The document summarizes Damian O'Broin's presentation at the Institute of Fundraising NI Conference in 2012. Some key points from the presentation include the rise of in memory donations through funeral collections, tribute funds, and online platforms like JustGiving. Data is shown on the growth of in memory donations outpacing legacy gifts. However, research also suggests that charities often fail to properly acknowledge and engage with in memory donors through slow responses, lack of personalization, and insufficient follow up communications. The presentation advocates for charities to better understand grieving donors' needs and put them in control through more humanized and personalized approaches.
This document discusses in-memory donations to charities. It notes that in-memory donations are growing faster than legacy donations. However, many charities are not adequately acknowledging or following up with in-memory donors. The document analyzes data on response times and volumes of communications from various charities in different countries to in-memory donors versus other donors. It finds that in-memory donors generally receive less and slower responses. The document advocates for charities to collect donor data appropriately, provide more personalized responses to in-memory donors that are sensitive to their grieving process, and give donors more control over the relationship.
In general, bpost wanted to learn more about the donating habits of the Belgian population. More specific, they wanted to gain insight into the preferred communication channels of non-govermental organisations.
Therefore, bpost added some questions to the Profacts omnibus of March 2012
The necessity to recruit new donors in times of economic recession - Fundrais...bpost
The economic recession has resulted in donors that quit donating, or donate less. You could desinvest, or invest to create new donors. Find out how Direct Mail can help
Direct mail is an important tool for fundraising that involves more than just paper. It requires precision targeting of the right messages to the right people through different channels like letters, magazines and events. Over half of first-time donations are triggered by direct mail rather than other methods like online or in-person. Older people aged 50-60 respond more strongly to direct mail. Effective direct mail utilizes customer data to segment audiences and tailor the right offers through sequencing and timing of multichannel campaigns. It is important to collect email addresses but not at the expense of other engagement. Direct mail works best when it creates a personal connection through stamps, handwriting or other touches.
This document provides information about a DM Masterclass on creating persuasive direct marketing messages and writing great copy. It includes tips on appealing to the "old brain" through simple, unexpected, concrete, credible, emotional messages and stories. Examples are given of old brain stimuli like self-centeredness, contrast, tangible inputs, visual stimuli, and emotions. The importance of delivering messages to the old brain through sticky messages using simple, unexpected, concrete, credible, emotional stories is discussed.
This document provides guidance on creating persuasive direct marketing messages and writing effective copy. It discusses appealing to the "old brain" by using simple, unexpected, concrete, credible and emotional messages told through stories. The document also summarizes techniques from experts such as the Heath Brothers on creating sticky messages and from Renvoisé and Morin on appealing to the six old brain stimuli including self-centeredness, contrast, tangible input, beginning and end, visual stimuli, and emotions. Overall, the document emphasizes the importance of appealing to emotions and the subconscious in an engaging yet simple manner to create persuasive direct marketing messages.
The document provides 66 tips to improve direct marketing. Some of the key tips include thanking donors promptly, telling compelling stories, writing longer letters, personalizing content, asking for larger donations more often, differentiating content, optimizing typography and forms, engaging donors through calls and emails, and applying relevant selectors to mailing lists. The tips are intended to improve response rates and increase donations through better direct marketing practices.
This document discusses in memory donations and how charities respond to donors who make donations in memory of a loved one. It finds that Irish charities provide a slower response and less personalized response to in memory donors compared to charities in other countries like New Zealand and Canada. It also finds that Irish charities are less likely to follow up with in memory donors after the initial thank you. The document provides examples of poor responses from some charities and suggests charities could improve by collecting better donor data, listening to donors, providing more human and personalized responses, and giving donors more control over how their donation and the deceased are recognized.
