Class on Donor Acquisition and Retention - Part 1 Find and Acquire23rd December 2011, India Islamic Cultural Centre, New Delhi 4

Basics1. Planning2. Searching3. Acquiring (Recruiting)4. Welcoming5. Reporting6. Renewing7. Upgrading8. Converting9. Reinstating10. Evaluating

© Richard M Pordes LLCMaster Class on Donor Acquisition and Retention - Part 1 Find and Acquire23rd December 2011, India Islamic Cultural Centre, New Delhi 5

Highlights1. Why is everyone so suspicious?2. How do we fight suspicion?3. Emotions vs. Reason4. Pig in the Middle5. Credibility and “Verisimilitude” 6. Getting people’s Attention7. Provoking Interest8. Creating Desire9. From Desire to Action10.Some Abbreviations about

Communications

© Richard M Pordes LLCMaster Class on Donor Acquisition and Retention - Part 1 Find and Acquire23rd December 2011, India Islamic Cultural Centre, New Delhi 6

1. Why is everyone so suspicious (and maybe also cynical)?

General uncertainty resulting from speed of change in all countriesPublicity given to corruption in many sectors of society.Lack of concrete results from years of investment in development.Bad experiences dealing with NGOs they have supported?Poor servicing of donors by NGOs?Low overall expectations of performance by NGOs

© Richard M Pordes LLCMaster Class on Donor Acquisition and Retention - Part 1 Find and Acquire23rd December 2011, India Islamic Cultural Centre, New Delhi 7

2. How do we fight it?Thank donors within 48 hours of receiving a donation.

Put the donor in the spotlight. Everyone is interested in “me”.Communicate our successes more effectivelyMove from impulse giving to relationship givingGive donors more opportunities to take control of the relationshipJust forget about the skeptics? We only need 1 of 100 people to succeed

© Richard M Pordes LLCMaster Class on Donor Acquisition and Retention - Part 1 Find and Acquire23rd December 2011, India Islamic Cultural Centre, New Delhi 8

Why most fundraising doesn’t work(Katya’s Non Profit Marketing Blog)

1. We’re not our audience If an appeal appeals to you, question it. Is it

also going to appeal to your audience?

2. Our audience doesn’t think like us Do you explain what you do as you think (from

the inside of your organization out) or as your audience thinks (from the outside in)?

3. Our audience doesn’t take action without guidance Don’t assume people know how to help.

Ask clearly and boldly. Guide them to action.

© Richard M Pordes LLCMaster Class on Donor Acquisition and Retention - Part 1 Find and Acquire23rd December 2011, India Islamic Cultural Centre, New Delhi 9

3. Emotion vs. Reason

People give from emotions, not reason.Don’t explain the need for support! Show the need for support!Donors don’t want to know how; donors want to know why.Numbers do not raise emotions; stories do.

OR

What works?

HEART MIND

© Richard M Pordes LLCMaster Class on Donor Acquisition and Retention - Part 1 Find and Acquire23rd December 2011, India Islamic Cultural Centre, New Delhi 10

4. Pig in the middle

Do you remember the children’s game called “Pig in the middle”?Two players matter most: the donor and the beneficiary. NGO must stay in background.Make sure the donor is the hero, not your NGO.Bring your beneficiary in virtual touch with your donor.Whether it is in the newsletter or in the appeal or in your annual report, avoid too many facts, numbers and jargon. Put the donor in command.

© Richard M Pordes LLCMaster Class on Donor Acquisition and Retention - Part 1 Find and Acquire23rd December 2011, India Islamic Cultural Centre, New Delhi 11

Exercise

Imagine you are writing to a group of people asking them to support your cause.Write down in 2-3 sentences, why you think they should be supporting your organization.

© Richard M Pordes LLCMaster Class on Donor Acquisition and Retention - Part 1 Find and Acquire23rd December 2011, India Islamic Cultural Centre, New Delhi 12

Evaluation

Did you use emotions to describe your cause?How many times did you use the word you?Did you use five letter words or less?Did you use five-word sentences or less?Did you stress achievements rather than actions?Did you explain the benefit to the donor?

