1. Donor Care inthe Downturn Fundraising Ireland National Conference30 March 2011Damian OBroin

2. Once upon a tim!... 3. Why isDonor CareImportant? 4. Bad Donor CareUnhappy donors(or even just uninspired donors)Loss of !!! 5. Building Donor Loyalty Adrian Sargeant & Elaine Jay 6. Potential Value of Legacies IRL Legacy Giving 2009IRL Legacy Giving Potential !150m!100m !50m2009!0m 7. Best legacy prospects are donors for 5+ years.Propensity to leave a legacy rocketsafter 15 years. 8. But rst,we have to keep our donors. 9. Typical attrition ratesCash DonorsFace to Face DonorsYear 1 Year 2 Year 3 Year 4Year 5 10. We spend a fortune recruiting donorsAnd then throw it all away with bad donor care 11. Customers (& donors) in control, forever. The only things that cant be replicated are the relationships you have with your customers Larry Hochman 12. If your charity went out of business tomorrow,would your donors missyou? 13. SimplicitySpeedUnique Value Relationship with Donors 14. When given the choice,people will always spend timearound people they like.When its expedient andpractical, theyd also ratherdo business with and buy stufffrom people they like. Andnow, they can. Gary Vaynerchuk 15. % Change in perveived value of brand attributes 2005-09400%200% 0%ExclusiveArrogant SensuousDaring Socially Resp-200% High QualityFriendly Kindness & EmpathyYoung & Rubicams BrandAsset Valuator, quoted inGerzema & DAntonio - The Power of the Post-Recession Consumer 16. Between 2005 and 2009 US consumers expressed a nearly fourfold increase in their preference forcompanies, brands and products that show kindness in both their operations and theirencounters with customers. This desire for companies to be more empathetic toward consumers is the biggest shift in anyattitude we have ever seen during the BAV surveys two-decade historyGerzema & DAntonio - The Power of the Post-Recession Consumer 17. The Collapse of Trust & Condence 18. How do youcreate greatdonor care? 19. Do red s nt on sys notem r-fo-ce atior ics & cuson unD m stru sedctuc omres Donor Banish short-term thinking 20. The % response rate of your most recent direct mail campaign?The ROI of your most recent direct mail campaign?The lifetime value of donors recruited through each of your main acquisition channels? Banish short-term thinking 21. Donor-centredcommunications 22. What do donors want? 23. Recognition 24. You or Your is repeated14 times on Page 1 (and donors name appears four times) Thanks donor anddemonstrates impact 25. Donor focused solution 26. GeneralMonthly Gifts Top Donors20092010 General Cash +28% Monthly Gifts +88% Top Donors +227% 27. Control 28. MyCareZone Has reducedface-to-faceattrition by half 29. Sight70%Safe Birth 20%Mobility 6%Education 4%2/3 donorsdidnt choose a gift 30. Feedback 31. The Oxfam Hunger Million 32. Four timesmoneas muy raisch ed 33. An Emotional Connection 34. Donor-focussedsystems & structures 35. What do youreally knowabout yourdonors? 36. It all starts withdata... 37. Net Promoter ScoreHow likely is it that you would recommend to a friend or colleague?0 1 2 34 5 6 7 8 9 10Detractors Promoters 38. Net Promoter ScoreMedian NPS = 16%(based on 130,000 customer survey responses for > 400 companies) Trader Joes82%Apple72% Amazon70% Best Irish Charity Score50% 39. Arrive promptly The 3 things yourTHANK YOU needs to doMake your donorShow the impactfeel special of their gift 40. Th e Flattery Bath 41. !"#$%&()*#+ ,(-.%/*//(0/"1%.2 345 6&."7&."(,588 5;