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Presentation to KickStart 2011, 14 January 2011
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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...
http://www.delicious.com/damianob/kickstart2011
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
http://www.delicious.com/damianob/kickstart2011
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
http://www.delicious.com/damianob/kickstart2011
Action Aid Most Generous Person
http://www.delicious.com/damianob/kickstart2011
New Zealand Blood Service
http://www.delicious.com/damianob/kickstart2011
Girl Effect
http://www.delicious.com/damianob/kickstart2011
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