Post on 24-Jan-2015
description
Making In Memory Work
IoF NI Lunchtime Bites30 January 2014
Damian O’Broin
damian@askdirect.ie
@damianobroin
slideshare.net/damianob
pinboard.in/u:damianobroin
www.askdirect.ie
Women’s Aid
‘Working to End Violence Against Women’
Client list 2010-14
6
“Like you, we share the vision that everyone should be able to face death or bereavement with all the care, support and compassion they deserve. This is what hospice care is all about.
And your very generous donation of €450 from your MyCharity page, joined with donations from other caring people like you will help us realise this vision.
Thanks to your support, loved ones will be given a dignified death, with the respect and peacefulness we’re all entitled to. Whether they’re in a hospice, or in their own beds, young or old, and no matter where they live.
Again thank you so much for helping to bring about the day when everyone is able to receive the best possible care and support when they need it most”“Fundraising Events Executive”
In MemoryIn Honour
In Lieu of Flowers
Funeral Collections Tribute funds
8
2 x In Memory Gifts
2 x Legacy Potential
2 x Value of Legacy
“Money given… in memory… will outstrip money given through
legacies in 10 years’ time, delegates at the Institute of
Fundraising’s National Convention heard”
Just Giving in memory donations
£1,000,000
£2,000,000
£3,000,000
£4,000,000
£552,662£738,880
£1,393,058£1,540,102
£2,175,714
£2,459,190
£3,020,708
2007 2008 2009 2010 2011 2012 2013
Q1 Income
11
Just Giving in memory donations
£35,388,769Total In Memory donations, including
events done ‘in memory’ (2013)
£14,792,168‘Pure’ In Memory donations, not
linked to any event (2013)
15
16
17
18
19
What In Memory Donors Want…
Family
Friends
Others
In Memory Research 2011
Grieving
Mourning
Supporting
In Memory Research 2011
Grieving
To provide a positive focus
“For my husband, he wanted something positive out of it, so he said we’ll be pro-active, instead of sitting around in self pity...”
(Female, 40s)
In Memory Research 2011
To keep the relationship alive
“You look at your life, it’s really really weird, I feel, I wouldn’t say it’s guilt, I feel I want to give... I feel I’m giving something to her... she’s not down here for me to give it to her...”
(Female, 40s)
In Memory Research 2011
Grieving
To combat helplessness
“You feel a bit helpless, and it’s nice because at the end you think I’ve raised all this money now, you push and push people to sponsor you.”
(Female, 30s)
In Memory Research 2011
Grieving
I want them to be proud of me
“I like to think she’s looking down from heaven, if there’s a heaven, and she thinks ‘good on her’. That’s what she’d say, good on you. You go girl”
(Female, 20s)
In Memory Research 2011
Grieving
Grieving
I want them to know I loved them
“I want him to know he was valued so much, that he meant so much to me, to all of us.”
(Male, 40s)
In Memory Research 2011
Supporting
Make the bereaved feel better
“For her she could see all the names of her friends which I think is lovely... she could say all these people care about me and I can count on my friends when times are rough.”
(Female, 40s)
In Memory Research 2011
How we actually treat them…
Donor Benchmarking Research 2011
6 countries; 15 charities each; 3 types of gift
Average speed of response
Ask Direct/Bluefrog Benchmarking 2011
Average speed of response
Ask Direct/Bluefrog Benchmarking 2011
0! 10! 20! 30! 40! 50! 60! 70!
Ireland!
Canada!
New Zealand!
In Mem!Generic Postal!Online -1st postal!
Irish In Memory Donors receive almost 20% less mail.46% of Irish charities sent nothing beyond a thank you within first 6 months.
Why are we ignoring In Memory Donors?
