4. To us...
• Literally – it is about ‘stewarding our donors’
• ‘Moving our donors through a journey with us’
Kathy Allen Freelance Marketing
5. What do you think it means?
• Well, we are trying to get them to give again
• We want to ask them for more
• We are trying to give them an experience
• We are trying to make them feel good
Making their life happy
through their experience with us.
Kathy Allen Freelance Marketing
6. What does it mean to a donor?
If you were a donor how would you think of
what is happening
when you hear from a charity?
You probably wouldn’t consider yourself to be
‘stewarded’ or
‘moved through a journey’
Kathy Allen Freelance Marketing
7. You would probably say things like...
Ah, that’s nice, that charity I support just
called me to say thank you.
Do you know, the other day I got a little card
from the kid I sponsor in Africa.
Kathy Allen Freelance Marketing
8. Surely it’s about raising more money?
There are two ways to get more money:
Ask more people
Ask the same people for more
Kathy Allen Freelance Marketing
10. So, how do we give that to our
donors without a physical pat on the
back?
Kathy Allen Freelance Marketing
11. • Thank you letters
• Phone calls
• Hand written notes
• Photos
• Telling them stories that are relevant and
moving
Kathy Allen Freelance Marketing
17. Quick challenge
• Create a 6 sec vine
• Groups
• Choose one charity
• Make a 6 sec vine on paper
• Show it to the rest of us
Kathy Allen Freelance Marketing
34. How you answer the mainline phone number
Everything everyone in the organisation says
and does.
You are 24 hour advocates
Kathy Allen Freelance Marketing
35. Every touch point that a donor can have, has the
potential to be amazing, and give them the
experience that means they will support
again...and stay with you long term.
Kathy Allen Freelance Marketing
36. How is this for an analogy?
Kathy Allen Freelance Marketing
40. Stewardship: How do we measure it?
• Attrition/retention – make sure your database
can measure this
• Anecdotal – what have you received from
supporters
• Lifetime value – measuring the value of one
donor over the course of their lifetime
Kathy Allen Freelance Marketing
41. Ok, so where is the evidence that
doing all this, works?
Kathy Allen Freelance Marketing
48. Overall AICR retain 80% of their donors
With only 2% dropping out each year
Kathy Allen Freelance Marketing
49. Impact
• In last 3 years, additional £3.38m income,
£4.04m including Gift Aid
• Reduce attrition by 0.5%
• = £100,000 for them
• = another grant funded
• What would it mean for you?
Kathy Allen Freelance Marketing
50.
51.
52.
53.
54.
55.
56.
57. Impact
• With the money boxes they are also seeing donor
retention around about 80% in the first year and
only 1% dropping out each year.
Across the board
• Attrition was 52%
• Changes to their comms and increased the
number of channels being used
• Now 27%
Kathy Allen Freelance Marketing
61. Kilbryde hospice firewalk
• Took a big idea and made it work for a small
local charity
• 25 fundraisers took part (200 friends and
family)
• Local press, TV
• Online community
• Raised £6,500
• £243 av. per person
Kathy Allen Freelance Marketing
62. Impact
15 Firewalkers engaged with them on social
media. They generated an average gift of
£305.
10 Firewalkers who never shared or engaged
with them on social media.
They generated an average gift of £198.
Kathy Allen Freelance Marketing
65. Remember this about the return
You spend most of the money up front to get
them, but perhaps worrying about spending
money on keeping them.
If they are giving £100 per year, then the small
amount of money for something on social
media, an email, or even a phone call several
times a year is definitely worth it
Kathy Allen Freelance Marketing
66. Other easy things to remember
• Try to get a good feeling/experience
• Every contact should be emotional -
communicate with emotion and passion
• Tell a personal story
• Don’t talk about the organisation
• Talk about the impact through stories
Kathy Allen Freelance Marketing
67. The one we all talk about, but yet it is
still happening...
“I got a letter the other day addressed ‘Dear
supporter’, I’ve given thousands and they
can’t even be bothered to find my name”.
Kathy Allen Freelance Marketing
68. ‘Building donor
loyalty is the single
biggest challenge
facing our sector
today.’
Professor Adrian Sargeant
69. Sources and thanks
• charitychap.com
• fundraisingdetective.com
• Stuart Glen at Kilbryde hospice @stuglen
• All the other charities mentioned
Kathy Allen Freelance Marketing
71. Making it happen for
influential fundraisers
07894 980 279
kathyallen6@me.com
@kathyallen
Notas do Editor
So here we are at... Is it going well so far?I’m Kathy and I am the Chair of the London region IoF groupI also have been in fundraising agencies for 13 yearsI am motivated to make my life the best it can be and have amazing experiences, who is with me on this? Put your hand up if you do not want to have a good and happy life? (No hands go up)That’s good, I’d be worried if some one did put there hand up there!We have a connection, we all want to be happy. Not just us in this room but everyone in the worldDonors are part of this group looking for happiness.So I suggest that our job is to be part of making their life happy through their experience with us.