This document discusses in-memory donations to charities. It notes that in-memory donations are growing faster than legacy donations. However, many charities are not adequately acknowledging or following up with in-memory donors. The document analyzes data on response times and volumes of communications from various charities in different countries to in-memory donors versus other donors. It finds that in-memory donors generally receive less and slower responses. The document advocates for charities to collect donor data appropriately, provide more personalized responses to in-memory donors that are sensitive to their grieving process, and give donors more control over the relationship.
In general, bpost wanted to learn more about the donating habits of the Belgian population. More specific, they wanted to gain insight into the preferred communication channels of non-govermental organisations.
Therefore, bpost added some questions to the Profacts omnibus of March 2012
The necessity to recruit new donors in times of economic recession - Fundrais...bpost
The economic recession has resulted in donors that quit donating, or donate less. You could desinvest, or invest to create new donors. Find out how Direct Mail can help
Direct mail is an important tool for fundraising that involves more than just paper. It requires precision targeting of the right messages to the right people through different channels like letters, magazines and events. Over half of first-time donations are triggered by direct mail rather than other methods like online or in-person. Older people aged 50-60 respond more strongly to direct mail. Effective direct mail utilizes customer data to segment audiences and tailor the right offers through sequencing and timing of multichannel campaigns. It is important to collect email addresses but not at the expense of other engagement. Direct mail works best when it creates a personal connection through stamps, handwriting or other touches.
This document provides information about a DM Masterclass on creating persuasive direct marketing messages and writing great copy. It includes tips on appealing to the "old brain" through simple, unexpected, concrete, credible, emotional messages and stories. Examples are given of old brain stimuli like self-centeredness, contrast, tangible inputs, visual stimuli, and emotions. The importance of delivering messages to the old brain through sticky messages using simple, unexpected, concrete, credible, emotional stories is discussed.
This document provides guidance on creating persuasive direct marketing messages and writing effective copy. It discusses appealing to the "old brain" by using simple, unexpected, concrete, credible and emotional messages told through stories. The document also summarizes techniques from experts such as the Heath Brothers on creating sticky messages and from Renvoisé and Morin on appealing to the six old brain stimuli including self-centeredness, contrast, tangible input, beginning and end, visual stimuli, and emotions. Overall, the document emphasizes the importance of appealing to emotions and the subconscious in an engaging yet simple manner to create persuasive direct marketing messages.
The document provides 66 tips to improve direct marketing. Some of the key tips include thanking donors promptly, telling compelling stories, writing longer letters, personalizing content, asking for larger donations more often, differentiating content, optimizing typography and forms, engaging donors through calls and emails, and applying relevant selectors to mailing lists. The tips are intended to improve response rates and increase donations through better direct marketing practices.
This document discusses in memory donations and how charities respond to donors who make donations in memory of a loved one. It finds that Irish charities provide a slower response and less personalized response to in memory donors compared to charities in other countries like New Zealand and Canada. It also finds that Irish charities are less likely to follow up with in memory donors after the initial thank you. The document provides examples of poor responses from some charities and suggests charities could improve by collecting better donor data, listening to donors, providing more human and personalized responses, and giving donors more control over how their donation and the deceased are recognized.
This document contains excerpts from various sources on the topic of donor commitment and fundraising best practices. It discusses how committed donors are the most valuable, providing statistics on how high-commitment donors yield more revenue. It also examines what drives donor connection, commitment and behavior, including experiences and touchpoints. The document outlines the 7 key drivers of donor commitment and emphasizes cultivating intimacy with donors by using their name and addressing them directly.
Mythbusters - Why Conventional Fundraising Wisdom is WrongDamian O'Broin
This document discusses three myths about fundraising and philanthropy:
1) Sending thank you letters to donors is a waste of time. However, several studies and organizations found increased donations when thank you letters were sent.
2) You can't replicate a viral fundraising campaign like the ice bucket challenge. While difficult, the document provides tips for developing a campaign that could also go viral with proper resources, culture, patience, tools, and strategies.
3) Germany is the best football team in the world. This myth is busted, as Germany cannot claim this title absolutely.
