bloomcon 2015 - tom ahern
TRANSCRIPT
© 2014 Tom Ahern | www.AHERNCOMM.com 1
BloomCon Presents
All You Need to Really Know(really) [yes, really]
by Tom Ahern | Jan 14, 2015
The world’s most profitable insight:
Donor communications aren’t really about your organization. They’re really about the donor.
3TOM AHERN © 2014
The world’s 2nd most profitable insight:
Donor communications are a customer service experience.
4TOM AHERN © 2014
The world’s 2nd most profitable insight:
Donor communications are a customer service experience.
5TOM AHERN © 2014
“I liked that!” “I didn’t like that!”
Communications are a mirror held up to donors. They see themselves in
what you say.
© 2014 Tom Ahern | www.AHERNCOMM.com 10
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KINDCARING
COMPASSIONATEHELPFUL FRIENDLY
FAIR HARD-WORKING
GENEROUS HONEST
Source: psychologist Jen Shang, quoted in the NY Times 2012
To make ME feel good!!!
13© 2014 Tom Ahern | www.AHERNCOMM.com
Important!
Wanted!
Needed!
Proud of myself!
Happy!
Pleased!
Entertained!Surprised!
18 bits of jargon to eschew
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Source: Katya Andresen, Nonprofit Marketing Blog, Network for Good
1. Capacity2. Empower3. Enhance4. Indigenous5. Partnership 6. Development 7. Systemic8. Community 9. Innovation
10. Superlative 11. Outcomes12. Support 13. Sustainable 14. Resources 15. Dignity16. Facilitate 17. Diversity 18. Fostering
Tom Ahern | © 2014
18 bits of jargon to eschew
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Source: Katya Andresen, Nonprofit Marketing Blog, Network for Good
1. Capacity2. Empower3. Enhance4. Indigenous5. Partnership 6. Development 7. Systemic8. Community 9. Innovation
10. Superlative 11. Outcomes12. Support 13. Sustainable 14. Resources 15. Dignity16. Facilitate 17. Diversity 18. Fostering
Tom Ahern | © 2014
“Huh?”“Why are you dragging this tone-
deaf, insider rubbish into my home?”
“Can’t you please understand? Jargon prevents empathy!”
You have your long story.
You have your current stories.
They are all donor stories.
16TOM AHERN © 2014
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
Vision
Hero
EnemyServed
“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.
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Source: Neurologist and psychiatrist Viktor Frankl, via the For Impact blog
© 2014 Tom Ahern | www.AHERNCOMM.com
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© 2014 Tom Ahern | www.AHERNCOMM.com
70+% of first-time donors in the U.S. do NOT make a second gift.
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...
© 2014 Tom Ahern | www.AHERNCOMM.com
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...
© 2014 Tom Ahern | www.AHERNCOMM.com
The part the charity cares about
The part the donor cares about
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
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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.”
© 2014 Tom Ahern | www.AHERNCOMM.com
© 2014 Tom Ahern | www.AHERNCOMM.com 39
Thousands of messages. Three piles.
1. Can’t ignore.
2. Can safely ignore. 3. A bit interested.
ABOUT US
ABOUT US
ABOUT US
ABOUT US
ABOUT USABOUT US
ABOUT US ABOUT US
ABOUT US
ABOUT USABOUT US
ABOUT US
ABOUT US ABOUT US ABOUT US
41TOM AHERN © 2014
ABOUT US
ABOUT US
ABOUT US
ABOUT US
ABOUT USABOUT US
ABOUT US ABOUT US
ABOUT US
ABOUT USABOUT US
ABOUT US
ABOUT US ABOUT US ABOUT US
ABOUT THE DONOR
42TOM AHERN © 2014
“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