everything tom ahern has learned

Download Everything Tom Ahern Has Learned

Post on 21-Apr-2017

2.200 views

Category:

Investor Relations

0 download

Embed Size (px)

TRANSCRIPT

  • Everything Tom Ahern Has Learned

    9/25/14 1pm EDT

    !The presentation will begin shortly.

    !For audio, dial +1 (312) 702-1380

    Use the pin 732552#

  • Before We Get Started3

    This presentation is being recorded! !

    The recording and slides will be emailed to you later this afternoon.

    !Please chat in any questions for our guest.

    We will answer them in the formal Q&A session at the end of the presentation.

    !For audio, dial +1 (312) 702-1380

    Use the pin 732552#

  • Todays Guest - Tom Ahern3

    Tom is considered one of the worlds top authorities on donor communications, consulting on and writing cases, direct mail, donor newsletters, and charitable bequests. !He specializes in applying the discoveries of psychology and neuroscience to the day-to-day business of inspiring and retaining donors. Hes written five well-received how-to books, with more in the pipeline. !His clients include the Sharp hospital system in San Diego; the Alberta Cancer Foundation; Bow Valley College; the International AIDS Vaccine Initiative; the Museum of Flight; the Texas Parks and Wildlife Foundation; the University of Chicago; Plan International; Save the Children; and SOS Childrens Villages worldwide, as well as many smaller and local nonprofits.

    For audio, dial +1 (312) 702-1380 | use the pin 732552#

  • 2014 Tom Ahern | www.AHERNCOMM.com

    Bloomerang Presents Everything Tom

    Ahern Has Learned

    4

  • The biggest almost untapped opportunity for bringing in MORE GIVING to your

    charity is through your donor communications.

    5 2014 Tom Ahern | www.AHERNCOMM.com

  • 2014 Tom Ahern | www.AHERNCOMM.com 6

  • How great the ORGANIZATION is = $4,470 in gifts

    2014 Tom Ahern | www.AHERNCOMM.com

    CORPORATE communications

    DONOR communications

    7

  • How great the ORGANIZATION is = $4,470 in gifts

    2014 Tom Ahern | www.AHERNCOMM.com

    How great the DONOR is = $49,600 in gifts

    1,000% IMPROVEMENT!!!

    8

  • Everything I thought I knew ... was wrong!!!

    9 2014 Tom Ahern | www.AHERNCOMM.com

  • 10 2014 Tom Ahern | www.AHERNCOMM.com

  • Sixty percent of our $10,000+ donors started out as regular direct-mail donors.

    Source: membership director, Heritage Foundation, 2008

    Direct mail is dead!

    11 2014 Tom Ahern | www.AHERNCOMM.com

  • Sixty percent of our $10,000+ donors started out as regular direct-mail donors.

    Source: membership director, Heritage Foundation, 2008

    Direct mail is dead!

    No. Direct mail can be a major gifts channel!

    12 2014 Tom Ahern | www.AHERNCOMM.com

  • 2% Online giving in 2013, as a percentage of the whole.

    Source: Chronicle of Philanthropy, 2014

    13 2014 Tom Ahern | www.AHERNCOMM.com

  • 2014 Tom Ahern | www.AHERNCOMM.com

    E-zine brought in just under $1k in online gifts. Our print newsletter brings in $20k per issue.

    Rob McCulloch, Ottawa Humane Society, June 2014

    14

  • Your new donor newsletter enclosed!

    15 2014 Tom Ahern | www.AHERNCOMM.com

  • Source: Jeff Brooks, June 2013

    16 2014 Tom Ahern | www.AHERNCOMM.com

  • 17 2014 Tom Ahern | www.AHERNCOMM.com

  • Ugly works. Tacky works. Corny, embarrassing, and messy all work. In print, or in digital.

    Source: Jeff Brooks, Future Fundraising Now, 2014

    18 2014 Tom Ahern | www.AHERNCOMM.com

  • 2014 Tom Ahern | www.AHERNCOMM.com

    Source: John Lepp, Agents of Good, 2014

    19

  • 2014 Tom Ahern | www.AHERNCOMM.com

    Source: John Lepp, Agents of Good, 201420

  • 2014 Tom Ahern | www.AHERNCOMM.com

    Flesch-Kincaid: 5th grade level Flesch reading ease: 82

    21

  • Why was this letter doomed to succeed?

    22 2014 Tom Ahern | www.AHERNCOMM.com

  • Flesch-Kincaid: 5th grade level Flesch reading ease: 82

    23 2014 Tom Ahern | www.AHERNCOMM.com

  • What would your DEMENTED OVERLORDS

    disapprove of?

    24 2014 Tom Ahern | www.AHERNCOMM.com

  • Flesch-Kincaid: 5th grade level Flesch reading ease: 82

    25 2014 Tom Ahern | www.AHERNCOMM.com

  • I have a Ph.D. Therefore, appeal letters over my name cannot use

    contractions.