This document discusses several myths about fundraising and donor engagement. It debunks the myths that sending thank you letters is a waste of time, that mailing donors too often will drive them away, and that people need concrete facts and figures to persuade them to donate. It presents evidence that timely thank you's are important to donor commitment, frequent mailings do not negatively impact donors, and emotional stories about individuals can be more effective at inspiring donations than statistics.
Fundraising Ireland copywriting for fundraising masterclassDamian O'Broin
This document provides tips and best practices for writing effective fundraising copy. It discusses using simple, unexpected, concrete, credible and emotional stories to engage donors. Story archetypes like rags to riches and the hero's journey are mentioned. The document also recommends using active voice, short sentences, and relating the story to the reader. It emphasizes asking directly for donations rather than vague requests for "support." Overall, the document gives guidance on storytelling techniques and grammatical choices to optimize fundraising appeals.
Do you care about your donors... and do your donors careDamian O'Broin
The document discusses donor care and how charities respond to different types of donations. It summarizes a mystery shopper study that examined how quickly 15 charities in the UK, Ireland, Canada and New Zealand responded to donations of different types. The study found that responses were often slow, generic and lacking personalization. Charities also varied in how they responded to memorial donations, with some providing more empathetic and personalized responses than others. The document advocates for charities to enhance donor satisfaction through more prompt, thoughtful and relationship-focused communication with donors.
Siohban Brown thanks the donor for their donation to Starship hospital. Donations transform lives by allowing children to receive the best possible care during their greatest time of need. Behind every ill child is compassionate staff dedicated to helping, and the donor's donation will help support children and families during their most difficult moments.
Donor Acquisition - Lessons from the frontline of the meltdownDamian O'Broin
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.
This document is a 3 page summary from Damian O'Broin presented at the Norwegian Fundraising Conference on donor care and thank you strategies. It emphasizes the importance of donor-centric communications and focusing on donor retention by providing recognition, demonstrating impact, and giving donors a sense of control over their donations. O'Broin cites data showing donor attrition rates and increased donations when organizations implement donor-focused strategies like personalized thank you letters and impact reports.
1. Donor care is important to retain donors and prevent attrition, which can lead to loss of donations over time. Loyal, long-term donors who feel appreciated are more likely to continue and increase their support.
2. Personalized, prompt thank you communications within 48 hours of receiving a gift are critical. Donors who receive a timely, personalized thank you are much more likely to donate again in the future.
3. Building strong relationships with donors through personalized communications and showing the impact of gifts is key to donor retention and cultivation. Focusing on the donor experience leads to greater loyalty and engagement over the long term.
This document contains notes and links from a presentation on fundraising and donor engagement. It discusses the importance of appealing to donors' emotions, telling stories, and using visual stimuli to promote donations. It emphasizes thanking and recognizing donors promptly after receiving a gift to maintain strong donor relationships and encourage repeat donations. Effective thank you's make the donor feel special, show the impact of their gift, and arrive promptly after the donation.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise boosts blood flow, releases endorphins, and promotes changes in the brain which help regulate emotions and stress levels.
The document provides guidance on developing an effective case for support to persuade potential donors to fund an organization. It stresses the importance of having a clear vision, mission, and values, being well-prepared with relevant information, and including key elements in the content such as the problem being addressed, the organization's approach, expected outcomes, and sustainability plan. The case should emphasize benefits over features, credibility, and realistic expectations while using clear language, case studies, and research to back up claims.
The document outlines key principles for developing a fundraising strategy, including understanding donor motivations, developing relationships with donors, and utilizing various funding sources such as individuals, trusts/foundations, corporations, and government grants. It discusses fundraising approaches in Ireland and provides an overview of common funding sources and amounts donated annually.
Donor Comms: The good, the bad and the downright uglyDamian O'Broin
1. Many charities are not adequately communicating with donors and are failing to properly thank donors for their contributions.
