BloomCon 2015 - Tom Ahern

© 2014 Tom Ahern | www.AHERNCOMM.com 1

BloomCon Presents

All You Need to Really Know(really) [yes, really]

by Tom Ahern | Jan 14, 2015

Shanon Doolittle2

The world’s most profitable insight:

Donor communications aren’t really about your organization. They’re really about the donor.

3TOM AHERN © 2014

The world’s 2nd most profitable insight:

Donor communications are a customer service experience.

4TOM AHERN © 2014

The world’s 2nd most profitable insight:

Donor communications are a customer service experience.

5TOM AHERN © 2014

“I liked that!” “I didn’t like that!”

6

The gift of joy

7TOM AHERN © 2014

The gift of joy

8

Editor: Michelle BrinsonTOM AHERN © 2014

The gift of joy

What story are you telling me about me?

9TOM AHERN © 2014

Communications are a mirror held up to donors. They see themselves in

what you say.


11

KINDCARING

COMPASSIONATEHELPFUL FRIENDLY

FAIR HARD-WORKING

GENEROUS HONEST

Source: psychologist Jen Shang, quoted in the NY Times 2012


You’re in my home:

“Why are you here?” Bad guest or good?

To make ME feel good!!!

13© 2014 Tom Ahern | www.AHERNCOMM.com

Important!

Wanted!

Needed!

Proud of myself!

Happy!

Pleased!

Entertained!Surprised!

18 bits of jargon to eschew

14

Source: Katya Andresen, Nonprofit Marketing Blog, Network for Good

1. Capacity2. Empower3. Enhance4. Indigenous5. Partnership 6. Development 7. Systemic8. Community 9. Innovation

10. Superlative 11. Outcomes12. Support 13. Sustainable 14. Resources 15. Dignity16. Facilitate 17. Diversity 18. Fostering

Tom Ahern | © 2014

18 bits of jargon to eschew

15

Source: Katya Andresen, Nonprofit Marketing Blog, Network for Good

1. Capacity2. Empower3. Enhance4. Indigenous5. Partnership 6. Development 7. Systemic8. Community 9. Innovation

10. Superlative 11. Outcomes12. Support 13. Sustainable 14. Resources 15. Dignity16. Facilitate 17. Diversity 18. Fostering

Tom Ahern | © 2014

“Huh?”“Why are you dragging this tone-

deaf, insider rubbish into my home?”

“Can’t you please understand? Jargon prevents empathy!”

You have your long story.

You have your current stories.

They are all donor stories.

16TOM AHERN © 2014


Yes, I donate....

Jane | Age 89 | Widowed

vision enemy hero

servedSource: Stephen Pidgeon and Tangible


vision enemy hero

servedSource: Stephen Pidgeon and Tangible


Every 15 minutes someone in the UK begins to lose their sight. Today, with your help, we can give them the practical support needed to rebuild their shattered lives.


Source: Stephen Pidgeon and Tangible

Vision

Hero

EnemyServed

hero defeats enemy


22


donors make sad happy

“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.

24

Source: Neurologist and psychiatrist Viktor Frankl, via the For Impact blog

© 2014 Tom Ahern | www.AHERNCOMM.com

If there are no problems to solve, donors have nothing to do.

25

26

Joy!

Need

Joy!


Need

Welcome to the family

27TOM AHERN © 2014

St. Jude’s welcome package• #10 envelope: THANKS! Your St. Jude welcome materials

are enclosed. • Personalized, one-sided letter (for $10 gift) gushes, “I’ve

just received the marvelous news – you’re the newest member of the St. Jude family.” Marlo Thomas

• P.S.: “I know there are many worthy charities that ask for your help. Please know how honored we are that you’ve chosen to support the work of St. Jude.”

• Inserts: thank you from patient, thank you from parent, small notepad, reply slip with a gentle ask for “extra gift”

28© Tom Ahern | © 2013


70+% of first-time donors in the U.S. do NOT make a second gift.

Appeals, thanks, & newsletters work together. You ask. You thank. You report. You ask. You thank. You report. You ask. You thank. You report.

30

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.

31

The virtuous circle...


The part the charity cares about

The part the donor cares about


And by the way...

You ask (and flatter). You thank (and flatter). You report (and flatter).

You cannot flatter too much.


34

Source: Neuromarketing blog

“Even when people perceive that flattery is insincere, that flattery can still leave a lasting and positive impression of the flatterer.”






Beginning of mail

End of mail

Elapsed time: 1-3 seconds


Thousands of messages. Three piles.

1. Can’t ignore.

2. Can safely ignore. 3. A bit interested.

40TOM AHERN © 2014

ABOUT US

ABOUT US

ABOUT US

ABOUT US

ABOUT USABOUT US

ABOUT US ABOUT US

ABOUT US

ABOUT USABOUT US

ABOUT US

ABOUT US ABOUT US ABOUT US

41TOM AHERN © 2014

ABOUT US

ABOUT US

ABOUT US

ABOUT US

ABOUT USABOUT US

ABOUT US ABOUT US

ABOUT US

ABOUT USABOUT US

ABOUT US

ABOUT US ABOUT US ABOUT US

ABOUT THE DONOR

42TOM AHERN © 2014

To some, this might come as a shock:

You’re in sales.43© 2014 Tom Ahern | www.AHERNCOMM.com

Fundraising’s customer is the donor.

44TOM AHERN © 2014

Unified theory of donor communications in 2 words:

Customer satisfaction

45TOM AHERN © 2014

“Fundraisin’s no aboot the Munnie, Lassie!”

Alan Clayton most recently; from Ken Burnett; from Harold

Sumption, “architect” of Oxfam


“Please stop staring at my wallet. You’re making me

uncomfortable.”

TOM AHERN © 2014 47

48

My free how-to e-newsletter… www.aherncomm.com


I subscribe!

BloomCon 2015 - Tom Ahern

Government & Nonprofit

family27tom ahern

gift of joy7tom ahern

michelle brinsontom

donor communications

donor stories

stephen pidgeon

profitable insight

bits of jargon