everything i know in 10 minutes

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Everything I know in

10 Minutes

Tom Ahern

Source: Jeff Brooks reporting on AMA Journal of Marketing Research, 2011

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Source: Dan Ariely, Duke U., 2010Direct 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 much.

4© Tom Ahern | © 1249-2015

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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

4%

11%

17%

22%

47%<3535-4445-5455-6465+

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

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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

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 youand other generous donors like you,

we were able to turn...

Donor comms 101

© 2015 Tom Ahern 16

© 2015 Tom Ahern

“We support a charity or a soccer team or a perfume because it gives us a chance to love something about ourselves.”

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Source: Seth Godin

Appeals, thanks, & newsletters work together.You ask. You thank. You report.You ask. You thank. You report.You ask. You thank. You report.

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The virtuous circle...

Appeals, thanks, & newsletters work together.You ask. You thank. You report.You ask. You thank. You report.You ask. You thank. You report.

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The virtuous circle...

The part the charity cares

aboutThe part the

donor cares about

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, experiences, upbringing, lost loves, secret passions, regrets, fears, angers, hopes, and built-in empathy [except for psychopaths]...

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You’re in my home:

“Why are you here?”

Bad guest or good?

The first gift you ask for is my attention.

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The average attention span of an adult

human in 2013 was 8 seconds.

We’re #1!

I pay attention to what interests me.

And what interests me most is me. Ask anyone.

© 2015 Tom Ahern 25

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© 2015 Tom Ahern