© Richard M Pordes LLCMaster Class on Donor Acquisition and Retention - Part 1 Find and Acquire23rd December 2011, India Islamic Cultural Centre, New Delhi 13

5. Credibility and “Verisimilitude”Herschell Gordon LewisWorld’s greatest living copywriter

Beware the “Pro Bono” Trojan Horse!Run like mad from “generous” advertising agencies.Things that have been told to me in India

“I never read long letters”. (True, but irrelevant)“People do not commit to monthly donations in India”(Not true. At least 5% do. Often many more.)“People want to know that we spend only 5% on costs”.(True. But we need to remind them that performance matters more.)

© Richard M Pordes LLCMaster Class on Donor Acquisition and Retention - Part 1 Find and Acquire23rd December 2011, India Islamic Cultural Centre, New Delhi 14

6. Getting Attention“Surprise me! Tell me something new!”What are the Two most popular words in advertising?

and “You”

Premium or not? Good and bad premiums.Use a “Memorable Package”. People will remember it – and you.Use teaser copy that teasesDo you want many small donors or fewer big ones?If you want “upscale” donors, use an “upscale package”.

© Richard M Pordes LLCMaster Class on Donor Acquisition and Retention - Part 1 Find and Acquire23rd December 2011, India Islamic Cultural Centre, New Delhi 15

Four Reasons Why Donors Might Not Read Your Fundraising Letter

(from Futurefundraising now.com)

You start out by talking about your organizationYour letter doesn’t look and “feel” personalYour letter sounds like it was written, not spoken.Your letter cannot be easily “skimmed”

© Richard M Pordes LLCMaster Class on Donor Acquisition and Retention - Part 1 Find and Acquire23rd December 2011, India Islamic Cultural Centre, New Delhi 16

7. Developing Interest

“Tell me a story!”About something I care aboutAbout something I don’t already know.No matter how sophisticated we are, we all love a little bit of gossip, but only about something that we can identify with.

© Richard M Pordes LLCMaster Class on Donor Acquisition and Retention - Part 1 Find and Acquire23rd December 2011, India Islamic Cultural Centre, New Delhi 17

8. Generating DesireEvery acquisition device, whether a letter, a phone call or a face-to-face conversation, must generate the desire to help.There are 135 emotional triggers that can generate desire to help. Among them are:

EMOTION CAUSEAnger Human Rights

Exclusivity Art, Theater or MusicFear Cancer, Heart Disease

Flattery Named Hospital WingGreed Any premium/giftGuilt Poverty

Salvation Religion

© Richard M Pordes LLCMaster Class on Donor Acquisition and Retention - Part 1 Find and Acquire23rd December 2011, India Islamic Cultural Centre, New Delhi 18

What Makes People Give?

In Advertising: “Attributes inform. Benefits convince.”

In Fundraising: “Activities tell. Accomplishments sell.”

© Richard M Pordes LLCMaster Class on Donor Acquisition and Retention - Part 1 Find and Acquire23rd December 2011, India Islamic Cultural Centre, New Delhi 19

9. Moving to Action“Emotional Twin Sets” - Proposed by Tom Ahern

(World’s 2nd greatest copywriter)

What we feel How we can change itAnger (Injustice) Retribution (Justice)

Fear (e.g. of Cancer) Hope (Cure)Disgust (Cruelty to

Animals)Exhilaration (Save)

Flattery (I am great) Exclusivity (Elite Group)

Greed (I have so much)

Sharing (By Giving)

Guilt (I have too much)

Relief (By Giving)

Duty Salvation

© Richard M Pordes LLCMaster Class on Donor Acquisition and Retention - Part 1 Find and Acquire23rd December 2011, India Islamic Cultural Centre, New Delhi 20

SOME ABBREVIATIONS WORTH KNOWING

K.I.S.S. Keep It Simple, Stupid

E.C. Eye Contact

M.E.G.O Mine Eyes Glaze over

A.I.D.A. Attention, Interest, Desire, Action

A.N.I. Action Not Information

© Richard M Pordes LLCMaster Class on Donor Acquisition and Retention - Part 1 Find and Acquire23rd December 2011, India Islamic Cultural Centre, New Delhi 21

Discussion

Read the two letters you have been given.Which one do you find easier to read?Which one would you be more likely to respond to?Which do you think is the better fundraising letter?

© Richard M Pordes LLCMaster Class on Donor Acquisition and Retention - Part 1 Find and Acquire23rd December 2011, India Islamic Cultural Centre, New Delhi 2222

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