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Ahern mind dump bloomcom Jan 2015

Tom Ahern explains his unified theory of donor communications. Translated from the Scottish.

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Ahern mind dump bloomcom Jan 2015

  1. 1. © 2014 Tom Ahern | www.AHERNCOMM.com 1 Bloomcom Presents All You Need to Really Know (really) [yes, really] by Tom Ahern | Jan 14, 2015
  2. 2. Shanon Doolittle 2
  3. 3. The world’s most profitable insight: Donor communications aren’t really about your organization. They’re really about the donor. 3TOM AHERN © 2014
  4. 4. The world’s 2nd most profitable insight: Donor communications are a customer service experience. 4TOM AHERN © 2014
  5. 5. The world’s 2nd most profitable insight: Donor communications are a customer service experience. 5TOM AHERN © 2014 “I liked that!”“I liked that!” “I didn’t like that!” “I didn’t like that!”
  6. 6. 6 The gift of joy
  7. 7. 7TOM AHERN © 2014 The gift of joy
  8. 8. 8 Editor: Michelle Brinson TOM AHERN © 2014 The gift of joy
  9. 9. What story are you telling me about me? 9TOM AHERN © 2014
  10. 10. Communications are a mirror held up to donors. They see themselves in what you say. © 2014 Tom Ahern | www.AHERNCOMM.com 10
  11. 11. 11 KIND CARING COMPASSIONATE HELPFUL FRIENDLY FAIR HARD-WORKING GENEROUS HONEST Source: psychologist Jen Shang, quoted in the NY Times 2012
  12. 12. © 2014 Tom Ahern | www.AHERNCOMM.com 12 You’re in my home: “Why are you here?” Bad guest or good?
  13. 13. To make METo make ME feel good!!!feel good!!! 13© 2014 Tom Ahern | www.AHERNCOMM.com Important! Wanted! Needed! Proud of myself! Happy! Pleased! Entertained!Surprised!
  14. 14. 18 bits of jargon to eschew 14 Source: Katya Andresen, Nonprofit Marketing Blog, Network for Good 1. Capacity
2. Empower
3. Enhance4. Indigenous
5. Par
tner
s
hip6. Development7. Sy
s
temic8. Community
 9. Innovation 10. Super
lative11. Outcomes
12. Suppor
t13. Sus
tainable14. Res
our
ces
15. Dignity
16. Facilitate17. Diver
s
ity
18. Fos
ter
ing Tom Ahern | © 2014
  15. 15. 18 bits of jargon to eschew 15 Source: Katya Andresen, Nonprofit Marketing Blog, Network for Good 1. Capacity
2. Empower
3. Enhance4. Indigenous
5. Par
tner
s
hip6. Development7. Sy
s
temic8. Community
 9. Innovation 10. Super
lative11. Outcomes
12. Suppor
t13. Sus
tainable14. Res
our
ces
15. Dignity
16. Facilitate17. Diver
s
ity
18. Fos
ter
ing Tom Ahern | © 2014 “Huh?”“Huh?” “Why are you dragging this tone-deaf, insider rubbish into my home?” “Why are you dragging this tone-deaf, insider rubbish into my home?” “Can’t you please understand? Jargon prevents empathy!” “Can’t you please understand? Jargon prevents empathy!”
  16. 16. You have your long story. You have your current stories. They are all donor stories. 16TOM AHERN © 2014
  17. 17. © 2014 Tom Ahern | www.AHERNCOMM.com 17 Yes, I donate.... Jane | Age 89 | Widowed
  18. 18. vision enemy hero served Source: Stephen Pidgeon and Tangible 18© 2014 Tom Ahern | www.AHERNCOMM.com
  19. 19. vision enemy hero served Source: Stephen Pidgeon and Tangible 19© 2014 Tom Ahern | www.AHERNCOMM.com
  20. 20. 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. © 2014 Tom Ahern | www.AHERNCOMM.com 20 Source: Stephen Pidgeon and Tangible Vis
ion Her
o Enemy
Ser
ved
  21. 21. hero defeats enemy 21© 2014 Tom Ahern | www.AHERNCOMM.com
  22. 22. 22
  23. 23. © 2014 Tom Ahern | www.AHERNCOMM.com 23 donors make sad happy
