ahern mind dump bloomcom jan 2015

48
© 2014 Tom Ahern | www.AHERNCOMM.com 1 Bloomcom Presents All You Need to Really Know (really) [yes, really] by Tom Ahern | Jan 14, 2015

Upload: tom-ahern

Post on 14-Jul-2015

372 views

Category:

Government & Nonprofit


1 download

TRANSCRIPT

Page 1: Ahern mind dump bloomcom Jan 2015

© 2014 Tom Ahern | www.AHERNCOMM.com 1

Bloomcom Presents

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

by Tom Ahern | Jan 14, 2015

Page 2: Ahern mind dump bloomcom Jan 2015

Shanon Doolittle2

Page 3: Ahern mind dump bloomcom Jan 2015

The world’s most profitable insight:

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

3TOM AHERN © 2014

Page 4: Ahern mind dump bloomcom Jan 2015

The world’s 2nd most profitable insight:

Donor communications are a customer service experience.

4TOM AHERN © 2014

Page 5: Ahern mind dump bloomcom Jan 2015

The world’s 2nd most profitable insight:

Donor communications are a customer service experience.

5TOM AHERN © 2014

“I liked that!”“I liked that!” “I didn’t like that!”

“I didn’t like that!”

Page 6: Ahern mind dump bloomcom Jan 2015

6

The gift of joy

Page 7: Ahern mind dump bloomcom Jan 2015

7TOM AHERN © 2014

The gift of joy

Page 8: Ahern mind dump bloomcom Jan 2015

8

Editor: Michelle BrinsonTOM AHERN © 2014

The gift of joy

Page 9: Ahern mind dump bloomcom Jan 2015

What story are you telling me about me?

9TOM AHERN © 2014

Page 10: Ahern mind dump bloomcom Jan 2015

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

what you say.

© 2014 Tom Ahern | www.AHERNCOMM.com 10

Page 11: Ahern mind dump bloomcom Jan 2015

11

KINDCARING

COMPASSIONATEHELPFULFRIENDLY

FAIRHARD-WORKING

GENEROUSHONEST

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

Page 12: Ahern mind dump bloomcom Jan 2015

© 2014 Tom Ahern | www.AHERNCOMM.com 12

You’re in my home:

“Why are you here?”

Bad guest or good?

Page 13: Ahern mind dump bloomcom Jan 2015

To make ME To make ME feel good!!!feel good!!!

13© 2014 Tom Ahern | www.AHERNCOMM.com

Important!

Wanted!

Needed!

Proud of myself!

Happy!

Pleased!

Entertained!Surprised!

Page 14: Ahern mind dump bloomcom Jan 2015

18 bits of jargon to eschew

14

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

1. Capacity2. Empower3. Enhance4. Indigenous5. Partnership6. Development7. Systemic8. Community9. Innovation

10. Superlative11. Outcomes12. Support13. Sustainable14. Resources15. Dignity16. Facilitate17. Diversity18. Fostering

Tom Ahern | © 2014

Page 15: Ahern mind dump bloomcom Jan 2015

18 bits of jargon to eschew

15

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

1. Capacity2. Empower3. Enhance4. Indigenous5. Partnership6. Development7. Systemic8. Community9. Innovation

10. Superlative11. Outcomes12. Support13. Sustainable14. Resources15. Dignity16. Facilitate17. Diversity18. Fostering

Tom Ahern | © 2014

“Huh?”“Huh?”“Why are you dragging this tone-deaf, insider

rubbish into my home?”

“Why are you dragging this tone-deaf, insider

rubbish into my home?”

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

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

Page 16: Ahern mind dump bloomcom Jan 2015

You have your long story.

You have your current stories.

They are all donor stories.

16TOM AHERN © 2014

Page 17: Ahern mind dump bloomcom Jan 2015

© 2014 Tom Ahern | www.AHERNCOMM.com 17

Yes, I donate....

Jane | Age 89 | Widowed

Page 18: Ahern mind dump bloomcom Jan 2015

visionenemyhero

servedSource: Stephen Pidgeon and Tangible

18© 2014 Tom Ahern | www.AHERNCOMM.com

Page 19: Ahern mind dump bloomcom Jan 2015

visionenemyhero

servedSource: Stephen Pidgeon and Tangible

19© 2014 Tom Ahern | www.AHERNCOMM.com

Page 20: Ahern mind dump bloomcom Jan 2015

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.