2. Modern donors expect more personalized, prompt, and two-way communication through various channels like email, social media, mobile phones, rather than traditional letters.
3. A study found that most charities were slow to thank donors for their contributions or did not properly record donor contact information, highlighting a need for improved donor communications.
The document lists various words or phrases beginning with each letter of the alphabet, some related to social activism and others that are random. It also includes brief results from a social activism campaign, noting the number of participants, emails sent, and supporters recruited. The document has a lighthearted tone and seems to be highlighting different tools and topics related to social activism in an unconventional alphabetical format.
This document contains excerpts from various sources on the topic of donor commitment and fundraising best practices. It discusses how committed donors are the most valuable, providing statistics on how high-commitment donors yield more revenue. It also examines what drives donor connection, commitment and behavior, including experiences and touchpoints. The document outlines the 7 key drivers of donor commitment and emphasizes cultivating intimacy with donors by using their name and addressing them directly.
Mythbusters - Why Conventional Fundraising Wisdom is WrongDamian O'Broin
This document discusses three myths about fundraising and philanthropy:
1) Sending thank you letters to donors is a waste of time. However, several studies and organizations found increased donations when thank you letters were sent.
2) You can't replicate a viral fundraising campaign like the ice bucket challenge. While difficult, the document provides tips for developing a campaign that could also go viral with proper resources, culture, patience, tools, and strategies.
3) Germany is the best football team in the world. This myth is busted, as Germany cannot claim this title absolutely.
This document discusses several myths about fundraising and donor engagement. It debunks the myths that sending thank you letters is a waste of time, that mailing donors too often will drive them away, and that people need concrete facts and figures to persuade them to donate. It presents evidence that timely thank you's are important to donor commitment, frequent mailings do not negatively impact donors, and emotional stories about individuals can be more effective at inspiring donations than statistics.
Fundraising Ireland copywriting for fundraising masterclassDamian O'Broin
This document provides tips and best practices for writing effective fundraising copy. It discusses using simple, unexpected, concrete, credible and emotional stories to engage donors. Story archetypes like rags to riches and the hero's journey are mentioned. The document also recommends using active voice, short sentences, and relating the story to the reader. It emphasizes asking directly for donations rather than vague requests for "support." Overall, the document gives guidance on storytelling techniques and grammatical choices to optimize fundraising appeals.
Do you care about your donors... and do your donors careDamian O'Broin
The document discusses donor care and how charities respond to different types of donations. It summarizes a mystery shopper study that examined how quickly 15 charities in the UK, Ireland, Canada and New Zealand responded to donations of different types. The study found that responses were often slow, generic and lacking personalization. Charities also varied in how they responded to memorial donations, with some providing more empathetic and personalized responses than others. The document advocates for charities to enhance donor satisfaction through more prompt, thoughtful and relationship-focused communication with donors.
Siohban Brown thanks the donor for their donation to Starship hospital. Donations transform lives by allowing children to receive the best possible care during their greatest time of need. Behind every ill child is compassionate staff dedicated to helping, and the donor's donation will help support children and families during their most difficult moments.
Donor Acquisition - Lessons from the frontline of the meltdownDamian O'Broin
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.
This document is a 3 page summary from Damian O'Broin presented at the Norwegian Fundraising Conference on donor care and thank you strategies. It emphasizes the importance of donor-centric communications and focusing on donor retention by providing recognition, demonstrating impact, and giving donors a sense of control over their donations. O'Broin cites data showing donor attrition rates and increased donations when organizations implement donor-focused strategies like personalized thank you letters and impact reports.
1. Donor care is important to retain donors and prevent attrition, which can lead to loss of donations over time. Loyal, long-term donors who feel appreciated are more likely to continue and increase their support.
2. Personalized, prompt thank you communications within 48 hours of receiving a gift are critical. Donors who receive a timely, personalized thank you are much more likely to donate again in the future.
