KickStart2011

KickStart 2011#kickstart2011

Morrison Hotel, Dublin, 14 January.

Damian O’Broin

Once upon a tim!...

€250,000 target met.

10% increase on 2009

(so far...)

Wish I’d done that...

Greenpeace Rainbow Warrior Video

http://www.delicious.com/damianob/kickstart2011

“P.S. As a token of our appreciation for your gift, we will add your name to our supporter dedication

wall which will be featured on the real Rainbow

Warrior. Your name will stand alongside others

from around the world who are prepared to contribute

to a greener world.”

Why does this work so well?

A journey back in time to the centre of the brain....

The most effective messages appeal

here

“Researchers have demonstrated that [we] make decisions in an emotional manner and then justify them rationally”

– Renvoisé & Morin, Neuromarketing

“...both genders must be engaged emotionally for a message to be remembered and acted upon.”

– Dr. A. K. Pradeep, The Buying Brain

The Six ‘Old Brain’ Stimuli

1. Self-Centred

4. Beginning & End3. Tangible Input

6. Emotions

2. Contrast 5. Visual Stimuli

To Their Moms...


Deliver to the

OLD BRAIN

Ensure it’s about YOU not ME

Simple & tangible

Make it visual Tell stories

Use emotion

Good vs Evil

Beat target

by 33%

Childs i Foundation Joey Video


2/3 donors didn’t choose a gift

Sight 70%

Safe Birth 20%

Mobility 6%

Education 4%

Up 50% onChristmas 2009

Up 84%

year-on-year

2009

2010

General Monthly Gifts Top Donors

General Cash +28%

Monthly Gifts +88%

Top Donors +227%

Not just tangible - restricted

Increased focus on top donor segments

Core service - familiar, understandable topic

Emotional, donor-centred,visual, great story

Clear need & achievable solution

“You” or “Your” is repeated 14 times on Page 1

(and donor’s name appears four times)

Visual stimulus

Articulation of need

Thanks donor and demonstrates impact

Introduces story...

Donor focused solution

Clear target

Four times as much money raised

First time donors who receivea personal thank you within

48 hours are

Four times more likely to give again

– McConkey Johnston International UK

38% sent personalised email thank you within 48 hours28% sent thank you letter within 2 working days

Only

50% managed to send a personalised

thank you within

48 hours– Ask Direct Mystery Shopping Research

Almost

1 in 5failed to acknowledge

the gift in any way.

Ever.– Ask Direct Mystery Shopping Research

The 3 things your THANK YOUneeds to do

Make your donor feel special

Arrive promptly

Show the impact of their gift

Fifteen ways to say thank you

Concern Worldwide Haiti Thank You


Action Aid Most Generous Person


New Zealand Blood Service


Girl Effect


What

YOU are about to do

is nothing short of revolutionary

Thank Youwww.askdirect.ie

www.twitter.com/damianobroin

www.slideshare.net/damianob

www.delicious.com/damianob

[email protected]

KickStart2011

Business

Transcript of KickStart2011