Donor Comm Self-Audit | © 2009 Tom Ahern | “Do I tell people how we are unique?”
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Transcript of Donor Comm Self-Audit | © 2009 Tom Ahern | “Do I tell people how we are unique?”
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 1
“Do I tell people how we are unique?”
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 2
“We take citizens most likely not to succeed, and we help
them to succeed.”
Director, Community College of RI
What makes you different?
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Source: Friends of the Children
3Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 4
“Are my headlines really headlines?”
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 5
This is big type. It is not a headline.
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© 2009 Tom Ahern 6
“Well-written headlines are the main entry point to text.... A good headline [has] enticing words, good action verbs, the best possible summary of what the content is about, and, if possible, a surprise or ‘hook’ that pulls us in.”
Dr. Mario R. Garcia, Redesigning Print for the Web
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© 2009 Tom Ahern 7
Not a headline
Not a headline
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© 2009 Tom Ahern 8
This is not a headline. It doesn’t tell me what the story is about.
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© 2009 Tom Ahern 9
Would Marijuana Be OK by Prescription If You Didn’t Get High? Painkillers Without Pleasure
[in this case, the Wall Street Journal used 14 words to tell the tale -- short-winded for the Journal, which averages more like 25-30 words for its headline/deck combos]
Headline
Deck (sub-headline)
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 10
“…after seeing your presentation, we put into place many of the fundamentals you advocate for a good donor newsletter. It’s working! …we’ve more than doubled our gifts, and they keep coming. The average gift size [from the newsletter] is almost twice as much as our appeal’s average gift.”
-- Clovis Thorn, Director of Development, Drug Policy Alliance; September 22, 2005
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 11
Before
After
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 12
“Can readers easily skim my stuff?”
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 13
What do “readers” really see• Artwork: 80 percent
• Photos: 75 percent
• Headlines: 56 percent
• Briefs: 31 percent
• Captions: 29 percent
• Text: 25 percent*
*This number is abnormally high, according to Poynter Institute researchers. They tested prototypes rather than actual publications. Prototypes invariably produce higher, more positive numbers than real publications. Source: Ann Wylie
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 14
“Do I promote trust?”
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 15
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16Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 17
“Fundraising and efficiency facts…”From the United Negro College Fund website
-- UNCF maintains a low cost ratio of only 17.6 percent of total revenues – 7.8 percent for administrative costs and 9.8 percent for fundraising.
-- Both The Non-Profit Times and The Chronicle of Philanthropy rank UNCF among the top 10 charitable educational organizations in the country.
-- Approximately 92 percent of students attending UNCF member institutions require financial assistance.
-- 59 percent of students attending UNCF member institutions are from families with a gross income of less than $35,000 and roughly half of UNCF students are from single parent households.
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 18
Testimonials est. trust
“By any measure, Smile Train is one of the most well-managed and cost-efficient charities around.” -- Bill Bradley
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Donor Communications | Tom Ahern | www.aherncomm.com 19
If you have credibility-builders, display them.
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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”
20Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 21
“Is my website ready for donors?”
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 22
58% of donors say they research a nonprofit online
before making a contribution.
Source: The Agitator’s 2008 DonorTrends Survey
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 23
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 24
“Am I jargon-free?”
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 25
Write like you’re writing to your mum.
-- Richard Radcliffe, one of the world’s leading researchers into donor motivation
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 26
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 27
We work with you to:
Create partnerships and initiatives that focus attention on and mobilize giving for key challenges facing our city… Collaborate with community leaders to make change happen whether as a donor or non-profit executive, visionary or organizer. We support philanthropic leaders in carrying out their work, reinforcing their efforts by carrying out ours.
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Direct Mail | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 28
We work with you to:
Create partnerships and initiatives that focus attention on and mobilize giving for key challenges facing our city… Collaborate with community leaders to make change happen whether as a donor or non-profit executive, visionary or organizer. We support philanthropic leaders in carrying out their work, reinforcing their efforts by carrying out ours.
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 29
“Do I make lots of unburied offers?”
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 30
R.I.P.
Don’t BURY your offers.
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 31
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 32
Tour offerInformation offer
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33Donor Communications | Tom Ahern | www.aherncomm.com
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 34
“Do I make it super-duper easy to make a
gift?”
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(footer on every email)
Greenpeace relies almost entirely on the support of individuals, remaining independent of any government or corporate money. Please donate now if you can.
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36Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 37
#1 reason people didn’t give online, research said?
They didn’t know they could.
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 38
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 39
“Am I utterly explicit about what I want someone to do?”
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 41
“Is my stuff rich with emotional triggers?”
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 42
(Direct mail industry trade secret!)Seven emotional triggers causepeople to respond to direct mail:
-- Anger-- Exclusivity-- Fear-- Flattery-- Greed -- Guilt -- Salvation
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 46
The envelope that brought 500+ millionaires interested in philanthropy onto the mailing list
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 48
You are hereby invited [flattery] to become a
Member [exclusivity] of the Kennedy Center
at a full 20% discount [greed]
and gain the special privilege [exclusivity] to
purchase advance tickets before the general public [greed]
to the finest Kennedy Center presentations. [exclusivity]
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 49
“Do I include great big faces?”
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51Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM
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Source: Friends of the Children
52Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM
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Donor Communications | Tom Ahern | www.aherncomm.com 53
Studies show eyes attract eyes
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 54
“Do I surprise my readers … or bore
them?”
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Also “new-ish”Words like secret, hidden, hints, tips, update, private, confidential, mystery,
discover, unveil, expose, reveal, divulge. Phrases like "Did you know?", "Myths
and Facts," "Frequently Asked Questions," "Heard on the Blog."
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 57
Visual drama
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59Direct Mail | © 2009 Tom Ahern | WWW.AHERNCOMM.COM
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 61
“Do I invite my donors to a fight?”
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Donor Communications | Tom Ahern | www.aherncomm.com 62
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Donor Comm Self-Audit | © 2009 Tom Ahern | WWW.AHERNCOMM.COM 63
Myfreehow-toe-newsletter…www.aherncomm.com