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1
Everything
I know in
10 Minutes
Tom Ahern
Source: Jeff Brooks reporting on AMA Journal of Marketing Research, 2011
3
Source: Dan Ariely, Duke U., 2010
Direct Mail | © 2014 Tom Ahern | www.AHERNCOMM.com
The virtuous circle...
You ask (and flatter).
You thank (and flatter).
You report (and flatter).
You cannot flatter too mu...
5
Source: Neuromarketing blog
“Even when people perceive
that flattery is insincere, that
flattery can still leave a
lasti...
4%
11%
17%
22%
46%
<35
35-44
45-54
55-64
65+
Donors by age (percentage)
6 © 2015 Tom Ahern | www.aherncomm.com
For eyes over 60...
AIGA recommends 14 pt. for body copy.
7© 2014 Tom Ahern | www.AHERNCOMM.com
8
What do “readers” really see
• Artwork: 80 percent
• Photos: 75 percent
• Headlines: 56 percent
• Briefs: 31 percent
• C...
Dr. Adrian Sargeant:
Why donors stay loyal
You’ve established a personal link
The first gift you ask
for is my attention.
10© 2014 Tom Ahern | www.AHERNCOMM.com
“Are you hogging the
credit or giving it to
your donors?”
Corporate communications are about how
great the organization is. Favorite pronoun:
we
Donor communications are about how great
the donor is. Favorite pronoun:
you
Thanks to you
and other generous donors like you,
we were able to turn...
Donor comms 101
© 2015 Tom Ahern 16
“We support a charity or a
soccer team or a perfume
because it gives us a chance to
love something about
ourselves.”
17
So...
Appeals, thanks, & newsletters work together.
You ask. You thank. You report.
You ask. You thank. You report.
You ask. You...
Appeals, thanks, & newsletters work together.
You ask. You thank. You report.
You ask. You thank. You report.
You ask. You...
Your thanks and your
newsletters are your HUG!
20Donor Newsltr-Kivi-1 | © 2015 Tom Ahern | www.AHERNCOMM.com
“Donors are staggeringly
ignorant of the causes they
support.”
--
Richard Radcliffe
DONORS MAY BE IGNORANT, but what they
DO have in abundance are their own
personal values, interests, beliefs,
connections,...
23
You’re in my home:
“Why are you here?”
Bad guest or good?
The first gift you ask
for is my attention.
24
The average attention
span of an adult human in
2013 was 8 seconds.
We’re
#...
I pay attention to what
interests me.
And what interests me most
is me. Ask anyone.
© 2015 Tom Ahern 25
26
My
free
how-to
e-newsletter…
www.aherncomm.com
I subscribe!
© 2015 Tom Ahern
Everything I Know in 10 Minutes
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Everything I Know in 10 Minutes

Presented as an amuse bouche at the PANO conference in Pennsylvania, Sept. 2015.

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Everything I Know in 10 Minutes

  1. 1. 1 Everything I know in 10 Minutes Tom Ahern
  2. 2. Source: Jeff Brooks reporting on AMA Journal of Marketing Research, 2011
  3. 3. 3 Source: Dan Ariely, Duke U., 2010 Direct Mail | © 2014 Tom Ahern | www.AHERNCOMM.com
  4. 4. The virtuous circle... You ask (and flatter). You thank (and flatter). You report (and flatter). You cannot flatter too much. 4© Tom Ahern | © 1249-2015
  5. 5. 5 Source: Neuromarketing blog “Even when people perceive that flattery is insincere, that flattery can still leave a lasting and positive impression of the flatterer.” © Tom Ahern | © 1249-2015
  6. 6. 4% 11% 17% 22% 46% <35 35-44 45-54 55-64 65+ Donors by age (percentage) 6 © 2015 Tom Ahern | www.aherncomm.com
  7. 7. For eyes over 60... AIGA recommends 14 pt. for body copy. 7© 2014 Tom Ahern | www.AHERNCOMM.com
  8. 8. 8 What do “readers” really see • Artwork: 80 percent • Photos: 75 percent • Headlines: 56 percent • Briefs: 31 percent • Captions: 29 percent • Text: 25 percent* *This number is abnormally high, according to Poynter Institute researchers. They tested prototypes rather than actual publications. Prototypes invariably produce higher, more positive numbers than real publications. Source: Ann WylieDonor Newsltr-Kivi-1 | © 2015 Tom Ahern | www.AHERNCOMM.com
  9. 9. Dr. Adrian Sargeant: Why donors stay loyal You’ve established a personal link
  10. 10. The first gift you ask for is my attention. 10© 2014 Tom Ahern | www.AHERNCOMM.com
  11. 11. “Are you hogging the credit or giving it to your donors?”
  12. 12. Corporate communications are about how great the organization is. Favorite pronoun: we
  13. 13. Donor communications are about how great the donor is. Favorite pronoun: you
  14. 14. Thanks to you and other generous donors like you, we were able to turn...
  15. 15. Donor comms 101 © 2015 Tom Ahern 16
  16. 16. “We support a charity or a soccer team or a perfume because it gives us a chance to love something about ourselves.” 17 Source: Seth Godin © 2015 Tom Ahern
  17. 17. Appeals, thanks, & newsletters work together. You ask. You thank. You report. You ask. You thank. You report. You ask. You thank. You report. 18 The virtuous circle...
  18. 18. Appeals, thanks, & newsletters work together. You ask. You thank. You report. You ask. You thank. You report. You ask. You thank. You report. 19 The virtuous circle... The part the charity cares about The part the donor cares about
  19. 19. Your thanks and your newsletters are your HUG! 20Donor Newsltr-Kivi-1 | © 2015 Tom Ahern | www.AHERNCOMM.com
  20. 20. “Donors are staggeringly ignorant of the causes they support.” -- Richard Radcliffe
  21. 21. DONORS MAY BE IGNORANT, but what they DO have in abundance are their own personal values, interests, beliefs, connections, experiences, upbringing, lost loves, secret passions, regrets, fears, angers, hopes, and built-in empathy [except for psychopaths]...
  22. 22. 23 You’re in my home: “Why are you here?” Bad guest or good?
  23. 23. The first gift you ask for is my attention. 24 The average attention span of an adult human in 2013 was 8 seconds. We’re #1!
  24. 24. I pay attention to what interests me. And what interests me most is me. Ask anyone. © 2015 Tom Ahern 25
  25. 25. 26 My free how-to e-newsletter… www.aherncomm.com I subscribe! © 2015 Tom Ahern

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Presented as an amuse bouche at the PANO conference in Pennsylvania, Sept. 2015.

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