This document discusses challenges and lessons learned in donor acquisition in Ireland. It notes that Ireland has a small population and limited data and media options compared to larger countries like the UK. However, some charities have still been able to recruit donors profitably despite these constraints. Effective messaging appeals to emotions and uses techniques like contrast, visual stimuli, self-focus, tangible examples, and stories with a clear beginning and end. A case study shows that using these types of "sticky" and emotional messages in direct mail significantly increased response rates and resulted in more new donors acquired at no net cost.
18. Insert the Donor
“You know, Christmas is a great time for
memories, isn‟t it?”
“Especially if you know someone whose life has
been affected by Alzheimer‟s disease…”
“Maybe you know someone yourself.”
21. “Researchers have demonstrated that [we] make decisions in
an emotional manner and then justify them rationally”
– Renvoisé & Morin, Neuromarketing
The most
effective
messages
appeal here
22. The Six „Old Brain‟ Stimuli
1. Self-Centred 6. Emotions
2. Contrast 5. Visual Stimuli
3. Tangible Input 4. Beginning & End
46. Helpline Number
1800 341 900
Clear, tangible, early
ask in standfirst
Content warning
Starts telling the
story…
(visual descriptions)
Emotion
Detail (credibility)
Letter mentions
“you”, “your” or
“yourself” 11 times on
46
first page.
47. “you” / “your” mentioned
a further 8 times here
Need emphasised
Deadline to build
urgency
Specific ask linked to
benefits
Personal testimony to
build credibility
47
50. Thanks
Specific examples of
what your gift will do
4th Ask
5th Ask
50
51. Data capture at top
Helpline Number
1800 341 900
Prominent reference to
€250 tax efficient giving
level
Repeat of call to action
from Margaret
51
52. Was it Sticky?
Simple? Probably Not
Unexpected? Yes
Envelope / Narrative
Concrete? Somewhat
“find the courage..”
Credible? Yes
Detailed, vivid, story
Emotional? Yes
Stories? Yes
53. The Results…
New donors recruited: 196 (30% ahead of target)
(36% more than 2009)
Average Gift: €141 (Increase of 67% on 2009)
Net cost per acquisition: €0 (down from €121 in 2009)
53
Notas do Editor
4600 signed up in 4 weeksUnprompted Gift increased by 10K per annum