If you had more money, you could do more good. If you do better communications, you will have more...

If you had more money, you could do more good. If you do better communications, you will have more money.

1Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM

Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 2

Donor Communications

DIY Audit ~ T o m A h e r n ~


Understand… you ARE an intrusion, even to current donors


Thousands of messages.Three piles.

1. Can’t ignore.2. Can safely ignore.3. A bit interested.


Beginning of mail

End of mail

Elapsed time: 1-3 seconds

Donor Communications | Tom Ahern | www.aherncomm.com 6

The unrealistic way to view your audience…

Mostly motivated readers

A few others


The safest way to view your audience...

Mostly uncommitted

Few motivated readers


Howard Luck Gossage

“The fact of the matter is that nobody reads ads. People read

what interests them; and sometimes it’s an ad.”


What interests donors?

1. Accomplishments ...What did you do with my money?



2. Recognition ...Do I matter? Am I important?



3. Efficiency ...Can I trust you with my money?



4. Opportunities ...What else can I do that will feel good?

A donor newsletter wentfrom $4,470 in gifts to

$49,600 in gifts per issue.


(old) Stories focus on how great the hospital is

(new) Stories focus on results: the kids who are helped


$4,470 in gifts


(old) Ignores fundraising

(new) Links all stories to donors and campaigns


(old) 8 pages long

(new) 4 pages long


(old) Features 1,200-word front-page article

(new) Features 500-word front-page article


(old) Can’t be skimmed; a slow read

(new) Easily skimmed; a fast read


(old) Doesn’t use “you”; impersonal

(new) Uses “you” copiously; personal


$49,600 in gifts



“Does my stuff getan A+ on the‘you’ test?”

Get yourself one of these





Dear Jane Doe,

Welcome ... I hope.

I’m writing today to request the pleasure of your acquaintance.

There’s a place reserved for you on The Rhode Island Foundation’s mailing list ... but only if you agree and check, “Yes, I’m interested” on the enclosed reply card.

You’ll be in good company, that I can promise.

[etc.]


you will



“Am I making a promise?”

Nothing stops a bullet like a job.

Homeboy Industries

Love Thy Reader | © 2009 Tom Ahern | www.aherncomm.com30



“Am I treating thedonor as our org.’s

superhero?”


“Is this all I am to you?”

The Society for Nice, Middle-Class, Older People (SONMOP)

needs your help to feel good about themselves

Source: Mark Phillips, Bluefrog, via Jeff Brooks


Joy =35Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM

The joy a person feels when she knows her action will lead to some good.

The joy of acting at all.

The joy of acting positively.

The joy of not being “one of ‘em what didn’t act.”




39Donor Communications | Tom Ahern | www.aherncomm.com


Dale Carnegie: The Only Rule

“You’ll have more fun and success when you stop trying to get what you want…” (a

donation) “…and start helping other people get what they want.” (I.e., a feeling of having accomplished something because they made a gift to your organization.) You end up in the

same place (with money), but the two viewpoints are completely different.


Donor-NEGLIGENT:

“We did this. We did that. We were amazing. Oh, by the way, thanks.”



Donor-CENTRIC:

“With your help, all these amazing things

happened. And without your help, they won’t.”




Dear <Salutation>,

As 2004 draws to a close, I wanted to share with you just what a difference your decision to <para1Support/continue> Amnesty International Australia as <Para1 donor type> has made to many people around the world.

I feel very fortunate because in my travels I am able to meet the people that you have helped, such as José Gallardo, who I met at our last International Council Meeting in Mexico. José was a former general in the Mexican army, who was arrested and imprisoned simply for complying with the constitution of his country.

Source: Sean Triner, Pareto


“Am I selling impact?”

• A brick and a flag … OR (2)

• “With that $1,000, we can train a person to treat 80% of the illnesses in an entire village for a year.” (123)

Source: Nick Fellers, The Suddes Group



Donors don’t give to your organization. They give through your organization to:

• fix a problem they worry about;• sustain or expand a solution they believe in;• get more of what they’re interested in;• feel like they’ve made a difference.


“This worked.” - Steve Herlich


Memphis Child Advocacy Center

Helping VictimsBecome Children Again

They are not giving to this, at least not initially

They are giving to this


“Am I talking aboutaccomplishments or

mere activities?”


This is NOT an accomplishment.

This is merely an untranslated activity.


Accomplishments


Accomplishment stories


Why would donors care about any of these? What is your donor angle?

> 25th anniversary> Average length of stay: 28 days> 5 new hires in last year> Served 118 adults, 136 children


We have a 24-hour hot line.


Why do we have a 24-hour hot line?

Because violence against women never sleeps.


Now playing in the Theatre of My Forehead

The Anecdote


“Am I telling stories of adversity, triumph,

and reversed fortunes?”




Essence of storytelling:

Something happens




A > B =today > tomorrowbefore > afterproblem > solutionevil > good

Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM67



Date post:	27-Dec-2015
Category:	Documents
Upload:	susan-franklin
View:	213 times
Download:	0 times

If you had more money, you could do more good. If you do better communications, you will have more...

Documents