© 2014 Tom Ahern | www.AHERNCOMM.com 20

Source: Stephen Pidgeon and Tangible

Vision

Hero

EnemyServed

Page 21: Ahern mind dump bloomcom Jan 2015

hero defeats enemy

21© 2014 Tom Ahern | www.AHERNCOMM.com

Page 22: Ahern mind dump bloomcom Jan 2015

22

Page 23: Ahern mind dump bloomcom Jan 2015

© 2014 Tom Ahern | www.AHERNCOMM.com 23

donors make sad happy

Page 24: Ahern mind dump bloomcom Jan 2015

“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

Page 25: Ahern mind dump bloomcom Jan 2015

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

25

Page 26: Ahern mind dump bloomcom Jan 2015

26

Joy!

Need

Joy!

© 2014 Tom Ahern | www.AHERNCOMM.com

Need

Page 27: Ahern mind dump bloomcom Jan 2015

Welcome tothe family

27TOM AHERN © 2014

Page 28: Ahern mind dump bloomcom Jan 2015

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

Page 29: Ahern mind dump bloomcom Jan 2015

29© 2014 Tom Ahern | www.AHERNCOMM.com

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

Page 30: Ahern mind dump bloomcom Jan 2015

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...

© 2014 Tom Ahern | www.AHERNCOMM.com

Page 31: Ahern mind dump bloomcom Jan 2015

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...

© 2014 Tom Ahern | www.AHERNCOMM.com

The part the charity cares about

The part the donor cares about

Page 32: Ahern mind dump bloomcom Jan 2015

32© 2014 Tom Ahern | www.AHERNCOMM.com

Page 33: Ahern mind dump bloomcom Jan 2015

And by the way...

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

You cannot flatter too much.

33© 2014 Tom Ahern | www.AHERNCOMM.com

Page 34: Ahern mind dump bloomcom Jan 2015

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.”

© 2014 Tom Ahern | www.AHERNCOMM.com

Page 35: Ahern mind dump bloomcom Jan 2015

35© 2014 Tom Ahern | www.AHERNCOMM.com

Page 36: Ahern mind dump bloomcom Jan 2015

© 2014 Tom Ahern | www.AHERNCOMM.com 36

Page 37: Ahern mind dump bloomcom Jan 2015

© 2014 Tom Ahern | www.AHERNCOMM.com 37

Page 38: Ahern mind dump bloomcom Jan 2015

© 2014 Tom Ahern | www.AHERNCOMM.com 38

Beginning of mail

End of mail

Elapsed time: 1-3 seconds

Page 39: Ahern mind dump bloomcom Jan 2015

© 2014 Tom Ahern | www.AHERNCOMM.com 39

Thousands of messages.Three piles.

1. Can’t ignore.2. Can safely ignore.

3. A bit interested.

Page 40: Ahern mind dump bloomcom Jan 2015

40TOM AHERN © 2014

Page 41: Ahern mind dump bloomcom Jan 2015

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

Page 42: Ahern mind dump bloomcom Jan 2015

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

Page 43: Ahern mind dump bloomcom Jan 2015

To some, this might come as a shock:

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

Page 44: Ahern mind dump bloomcom Jan 2015

Fundraising’s customer is the donor.

44TOM AHERN © 2014

Page 45: Ahern mind dump bloomcom Jan 2015

Unified theory of donor communications in 2 words:

Customer satisfaction

45TOM AHERN © 2014

Page 46: Ahern mind dump bloomcom Jan 2015

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

Alan Clayton most recently; from Ken Burnett; from Harold Sumption, “architect” of Oxfam

© 2014 Tom Ahern | www.AHERNCOMM.com 46

Page 47: Ahern mind dump bloomcom Jan 2015

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

uncomfortable.”

TOM AHERN © 2014 47

Page 48: Ahern mind dump bloomcom Jan 2015

48

Myfreehow-toe-newsletter…www.aherncomm.com

© 2014 Tom Ahern | www.AHERNCOMM.com

I subscribe!I subscribe!