    Dr. Actual Person, College Overlord, Wisconsin, August 2014

    26 2014 Tom Ahern | www.AHERNCOMM.com

  • Are most donor comms built to fail?

    [Indisputably.]

    27 2014 Tom Ahern | www.AHERNCOMM.com

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

    28 2014 Tom Ahern | www.AHERNCOMM.com

  • The storys about the donor ...every time someone donates to a good cause, they're buying a story, a story that's worth more than the amount they donated. It might be the story of doing the right thing, or fitting in, or pleasing a friend or honoring a memory, but the story has value. For many, it's the story of what it means to be part of a community.

    Source: Seth Godin

    29 2014 Tom Ahern | www.AHERNCOMM.com

  • Pixar Pitch !Once upon a time ________________. Every day, _______________________. One day ______________________. Because of that, ________________. Untilfinally_____________________.

    Source: Daniel Pink, To Sell Is Human, via Joanne Fritz

    A donor showed up. Someone JUST like you!

    30 2014 Tom Ahern | www.AHERNCOMM.com

  • vision enemy hero

    servedSource: Stephen Pidgeon and Tangible

    31 2014 Tom Ahern | www.AHERNCOMM.com

  • 2014 Tom Ahern | www.AHERNCOMM.com 29

    !Yes, I donate....

    Jane | Age 89 | Widowed32 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.

    Source: Stephen Pidgeon and Tangible

    Vision

    Hero

    EnemyServed

    33 2014 Tom Ahern | www.AHERNCOMM.com

  • hero defeats enemy

    34 2014 Tom Ahern | www.AHERNCOMM.com

  • donors make sad happy

    35 2014 Tom Ahern | www.AHERNCOMM.com

  • Source: NYU neuroscientist Joseph LeDoux, in Emotionomics

    Negative emotions are linked to survival and

    are much stronger.

    36 2014 Tom Ahern | www.AHERNCOMM.com

  • 37 2014 Tom Ahern | www.AHERNCOMM.com

  • Angel Aloma, ED, Food for the Poor, a $1 billion-a-year US charity fighting poverty in 17 countries.... !I went to Holland, to the IFC, to hear a very inspiring American. His name was Tom Ahern. And he truly made me internalize the meaning of donor centricity.

    38 2014 Tom Ahern | www.AHERNCOMM.com

  • 39 2014 Tom Ahern | www.AHERNCOMM.com

  • 40 2014 Tom Ahern | www.AHERNCOMM.com

  • If there are no problems to solve, donors have

    nothing to do.

    41 2014 Tom Ahern | www.AHERNCOMM.com

  • Donors:Why theyre just not that into you

    42 2014 Tom Ahern | www.AHERNCOMM.com

  • A lot of charities could be mistaken for

    egomaniacs.

    43 2014 Tom Ahern | www.AHERNCOMM.com

  • 44 2014 Tom Ahern | www.AHERNCOMM.com

  • 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

    45 2014 Tom Ahern | www.AHERNCOMM.com

  • 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

    46 2014 Tom Ahern | www.AHERNCOMM.com

  • Lucrative donor communications are

    about how wonderful the donor is, not the charity.

    47 2014 Tom Ahern | www.AHERNCOMM.com

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

    what you say.

    48 2014 Tom Ahern | www.AHERNCOMM.com

  • Youre in my home: Why are you here?

    !

    Bad guest or good?

    49 2014 Tom Ahern | www.AHERNCOMM.com

  • To make ME feel good!!!

    Important!

    Wanted!

    Needed!

    Proud of myself!

    Happy!

    Pleased!

    Entertained!Surprised!

    50 2014 Tom Ahern | www.AHERNCOMM.com

  • 51 2014 Tom Ahern | www.AHERNCOMM.com

  • 52 2014 Tom Ahern | www.AHERNCOMM.com

  • 53 2014 Tom Ahern | www.AHERNCOMM.com

  • 5154 2014 Tom Ahern | www.AHERNCOMM.com

  • Welcome to the family

    55 2014 Tom Ahern | www.AHERNCOMM.com

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

    are enclosed. Personalized, one-sided letter (for $10 gift) gushes, Ive

    just received the marvelous news youre 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 youve 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

    56 2014 Tom Ahern | www.AHERNCOMM.com

  • Fundraising is sales. You have a customer:

    the donor.57 2014 Tom Ahern | www.AHERNCOMM.com

  • Why bother? UNhappy customers

    give ELSEwhere.

    58 2014 Tom Ahern | www.AHERNCOMM.com

  • Please stop staring at my wallet. Youre making me

    uncomfortable.

    59 2014 Tom Ahern | www.AHERNCOMM.com

  • Fundraising is NOT about

    money. 2014 Tom Ahern | www.AHERNCOMM.com

    Source: Alan Clayton

    60