mythbusters ifc14

Download Mythbusters IFC14

Post on 23-Jun-2015

493 views

Category:

Marketing

0 download

Embed Size (px)

DESCRIPTION

Slides from my MYTHBUSTERS presentation at the International Fundraising Congress, October 2014.

TRANSCRIPT

  • 1. MYTHBUSTERS!Damian OBroinAsk Direct#ifc2014@damianobroin

2. MYTH #1Every presentation at#IFC2014 has to includethe words ice, bucketand challenge 3. MYTH #2You cant replicate theice-bucket challengeso you shouldntbother trying. 4. #icebucketchallenge 5. #icebucketchallenge 6. 47% of Rovios revenue come from licensing 7. 2013 Profit: $568 million 8. How to replicate the ice bucket challengeGuaranteed!1. Invest very heavily in idea development - properly resource innovation teams andbuy in outside expertise if necessary2. Develop a ruthless culture of fail-fast and be prepared to fail repeatedly.3. Practice Zen-like levels of patience. This could take 10 years.4. (Buy a couple of lottery tickets, just in case.)5. Implement robust online and mobile tools to be ready for when it takes off.6. Develop top-of-the class social media strategies and tactics so that you can amplifythe message when it goes viral.7. Cross your fingers.8. Sit back and wait for the money to roll in. 9. MYTH #2You cant replicate theice-bucket challengeso you shouldntbother trying. 10. MYTH #2BUSTEDYou cant replicate theice-bucket challengeso you shouldntbother trying.(Well, kind of...) 11. MYTH #3Sending thank youletters to all your donorsfor every donation is awaste of time 12. It appears no one has any empirical evidencethat thanking donors, promptly or otherwise,makes the slightest difference... 13. On average, we get more than onefifth of our net income from directmail from our thank you letters...- Angel Aloma, Food for the Poor(No ask, but envelope & reply device) 14. Test Group A Test Group BQ = 25,000 Q = 25,000ControlAdditional thank you pieceat start of year(no ask, envelope or reply device) + $450,000 in gifts 15. The closest I've come to testing that was when a client of mine accidentally turnedoff their acknowledgement program.It stayed off for about three months donors not getting any thanks for their gifts because nobody noticed.We saw retention drop during that time, and we had no idea why, until we learnedabout the missing acknowledgements.Of course, it wasn't a test with a control group, so we couldn't say for sure that notsending the receipts is what caused the drop in renewal.- Jeff Brooks, TrueSense Marketing 16. The 7 Key Drivers of Donor Commitment1. Donor perceives your organisation to be effective in trying to achieve its mission.2. Donor knows what to expect from your organisation with each interaction.3. Donor receives timely thank yous.4. Donor receives opportunities to make his or her views known.5. Donor is given the feeling that he or she is part of an important cause.6. Donor feels his or her involvement is appreciated7. Donor receives information showing who is being helped 17. The 7 Key Drivers of Donor Commitment1. Donor perceives your organisation to be effective in trying to achieve its mission.2. Donor knows what to expect from your organisation with each interaction.3. Donor receives timely thank yous.4. Donor receives opportunities to make his or her views known.5. Donor is given the feeling that he or she is part of an important cause.6. Donor feels his or her involvement is appreciated7. Donor receives information showing who is being helped 18. The 7 Key Drivers of Donor Commitment1. Donor perceives your organisation to be effective in trying to achieve its mission.2. Donor knows what to expect from your organisation with each interaction.3. Donor receives timely thank yous.4. Donor receives opportunities to make his or her views known.5. Donor is given the feeling that he or she is part of an important cause.6. Donor feels his or her involvement is appreciated7. Donor receives information showing who is being helped 19. ASKTHANKREPORT 20. Whos saying thank you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