3. Building strong relationships with donors through personalized communications and showing the impact of gifts is key to donor retention and cultivation. Focusing on the donor experience leads to greater loyalty and engagement over the long term.
This document contains notes and links from a presentation on fundraising and donor engagement. It discusses the importance of appealing to donors' emotions, telling stories, and using visual stimuli to promote donations. It emphasizes thanking and recognizing donors promptly after receiving a gift to maintain strong donor relationships and encourage repeat donations. Effective thank you's make the donor feel special, show the impact of their gift, and arrive promptly after the donation.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise boosts blood flow, releases endorphins, and promotes changes in the brain which help regulate emotions and stress levels.
The document provides guidance on developing an effective case for support to persuade potential donors to fund an organization. It stresses the importance of having a clear vision, mission, and values, being well-prepared with relevant information, and including key elements in the content such as the problem being addressed, the organization's approach, expected outcomes, and sustainability plan. The case should emphasize benefits over features, credibility, and realistic expectations while using clear language, case studies, and research to back up claims.
The document outlines key principles for developing a fundraising strategy, including understanding donor motivations, developing relationships with donors, and utilizing various funding sources such as individuals, trusts/foundations, corporations, and government grants. It discusses fundraising approaches in Ireland and provides an overview of common funding sources and amounts donated annually.
Donor Comms: The good, the bad and the downright uglyDamian O'Broin
1. Many charities are not adequately communicating with donors and are failing to properly thank donors for their contributions.
2. Modern donors expect more personalized, prompt, and two-way communication through various channels like email, social media, mobile phones, rather than traditional letters.
3. A study found that most charities were slow to thank donors for their contributions or did not properly record donor contact information, highlighting a need for improved donor communications.
The document lists various words or phrases beginning with each letter of the alphabet, some related to social activism and others that are random. It also includes brief results from a social activism campaign, noting the number of participants, emails sent, and supporters recruited. The document has a lighthearted tone and seems to be highlighting different tools and topics related to social activism in an unconventional alphabetical format.
5. In Honour In Lieu of Flowers In Memory
Funeral Collections Tribute funds
6.
7.
8. “Money given… in
memory… will outstrip
money given through
legacies in 10 years’
time, delegates at the
Institute of Fundraising’s
National Convention heard”
9. Just Giving in memory donations
£2,500,000
£2,000,000
First quarter £1,500,000
income
£1,000,000
£500,000
£0
1 2 3 4 5
2007 2008 2009 2010 2011
10. The top 5
fundraisers on
mycharity are
all giving in
mycharity.ie 15/3/12
memory
22. Grieving
• To provide a positive focus
“For my husband, he wanted something positive out of it, so
he said we‟ll be pro-active, instead of sitting around in self
pity...”
(Female, 40s)
In Memory Research
23. Grieving
• To keep the relationship alive
“You look at your life, it‟s really really weird, I feel, I wouldn‟t
say it‟s guilt, I feel I want to give... I feel I’m giving
something to her... she‟s not down here for me to give it to
her...”
(Female, 40s)
In Memory Research
24. Grieving
• To combat helplessness
“You feel a bit helpless, and it‟s nice because at the end you
think I‟ve raised all this money now, you push and push
people to sponsor you.”
(Female, 30s)
In Memory Research
25. Grieving
• I want them to be proud of me
“I like to think she‟s looking down from heaven, if there‟s a
heaven, and she thinks „good on her‟. That‟s what she‟d
say, good on you. You go girl”
(Female, 20s)
In Memory Research
26. Grieving
• I want them to know I loved them
“I want him to know he was valued so much, that he meant
so much to me, to all of us.”
(Male, 40s)
In Memory Research
27. Supporting
• Make the bereaved feel better
“For her she could see all the names of her friends which I
think is lovely... she could say all these people care about
me and I can count on my friends when times are rough.”
