Why your donors run away bas van breemen mindwize

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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”

Thank

you

[email protected]