  24. 24. “Humans are driven by a will to establish meaning in their lives. They need purpose.” That’s your real job, in donor communications: to bestow purpose in exchange for support. 24 Source: Neurologist and psychiatrist Viktor Frankl, via the For Impact blog © 2014 Tom Ahern | www.AHERNCOMM.com
  25. 25. If there are no problems to solve, donors have nothing to do. 25
  26. 26. 26 Joy! Need Joy! © 2014 Tom Ahern | www.AHERNCOMM.com Need
  27. 27. Welcome to the family 27TOM AHERN © 2014
  28. 28. St. Jude’s welcome package • #10 envelope: THANKS! Your St. Jude welcome materials are enclosed. • Personalized, one-sided letter (for $10 gift) gushes, “I’ve just received the marvelous news – you’re 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 you’ve 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” 28© Tom Ahern | © 2013
  29. 29. 29© 2014 Tom Ahern | www.AHERNCOMM.com 70+% of first-time donors in the U.S. do NOT make a second gift.
  30. 30. Appeals, thanks, & newsletters work together. You ask. You thank. You report. You ask. You thank. You report. You ask. You thank. You report. 30 The virtuous circle... © 2014 Tom Ahern | www.AHERNCOMM.com
  31. 31. Appeals, thanks, & newsletters work together. You ask. You thank. You report. You ask. You thank. You report. You ask. You thank. You report. 31 The virtuous circle... © 2014 Tom Ahern | www.AHERNCOMM.com The part the charity cares about The part the donor cares about
  32. 32. 32© 2014 Tom Ahern | www.AHERNCOMM.com
  33. 33. And by the way... You ask (and flatter). You thank (and flatter). You report (and flatter). You cannot flatter too much. 33© 2014 Tom Ahern | www.AHERNCOMM.com
  34. 34. 34 Source: Neuromarketing blog “Even when people perceive that flattery is insincere, that flattery can still leave a lasting and positive impression of the flatterer.” © 2014 Tom Ahern | www.AHERNCOMM.com
  35. 35. 35© 2014 Tom Ahern | www.AHERNCOMM.com
  36. 36. © 2014 Tom Ahern | www.AHERNCOMM.com 36
  37. 37. © 2014 Tom Ahern | www.AHERNCOMM.com 37
  38. 38. © 2014 Tom Ahern | www.AHERNCOMM.com 38 Beginning of mail End of mail Elapsed time: 1-3 seconds
  39. 39. © 2014 Tom Ahern | www.AHERNCOMM.com 39 Thousands of messages. Three piles. 1. Can’t ignore. 2. Can safely ignore. 3. A bit interested.
  40. 40. 40TOM AHERN © 2014
  41. 41. ABOUT US ABOUT US ABOUT US ABOUT US ABOUT USABOUT US ABOUT US ABOUT US ABOUT US ABOUT US ABOUT US ABOUT US ABOUT US ABOUT US ABOUT US 41TOM AHERN © 2014
  42. 42. ABOUT US ABOUT US ABOUT US ABOUT US ABOUT USABOUT US ABOUT US ABOUT US ABOUT US ABOUT US ABOUT US ABOUT US ABOUT US ABOUT US ABOUT US ABOUT THE DONOR 42TOM AHERN © 2014
  43. 43. To some, this might come as a shock: You’re in sales. 43© 2014 Tom Ahern | www.AHERNCOMM.com
  44. 44. Fundraising’s customer is the donor. 44TOM AHERN © 2014
  45. 45. Unified theory of donor communications in 2 words: Customer satisfaction 45TOM AHERN © 2014
  46. 46. “Fundraisin’s no aboot the Munnie, Lassie!” Alan Clayton most recently; from Ken Burnett; from Harold Sumption, “architect” of Oxfam © 2014 Tom Ahern | www.AHERNCOMM.com 46
  47. 47. “Please stop staring at my wallet. You’re making me uncomfortable.” TOM AHERN © 2014 47
  48. 48. 48 My free how-to e-newsletter… www.aherncomm.co m© 2014 Tom Ahern | www.AHERNCOMM.com I subscribe!I subscribe!

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  • rnja8c

    Jan. 15, 2015

Tom Ahern explains his unified theory of donor communications. Translated from the Scottish.

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