(Female, 40s)
In Memory Research
32. Average speed of response*
New Zealand
Canada
In Mem
Generic Postal
Online -1st postal
Ireland
0 10 20 30 40 50 60 70
Ask Direct/Bluefrog Benchmarking 20
33. Average communication volumes
Average number of communications
Paper mail and email
*Average volume of communications received between donation and end-Sep 2011
Ask Direct/Bluefrog Benchmarking 20
34. Average communications
volumes
9
Average number of communica ons
8
7
Paper mail and email
6
5 Ireland
4 New Zealand
3 Canada
2
1
0
Generic postal In Mem dona on Online dona on: Online dona on: packs
dona on emails
Ask Direct/Bluefrog Benchmarking 20
35. Volumes received by charity –
UK
Number of communications received
Ask Direct/Bluefrog Benchmarking 20
36. Volumes received by charity –
Ireland
12
Number of communications received
10
8
Online:email
6 Online:postal
4 Generic postal
2 In Memory
0
Ask Direct/Bluefrog Benchmarking 20
37. Why are we ignoring In Memory
Donors?
Follow up to donation
Yes No
46%
54%
Irish In Memory Donors receive almost 20% less mail.
46% of Irish charities sent nothing beyond a thank you within first 6 months.
Ask Direct/Bluefrog Benchmarking 20
38. But not as much as some…
% of charities with no follow up
100%
80%
60%
40%
20%
0%
Ask Direct/Bluefrog Benchmarking 20
39. A bit more detail…
Ask Direct/Bluefrog Benchmarking 20
40. A bit more detail…
14
12
Number of Charities
10
8
Ireland
6 New Zealand
4 Canada
2
0
0 1 2 3 4 5
Total number of mail packs mailed to In Mem donor
Ask Direct/Bluefrog Benchmarking 20
41. So much for the quantity.
What about the quality?
42. Do In Memory donors get a fitting
reply?
Ask Direct/Bluefrog Benchmarking 20
43. Do In Memory donors get a fitting
reply?
16
14
12
Number of charities
10
Got nothing
8 In Mem Thank You
Generic Thank You
6
4
2
0
Ireland New Zealand Canada
Ask Direct/Bluefrog Benchmarking 20
44. Breaking it down – in the UK
Gift-specific thank
In Mem focus Hand signed Hand written Mention cousin Mention flowers Offer tribute Offer support Offer to tell family
you
Amnesty
Greenpeace
Macmillan
CRUK
GOSH
NSPCC
Red X
RNLI
SA
STC
UNICEF
World Vision
BHF
RNIB
Oxfam
Ask Direct/Bluefrog Benchmarking 20
46. Quality of Response - Ireland
Amnesty International
Ireland
6
World Vision Barnardos
5
Unicef 4 Barretstown
3
Trócaire 2 Bóthar
1
0
Oxfam CMRF
MS Society Concern
Irish Red Cross Focus Ireland
Irish Heart Foundation Irish Cancer Society
Ask Direct/Bluefrog Benchmarking 20
47. Quality of Response - UK
Amnesty
6
Oxfam Greenpeace
5
RNIB 4 Macmillan
3
BHF 2 CRUK
1
0
World Vision GOSH
Unicef NSPCC
Save the Children Red Cross
Salva on Army RNLI
Ask Direct/Bluefrog Benchmarking 20
61. Personal. And information gathering
Ref to relation to
bereaved, but
also, to the
flowers. No other
charity did the
latter.
Hand signed
card from
Director. No
other charity did
this.
Option to leave
message online.
(Relationship
development AND
meeting donor
needs)
Hand signed
66. Very few calls
The British Red Cross called
three times in five days. None
of the callers had any record of
the previous. All said exactly the
same thing – talking at, not with.
Pre-call post card from the
Australian Salvation Army
77. “You know when it’s a computer saying thank you and
when it’s a person.
And, quite frankly, I prefer if it’s a person.”
(Female, 62)
Source: After the love has gone. Bluefrog 2008