Some how we have developed some buzz words like donor centric, supporter journey, stewardship. Don’t get me wrong I use these words too but what do they actually mean?
But what does THAT mean? Let’s drill it down and try and find the real meaning
We assume people want to giveBut if they are going to keep giving, we need to do more than just ASKKeep them motivatedGive them a good feeling when they do something amazing Make a donation,get involved in an event, tell their neighbour about youExample – when you were a kid and your mum said well done to something.... Praise, recognition, pride, physically what happens isendorphines zoom up into your to your brain
Or how about this for an idea?
Twitters new micro blogging video app called Vine6 sec video filmed by you on a phone and it runs on a loopHow good is this for quick interactive ways to engage with a donorUsing video brings you aliveYou can make it personal in the same way you would respond with a tweet or a personal letterHere is a few more.
15 mins to create and report back
Thank you letters
Welcome packs
Thank yous
Welcome packs
Social media
AICR made a story book of real people who had survived or family members who had not, they sent it to all their legacy prospects and ask them if they had a story
Random acts of kindness or MAGICWhat can you do that could be seen a little bit special to the donorSend them something on their birthdayFind out any important info about them, note it down and relay it back to them another timeWhat about if you have just heard a success story from one of your projects, tell all your donors about it. This can work well for major donors where you might have less people to look after than in the individual giving team. How many people look after high value or major donors?Small charity or small no of donors – opportunityRecent, real and relevant, they will love it.
Cash donors, monthly regular givers - newsletters social mediaMajor donor - personal phone call from the CEO or a beneficiary might be appropriateCorporate – reminder of when they took part in an event, and its one year onThat is all outgoing What about incoming?
Answering a query or complaint personallyIt is important to the donor to be heardOf course a complaint can be flipped and seen as opportunity. If they complain it means they care and so you might find it easy to bring them around and gain back their support. Listening is a great skill in these circumstances
I would also suggest it is about how..People are going out socially with their friends, perhaps at a dinner party. They are going to tell people where they work or volunteer for. Everyone they speak to is a potential donor to your cause.
I think we can liken this to our personal relationships
What is lifetime value, what does it mean?
AICR recruit and maintain most of their regular supporters through multiple channels and they have the best retention of their supporters at over 80% year on year.HMB for example has lots of touch points through phone and mail. Slow burn, lots of stories, options on how I support.
I get a newsletter updating me on the all the fab work.
If you compare that to other methods at just 65% retention, this means they can save even more lives from cancer
Merlin a small international development charity, are great at their donor engagement. They are using money boxes, emails, social media, events – (the plumpy nut challenge) to get their donors involved.
Kilbryde hospice firewalk
Bread and butter community and events fundraising. Kept it cheap by using social media to engage with fundraisersStewardship = Event march, launched on twitter in Dec to recruit but from Jan it switched to stewardship to talk to the fundraisers and encourage to join the online communityTold stories of the fundrasiers through:TwitterFacebookSpotify play list that had a fire theme – friends could recommend songs to be added to the play listAfterwards as well they had chilli chocolate that had been donated from Hotel Chocolat, which the FR loved
Alison Martin nominated Sane for their great stewardship when she did a run for them:I recently took part in the Great South Run for SANE, the mental health charity. From the first point of contact they were quick and friendly with email responses and in sending promised resources. They offered me a range of publicity materials, but sent only what I'd asked for (so no wastage in terms of postage or resources).I was mainly raising funds via Just Giving on Facebook and when I 'tagged' SANE they kindly shared the post and thanked me for fundraising. After the event I received a (prompt!) thank you letter which included the amount raised on my JG site (at the time), including mention of the offline amount and the Gift Aid. I'm sure it was a standard TQ letter, but it was personalised to a level I was more than happy with.A week or so after the event (and after me harassing more friends/family for donations!) I was thrilled to be pictured on SANE's FB page, with a gold star around my picture, being named as 'Fundraiser of the Week'! It didn't cost SANE much to use/edit my photo, but it's bought them an awful lot of supporter loyalty from me, and I've been singing their praises to anyone who'll listen so it's also got them a fair bit of word-of-mouth promotion...
Connecting donor with the beneficiary. You are the vehicle to get from where they are right now to understanding the impact they are having.
If there is one thing you take away from this and can do from tomorrow, please refer to your donors by name in any letters you send out.