ahern mind dump bloomcom jan 2015
TRANSCRIPT
© 2014 Tom Ahern | www.AHERNCOMM.com 1
Bloomcom 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 liked that!” “I didn’t like that!”
“I didn’t like that!”
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The gift of joy
7TOM AHERN © 2014
The gift of joy
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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.
© 2014 Tom Ahern | www.AHERNCOMM.com 10
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KINDCARING
COMPASSIONATEHELPFULFRIENDLY
FAIRHARD-WORKING
GENEROUSHONEST
Source: psychologist Jen Shang, quoted in the NY Times 2012
© 2014 Tom Ahern | www.AHERNCOMM.com 12
You’re in my home:
“Why are you here?”
Bad guest or good?
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!
18 bits of jargon to eschew
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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
18 bits of jargon to eschew
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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!”
You have your long story.
You have your current stories.
They are all donor stories.
16TOM AHERN © 2014
© 2014 Tom Ahern | www.AHERNCOMM.com 17
Yes, I donate....
Jane | Age 89 | Widowed
visionenemyhero
servedSource: Stephen Pidgeon and Tangible
18© 2014 Tom Ahern | www.AHERNCOMM.com
visionenemyhero
servedSource: Stephen Pidgeon and Tangible
19© 2014 Tom Ahern | www.AHERNCOMM.com
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
hero defeats enemy
21© 2014 Tom Ahern | www.AHERNCOMM.com
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© 2014 Tom Ahern | www.AHERNCOMM.com 23
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.
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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.
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Joy!
Need
Joy!
© 2014 Tom Ahern | www.AHERNCOMM.com
Need
Welcome tothe 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
29© 2014 Tom Ahern | www.AHERNCOMM.com
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.
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The virtuous circle...
© 2014 Tom Ahern | www.AHERNCOMM.com
Appeals, thanks, & newsletters work together.
You ask. You thank. You report.You ask. You thank. You report.You ask. You thank. You report.
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The virtuous circle...
© 2014 Tom Ahern | www.AHERNCOMM.com
The part the charity cares about
The part the donor cares about
32© 2014 Tom Ahern | www.AHERNCOMM.com
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
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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
35© 2014 Tom Ahern | www.AHERNCOMM.com
© 2014 Tom Ahern | www.AHERNCOMM.com 36
© 2014 Tom Ahern | www.AHERNCOMM.com 37
© 2014 Tom Ahern | www.AHERNCOMM.com 38
Beginning of mail
End of mail
Elapsed time: 1-3 seconds
© 2014 Tom Ahern | www.AHERNCOMM.com 39
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
© 2014 Tom Ahern | www.AHERNCOMM.com 46
“Please stop staring at my wallet. You’re making me
uncomfortable.”
TOM AHERN © 2014 47
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Myfreehow-toe-newsletter…www.aherncomm.com
© 2014 Tom Ahern | www.AHERNCOMM.com
I subscribe!I subscribe!