1 Stephen Pidgeon Some contact details Email me stephenpidgeon gmailcom Website www stephenpidgeoncouk Rarely I tweet stephenpidge Published last Spring Four amazing facts that should change your fundraising for ever ID: 458830
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Slide1
How to love your donors (to death!)
1
Stephen PidgeonSlide2
Some contact details…
Email me: stephenpidgeon @ gmail.comWebsite: www
stephenpidgeon.co.ukRarely, I tweet: @ stephenpidge
Published last SpringSlide3
Four amazing facts that should change your fundraising for ever
Eight simple ways to love your donorsAnd a short reminder of why this could be SO profitableToday…Slide4
Fact 1
…from excellent research by Jen Shang and Professor Adrian Sargeant in 2009 - 2011Slide5
Social information increased giving from new members
(Number of Callers = 317)
Jen Shang and Adrian
Sargeant
2009 - 2011Slide6
Similarity Matters
(Mary vs.Tom, she vs. he)
‘Identity’ can be expressed in all sorts of ways: faith, where you live, age, work, pets, views….
Jen Shang and Adrian
Sargeant
2009 - 2011Slide7
Fact 2
As yet unpublished work from Professors Shang and SargeantSlide8Slide9
Fact 3
Behavioural Insights Team (2013) ‘Applying behavioural insights to charitable giving’. Cabinet Office
/Remember a CharitySlide10
A test campaign with lawyers:
Control group – no reminderTest 1 – “Would you like to leave any money to a charity in your will?”
Test 2 – “Many of our clients like to leave money to a charity in their will. Are there causes you are passionate about?
”
Interesting research
Cabinet
Office/Charities Aid
Foundation
2013 Slide11Slide12
Facts 1 – 3 illustrate…
…that giving is FAR from being a transactionMaking a donation is deeply important to the donor
Giving is NOT about money!Slide13
Fact 4
Figures in August this year from The Royal British Legion, with their kind permission
This IS about money!Slide14
Some key figures for you…Slide15
Four amazing facts that should change your fundraising for ever
Eight simple ways to love your donorsAnd a short reminder of why this could be SO profitable
Today…Slide16
Giving them moments of EMOTION
Treating them like you would treat your grand -motherLoving your donorsSlide17
That basic rule: people give to peopleWho uses the phrase…
Building emotion…
‘Please give us a donation and we will….’Slide18
That basic rule: people give to people
Engage people’s emotions before you askWe are told
Building emotion…
We must tell stories!Slide19
We ignore hundreds of stories every day
…because we are not ‘engaged’Engaging people with a written story is INCREDIBLY difficultWriting an engaging story when ten people have to approve the copy……is IMPOSSIBLE!
Telling stories is difficult…Slide20
Learning from
…two-stage recruitmentSlide21
Engage people BEFORE you ask
…and just telling stories will not engage themMy learning…Slide22
…your story must deliver DRAMA and I have to be part of it
To engage ME…This has DRAMA!Slide23Slide24
That basic rule: people give to people
Engage people’s emotions before you askBuilding Emotion…Slide25
That basic rule: people give to people
Engage people’s emotions before you askGive really good feedbackBuilding Emotion…Slide26
That basic rule: people give to people
Engage people’s emotions before you askGive really good feedbackTelephone them to say ‘thanks’
Building Emotion…Slide27
…increased Revenue Retention by:40%
That 40% increase will pay for the telephone calling 3x or 4x…or use volunteers!Telephoning to thank a new supporter…
Donor-
Centred
Fundraising
Penelope Burk, Chuck
Longfield
(Blackbaud) cited in
SOFIISlide28
That basic rule: people give to peopleEngage people’s emotions before you ask
Give really good feedbackTelephone them to say ‘thanks’
Building Emotion…
4Slide29
Giving them moments of EMOTION
Treating them like you would treat your grand -motherLoving your donorsSlide30
Do you thank them affectionately?
Loving them like your grand-mother!Slide31
From John Grain Associates…Slide32
Do you thank them affectionately?Do they know how important they are to you?
Do you really think of your donors?Slide33
Dear Mr.
Pidgeon,Forgive me writing out of the blue like this but I’ve noticed that it is five years this month, since the Irish Red Cross received your first kind donation. I do hope our records are accurate but I wanted to say how very much we’ve appreciated your support and kindness over these years.
…and that is made possible only because of steadfast kindness such as yours.
I
do thank you,
Mr.
Pidgeon and offer you my warmest wishes.
Irish Red CrossSlide34
Do you thank them affectionately?
Do they know how important they are to you?Can they choose how often you write to them?Do you really think of your donors?Slide35
Do you thank them affectionately?
Do they know how important they are to you?Can they choose how often you write to them?Do you make sure every sort of donor is catered for?
Do you really think of your donors?Slide36
Do you thank them affectionately?
Do they know how important they are to you?Can they choose how often you write to them?Do you make sure every sort of donor is catered for?
Do you really think of your donors?
8
…or do you just bang out appeals to nearly everybody on your database?Slide37
Four amazing facts that should change your fundraising for ever
Eight simple ways to love your donorsAnd a short reminder of why this could be SO profitable
Today…Slide38
This is huge money…Slide39
…you have to ask!If the relationship is right, they will see it as a privilege, a joy
If you want a gift in their will…Slide40
…you have to ask!
If the relationship is right, they will see it as a privilegeTalk about it regularly, it is completely naturalIf you want a gift in their will…Slide41
…you have to ask!
If the relationship is right, they will see it as a privilegeTalk about it regularly, it is completely natural
Invite them to hear the impact of their supportIf you want a gift in their will…Slide42
…you have to ask!If the relationship is right, they will see it as a privilege
Talk about it regularly, it is completely naturalInvite them to hear the impact of their support
If you want a gift in their will…
Legacies bring HUGE money!Slide43
This much huge money…Slide44
Four amazing facts that should change your fundraising for ever
Eight simple ways to love your donorsAnd a short reminder of why this could be SO profitableToday…
Thank you!Slide45
Some contact details…
Email me: stephenpidgeon @ gmail.comWebsite: www
stephenpidgeon.co.ukRarely, I tweet: @ stephenpidge
Available
on dsc.org.uk
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