The power of loyalty in tough times - Fundraising Seminar
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Transcript of The power of loyalty in tough times - Fundraising Seminar
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The power of
loyaltyin tough times
Maria Ros Jernberg
© Maria Ros Jernberg, 2011
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Or….
The power of loyalty
at all times
© Maria Ros Jernberg, 2011
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YES
You will get the presentation. You don’thave to write everything down.
© Maria Ros Jernberg, 2011
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NOThere won’t be a lot ofnumbers/statistics/data. My aim: inspiration
© Maria Ros Jernberg, 2011
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Why loyalty?
Expensive to recruite new donors all the time
Loyal donors can help recruit new donors More money – Life TimeValue Competition is increasing
© Maria Ros Jernberg, 2011
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© Maria Ros Jernberg, 2011
This is wherewe raise funds
Recession
Financialcrisis
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Increasing competition
More charities/NGOs Universities Museums Hospitals and…
© Maria Ros Jernberg, 2011
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© Maria Ros Jernberg, 2011
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© Maria Ros Jernberg, 2011
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© Maria Ros Jernberg, 2011
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Today’s activism
© Maria Ros Jernberg, 2011
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© Maria Ros Jernberg, 2011
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© Maria Ros Jernberg, 2011
What you and your friends think of different companies
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© Maria Ros Jernberg, 2011
Blogs
Flickr
Youtube
Podcasting
Wikis
User reviews
Citizen journalism
iStockphotoMySpace
Second Life
Everyone is a publicist!
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© Maria Ros Jernberg, 2011
People are active – asking for information, searching for information, sharing information. On their terms.
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mass participation
© Maria Ros Jernberg, 2011
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Wasn’t this supposed to be aboutloyalty?
© Maria Ros Jernberg, 2011
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Allowing people toparticipate and get activebuilds loyalty.
© Maria Ros Jernberg, 2011
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THE TOUGHEST JOB IN THE WORLD
Swedish Cooperative Centre Female farmers in African countries such
as Kenya Job opening: The toughest job in the
world – for a month. Living and workingtogether with a female farmer in Kenya.
Hundreds applied –Youtube video Social media – spreading the word
© Maria Ros Jernberg, 2011
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© Maria Ros Jernberg, 2011
The toughest job in the world -could you do it?
Quiz – for every quiz completed, a corporate sponsor donates €0.5
Watch application videos
Swedish woman can try the toughest job in the world
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http://www.youtube.com/watch?v=gmKVurt-KL4
This is Elisabeth, who has the toughest job in the world
Almost 4,000 showings
Application videos: thousands of showings
© Maria Ros Jernberg, 2011
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© Maria Ros Jernberg, 2011
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Crowdsourcing
The power of the many Mass collaboration◦ Public buy-in
Wikipedia Candian Goldcorp◦ All geological data online◦ $500,000 prize money◦ Found $3bn worth of gold on their property
© Maria Ros Jernberg, 2011
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Crowdsourcing Defenders of Wildlife Membership card vote 3 photos – voting online Membership renewal Over 55,000 voted Raised $130,000 by email 2,000 new donors Real value: Involvment, built closer
relationships
© Maria Ros Jernberg, 2011
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How can you usecrowdsourcing as a tool to achieve mass participation?
© Maria Ros Jernberg, 2011
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Today it doesn’t matter what YOU say!
In 2011 your brand is determined by:
what you dowho you are
what THEY say.
© Maria Ros Jernberg, 2011Thank you Lbi Belgium for the inspiration to this slide
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What do they say?
Make sure there are good guys out theremass participating on your behalf, sayinggood things about you.
© Maria Ros Jernberg, 2011
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MAKINGYOU DONOR YOUR BRAND CHAMPION
© Maria Ros Jernberg, 2011
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But…. Loyalty first No loyalty, no brand champions
So let’s build loyalty
© Maria Ros Jernberg, 2011
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To get people passionate and talking about you, you need to create relationships worth talking about…
© Maria Ros Jernberg, 2011
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TRUE PASSION
http://www.youtube.com/watch?v=wvsboPUjrGc
© Maria Ros Jernberg, 2011
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IT STARTS WITH YOU! Live your values Show your committment Show your passion Donors want enthusiastic, passionate staff
who truly cares about the cause
© Maria Ros Jernberg, 2011
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(Re)Ignite the passion
Fall in love again! Celebrate new ways of thinking Have fun Remind yourself of the vision, of the
dream Get out to see the actual work! Invite the people you work for Invite your donors
© Maria Ros Jernberg, 2011
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Brand Touch Points
© Maria Ros Jernberg, 2011Every Touch Point counts!
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A great donor experience!
