Developing Donor-Centric Direct Response Fundraising · Relationship Marketing and Direct Response Developing Donor-Centric Direct Response Fundraising Presenters Name Leo Orland

Relationship Marketing and Direct Response

Developing Donor-Centric Direct Response Fundraising

Presenters Name Leo Orland FFIA CFRE

PlenaryThursday, 24th Feb 20112:05 – 3:05pm


The Big Question?Is it possible to be Donor-Centric and raise more money?


• Donor-Centric Fundraising is not a new idea.

BUT

• Do we practice what we preach?


How do you feel when….


Or


Where it starts

• Donor-centric fundraising is an attitude where you put the

interest of the donor first

• Even to the point where you treat every donor like they are a

major donor.


Having the right mind-set

• You don’t own the donor.

• You only own the experience with them at that given moment

in time.



Focus of this presentation• Direct response fundraising


Seven Key Challenges

• Focus on donor loyalty not on campaigns or tactics

• Communications, bonding, and giving donor choices

• Invest & treat donors in different ways

• Compelling, strong, tangible offers to your cause

• Making the donor the real hero

• Making it easy for the donor to understand your

communications


Focus on Donor Loyalty



Communications, bonding, and giving donor choices






Communication, bonding and giving donor choices cont…


Milestone Marketing Communications


Invest & treat donors in different ways

Advanced Donor Targeting

• Recency • Frequency • Amount

+• Lifecycle• Giving media• Offer preference• Creative preference• Seasonality • And more …


New Donor Cycle


Standard Appeal Pack Lift LetterAppeal Letter


Standard Appeal Pack Appeal Motivation Piece

Coupon

DLX Envelope


Major Donor Appeal Pack Stickers

Photo Card

DVD

Appeal Letter


Major Donor Appeal PackInformation Pack


Compelling, strong, tangible offers to your cause






Making the donor the real hero


Organisational Centric

“We did this. We did that. We were amazing. Oh, by the way,

thanks.”


Donor-Centric

“With your help, all these amazing things happened. And without

your help, they won’t.”


Remember…

• Being “donor-centric” is easy:

Link your donors directly to your results

• Make your donor the real hero of the story…



Everything MUST pass the “you test”


Get yourself one of these



Personalise as much as you can

• The person’s name

• The previous gift

• The pronouns “you” and “I”

• A reader’s attribute: “As a parent you know…”

• Geography: “As a resident of…”

• Hand written touches.


Personalising the ask


Making it easy for the donor to understand your communications




Recommendation



Graphic Design• Design for comprehension

• And for “Scanability”




Graphic Design – Scanability Before your letter is read line by line, the recipient skims over the whole page in one cursory glance. This results in a ‘reading curve’ with particular points which arrest the eye.


Visitor interaction with content on a siteFirst 3 seconds –

if the page is what they were

looking for & if they find it appealing

Next 8 seconds –

if the content is relevant to

what they are interested in

Next 60 seconds –

they spend being engaged

with the content. To see if sufficient content is

available for them to make a decision

Next Step–

if they have made a decision, then

they look for their desired next step on the page. Has

it been displayed clearly and is easy to locate

Yes

Yes

Yes

Visual Impression

Initial content Impression

Content engagement

CTA engagement


Keep It Simple

• Simplify Content

• Easy Navigation

• Call To Actions (CTA’s)

• Don’t tackle everything at once


Donor-centric web site

SuccessStories

Where $Are going

Results


Always Remember

• Put the donor at the centre of your fundraising

• And think about your donors’ needs not yours.


Thank You

Major SponsorsConference Partner Principal Sponsor

National Corporate Partner

Media Supporters

National Corporate Partner

National Principal Sponsorp p

FIA Corporate Supporter

Awards Sponsors

Developing Donor-Centric Direct Response Fundraising · Relationship Marketing and Direct Response Developing Donor-Centric Direct Response Fundraising Presenters Name Leo Orland

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