54%46%
Follow up to donation
Yes No
Ask Direct/Bluefrog Benchmarking 2011
0%
25%
50%
75%
100%
Ireland Australia NZ UKUS
Canada
% of charities with no follow up
But not as much as some…
Ask Direct/Bluefrog Benchmarking 2011
A bit more detail…
Ask Direct/Bluefrog Benchmarking 2011
0
4
8
11
15
0 1 2 3 4 5
Num
ber
of C
harit
ies
Total number of mail packs mailed to In Mem donor
IrelandNew ZealandCanada
Ask Direct/Bluefrog Benchmarking 2011
A bit more detail…
Do In Memory donors get a fitting reply?
Ask Direct/Bluefrog Benchmarking 2011
Do In Memory donors get a fitting reply?
Ask Direct/Bluefrog Benchmarking 2011
0!
2!
4!
6!
8!
10!
12!
14!
16!
Ireland! New Zealand! Canada!
Num
ber o
f cha
ritie
s!
Got nothing!In Mem Thank You!Generic Thank You!
Breaking it down – in the UK
Gi#-‐specific thank you
In Mem focus Hand signed Hand wri<en Men=on cousin
Men=on flowers
Offer tribute Offer support Offer to tell family
Amnesty
Greenpeace
Macmillan
CRUK
GOSH
NSPCC
Red X
RNLI
SA
STC
UNICEF
World Vision
BHF
RNIB
Oxfam
Ask Direct/Bluefrog Benchmarking 2011
Breaking it down – in Ireland
Gi#-‐specific thank you
In Mem focus Hand signed Hand wri<en Men=on cousin
Men=on flowers
Offer tribute Offer support Offer Condolences
Offer to tell family
Amnesty
Barnardos
Barretstown
Bóthar
CMRF
Concern
Focus Ireland
Irish Cancer Soc
Irish Heart Fnd
Irish Red Cross
MS Ireland
Oxfam
Trócaire
Unicef
World Vision
Ask Direct/Bluefrog Benchmarking 2011
Quality of Response - Ireland
Ask Direct/Bluefrog Benchmarking 2011
0"
1"
2"
3"
4"
5"
6"
Amnesty"Interna3onal"Ireland"
Barnardos"
Barretstown"
Bóthar"
CMRF"
Concern"
Focus"Ireland"
Irish"Cancer"Society"Irish"Heart"Founda3on"
Irish"Red"Cross"
MS"Society"
Oxfam"
Trócaire"
Unicef"
World"Vision"
Quality of Response - UK
Ask Direct/Bluefrog Benchmarking 2011
0"
1"
2"
3"
4"
5"
6"Amnesty"
Greenpeace"
Macmillan"
CRUK"
GOSH"
NSPCC"
Red"Cross"
RNLI"SalvaFon"Army"
Save"the"Children"
Unicef"
World"Vision"
BHF"
RNIB"
Oxfam"
Time for some examples…
Possibly the worst…
Tax Receipt?!
No personalisation.No mention of
In Memory.
MS Ireland:
No personalisation.No mention of
In Memory.
Personalised.But no mention of
In Memory
Concern.Is a tax reminder appropriate?
“PS If you’ve received a tax form in the post from Concern please complete and return it to us as soon as you can.”
That’s enough about you.Let’s talk about me.
MSF Canada: Sympathy card… then thank you letter.
The personal touch…
Meeting even more donor needs
Offer of bereavement support
53
What happened when I tried to make in memory donaAons to some NI chariAes...
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
Four things you can do.
1: Collect, care for and use data appropriately
Donor surveys:Gather data.
Begin the conversation.
Is this gift in memory of someone?
If yes, perhaps you’d like to tell us their name.
2. Stop. Listen.Think.
€ arrivesFundraising Dept checks
Specials flagged for
Thank You issued
Data recorded on database
Money to accounts for
3. Be Human
“You know when it’s a computer saying thank you and when it’s a person.
And, quite frankly, I prefer if it’s a person.”
(Female, 62)
Source: After the love has gone. Bluefrog 2008
4. Put the donor in control.
Of everything.