© Maria Ros Jernberg, 2011
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DONOR FOCUS
© Maria Ros Jernberg, 2011
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It’s all about the donor
”You” is the most important word
© Maria Ros Jernberg, 2011
Not ”Support us”It’s ”What you can do”
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Fundraising communications should tell the donor how great the donor is. Not how great the organisation is.
Your donors are the most important people you have. The whole organisationneeds to embrace this thought.
© Maria Ros Jernberg, 2011
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Making donors feel like they’re part of something◦ Belonging
Idea: On the web: ”About us” + ”About you”
© Maria Ros Jernberg, 2011
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© Maria Ros Jernberg, 2011
http://darmano.typepad.com/
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© Maria Ros Jernberg, 2011
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A passion for donors!
The relation betweenYou and I
You = Donor
I/we = Organisation
You:I has to be bigger than 1
© Maria Ros Jernberg, 2011
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© Maria Ros Jernberg, 2011
www.oxfam.org.uk
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© Maria Ros Jernberg, 2011
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Common mistakes
We did this, we achieved that, that and that. We were amazing. And by the way, thankyou…
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What it should look like
Thanks to you we’ve had the possibility to achieve a lot of amazing things. Without you it wouldn’t have been possible…
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Borrowed from Tom Ahern
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Borrowed from Tom Ahern
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CHANGE FOCUS
How do we get more from our donors?
© Maria Ros Jernberg, 2011
What does the donor get from giving to us?
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”Is this all I am?”
© Maria Ros Jernberg, 2011
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”But I want to be a hero!”
© Maria Ros Jernberg, 2011
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THE SWEDISH HERO Tack = ThankYou Extremely popular – huge buzz Won awards – even more buzz Viral effect – send to a friend You chose the photo http://en.tackfilm2.se/
© Maria Ros Jernberg, 2011
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Momsrising.org
http://news.cnnbcvideo.com/?nid=s5lRo6g5.GgDYQ6BoxEqSzE1NDIzNTY1&referred_by=18249781-ttwRjtx
© Maria Ros Jernberg, 2011
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© Maria Ros Jernberg, 2011
UNA Sweden - http://unselfishstatus.fn.se/
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© Maria Ros Jernberg, 2011
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© Maria Ros Jernberg, 2011
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© Maria Ros Jernberg, 2011
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THAT LITTLE EXTRA… Small things:◦ A text message on their birthday◦ ”Wish you were here…”◦ Press releases – before the media◦ ”I saw this in the newspaper and I thought it
might interest you…”◦ Invite them to share their passion
© Maria Ros Jernberg, 2011
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© Maria Ros Jernberg, 2011
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© Maria Ros Jernberg, 2011
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You don’task peopleto becomeyour brand champions
You dogreat thingsand peoplewill becomebrand champions© Maria Ros Jernberg, 2011
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© Maria Ros Jernberg, 2011
The RippleEffect
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The actions that make people great friends
ARE THE SAMEthat cause people to advocate for brands.
Source: 22squared
© Maria Ros Jernberg, 2011
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WHY CHAMPIONS ARE A GOOD THING
Recruiting new donors the traditional way is expensive
Traditional brand building campaigns are expensive
Word of Mouth is strong. Oh so strong!◦ 94% trust Word of Mouth (Forrester)◦ 67% of US economy impacted by Word of Mouth
(Mc Kinsey & Co)◦ More than 1/3 of European consumers influenced
by another consumer’s recommendation
© Maria Ros Jernberg, 2011
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© Maria Ros Jernberg, 2011
Message on my log: Charlotte has boughtyou a pink ribbon
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© Maria Ros Jernberg, 2011
Click the link, and you’ll access your new profile photo
”I support the Pink Ribbon campaign 2010 Give the Pink Ribbon
to your friends
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© Maria Ros Jernberg, 2011
Who do you want to give the Pink Ribbonto?
One Pink Ribbon cost €1 – or buy 10 ribbons for €5?
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© Maria Ros Jernberg, 2011
Pay via SMS. Sendthis code to… and you’ll donate €5.
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© Maria Ros Jernberg, 2011
Room for a personalised greeting
Publish the gift on your friend’s logs on Facebook
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© Maria Ros Jernberg, 2011
Showing commitment
I’ve added a Webstamp worth $0.3 to this email in support of Childhood. Click here to see how you can help. Cheers, Jonas
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BUILDING LOYALTY – KEY FACTORS Embrace and allow participation Passion A great donor experience◦ everything counts
Donor focus/donor perspective The YOU word Making them feel like heroes Offer that little extra Give donors a voice Develop tools
© Maria Ros Jernberg, 2011
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Thank you and goodluck!Please stay in touch!
[email protected] find me on Facebook or LinkedIn
© Maria Ros Jernberg, 2011
True loyalty!
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Brands perceived to act on theircustomer’s behalf have 44% moreadvocates.
© Maria Ros Jernberg, 2011