The power of loyalty in tough times - Fundraising Seminar

The power of

loyaltyin tough times

Maria Ros Jernberg

Or….

The power of loyalty

at all times

You will get the presentation. You don’thave to write everything down.

NOThere won’t be a lot ofnumbers/statistics/data. My aim: inspiration

Why loyalty?

Expensive to recruite new donors all the time

Loyal donors can help recruit new donors More money – Life TimeValue Competition is increasing

This is wherewe raise funds

Recession

Financialcrisis

Increasing competition

More charities/NGOs Universities Museums Hospitals and…

Today’s activism

What you and your friends think of different companies

Flickr

Youtube

Podcasting

Facebook

Twitter

User reviews

Citizen journalism

iStockphotoMySpace

Second Life

Everyone is a publicist!

People are active – asking for information, searching for information, sharing information. On their terms.

mass participation

Wasn’t this supposed to be aboutloyalty?

Allowing people toparticipate and get activebuilds loyalty.

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

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

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

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

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

How can you usecrowdsourcing as a tool to achieve mass participation?

Today it doesn’t matter what YOU say!

In 2011 your brand is determined by:

what you dowho you are

what THEY say.

What do they say?

Make sure there are good guys out theremass participating on your behalf, sayinggood things about you.

MAKINGYOU DONOR YOUR BRAND CHAMPION

But…. Loyalty first No loyalty, no brand champions

So let’s build loyalty

To get people passionate and talking about you, you need to create relationships worth talking about…

TRUE PASSION

http://www.youtube.com/watch?v=wvsboPUjrGc

IT STARTS WITH YOU! Live your values Show your committment Show your passion Donors want enthusiastic, passionate staff

who truly cares about the cause

(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

Brand Touch Points

A great donor experience!

DONOR FOCUS

It’s all about the donor

”You” is the most important word

Not ”Support us”It’s ”What you can do”

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.

Making donors feel like they’re part of something◦ Belonging

Idea: On the web: ”About us” + ”About you”

http://darmano.typepad.com/

A passion for donors!

The relation betweenYou and I

You = Donor

I/we = Organisation

You:I has to be bigger than 1

www.oxfam.org.uk

Common mistakes

We did this, we achieved that, that and that. We were amazing. And by the way, thankyou…

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…

Borrowed from Tom Ahern

CHANGE FOCUS

How do we get more from our donors?

What does the donor get from giving to us?

”Is this all I am?”

”But I want to be a hero!”

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/

Momsrising.org

http://news.cnnbcvideo.com/?nid=s5lRo6g5.GgDYQ6BoxEqSzE1NDIzNTY1&referred_by=18249781-ttwRjtx

UNA Sweden - http://unselfishstatus.fn.se/

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

You don’task peopleto becomeyour brand champions

The RippleEffect

The actions that make people great friends

ARE THE SAMEthat cause people to advocate for brands.

Source: 22squared

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

Message on my log: Charlotte has boughtyou a pink ribbon

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

Who do you want to give the Pink Ribbonto?

One Pink Ribbon cost €1 – or buy 10 ribbons for €5?

Pay via SMS. Sendthis code to… and you’ll donate €5.

Room for a personalised greeting

Publish the gift on your friend’s logs on Facebook

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

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

Thank you and goodluck!Please stay in touch!

mrosjernberg@hotmail.comOr find me on Facebook or LinkedIn

True loyalty!

Brands perceived to act on theircustomer’s behalf have 44% moreadvocates.

The power of loyalty in tough times - Fundraising Seminar

Documents

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