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A fundraising day…
…with Stephen Pidgeon
A day with Stephen P…
10.00 – 11.15
11.30 – 12.45
1.45 – 3.00
3.00 – 4.00
‘How to love your donors to death’
Creative concepts and messages
Writing creative fundraising copy
Securing bequest income, with
kindness
Published Spring 2015
Some contact details…
Email me: stephenpidgeon @ gmail.com
Website: www. stephenpidgeon.co.uk
Rarely, I tweet: @ stephenpidge
How to love your donors (to death!)
5
Stephen Pidgeon
• Four amazing facts that should change your
fundraising for ever
• Eleven simple ways to love your donors
• A short reminder of why this could be SO
profitable
Session 1…
Two key issues to resolve…
The rise and rise of digital
On-line percentage of income…
2016 7.2%
2015 7.1%
2014 6.7%
2013 6.4%
2012 7.0%
US
• Blackbaud’s 2017 On-line Giving Report
• 6,845 non-profits raising £18.5bn (2015 - 3,786)
Fundraising October 2016
79% of gifts come from direct mail (c£8bn)
61% of charity marketing budgets are spent
on direct mail
56% of people think print is a more
trustworthy medium
13% of people over 45, had responded to a
direct mail ask
28% of response to direct mail is online
– 50% from Millennials
Two key issues to resolve…
The rise and rise of digital
Who gives serious money to charities in the
UK?
– What age are they?
– What income group are they?
Older people…
…are not more generous than younger people
They are not more caring
They are at a stage in their lives when
– Their children have left home
– Their children are independent (ho ho!)
– Older people miss the influence they had at work
– They have time to worry
– They have money
Wealth in the UK
Total wealth £9,500,000,000
Wealth is:
– Property wealth
– Financial wealth
– Physical wealth
– Pension wealth
Wealthiest 10% own 44% of the wealth
Of the 10 groups, the wealthiest 3 are…OLD!
• Four amazing facts that should change your
fundraising for ever
• Eleven simple ways to love your donors
• A short reminder of why this could be SO
profitable
Session 1…
Fact 1
…from excellent research by Jen Shang and Professor Adrian Sargeant in 2009 - 2011
Social information increased giving from new members (Number of Callers = 317)
$86.58$87.44
$96.98
$111.91
$80.00
$85.00
$90.00
$95.00
$100.00
$105.00
$110.00
$115.00
Control $75 $180 $300
Condition
Mean
Ple
dg
e A
mou
nt
($)
Jen Shang and Adrian Sargeant 2009 - 2011
Boundaries?
Jen Shang and Adrian Sargeant 2009 - 2011
Similarity Matters (Mary vs.Tom, she vs. he)
131.57
160.2
120
125
130
135
140
145
150
155
160
165
Mismatch Match
Condition
Mean
Co
ntr
ibu
tio
n (
$)
‘Identity’ can be expressed in all sorts of ways: faith, where you live, age, work, pets, views….
Jen Shang and Adrian Sargeant 2009 - 2011
Their social network matters
Amount Donated Based on Number of
Acquaintances who Listen to StationX
101.83
119.19
113.74
122.02
132.31
$100.00
$110.00
$120.00
$130.00
$140.00
1 to 3 4 to 6 7 to 9 10 to 12 13 to 15
Number of people
Av
era
ge
Am
ou
nt
Do
nat
ed (
$)
Jen Shang and Adrian Sargeant 2009 - 2011
Fact 2
As yet unpublished work from Professors Shang and Sargeant
Fact 3
Behavioural Insights Team (2013) ‘Applying behavioural insights
to charitable giving’. Cabinet Office/Remember a Charity
• A test campaign with lawyers:
• Control group – no reminder
• Test 1 – “Would you like to leave any money to a charity in
your will?”
• Test 2 – “Many of our clients like to leave money to a charity
in their will. Are there causes you are passionate about?”
Interesting research
Cabinet Office/Institute of Fundraising 2013
Facts 1 – 3 illustrate…
• …that giving is FAR from being a transaction
• Making a donation is deeply important to the
donor
Fact 4
Figures in August this year from The Royal British Legion, with their kind permission
Some key figures for you…
• Four amazing facts that should change your
fundraising for ever
• Eleven simple ways to love your donors
• A short reminder of why this could be SO
profitable
Session 1…
• Giving them moments of EMOTION
• Treating them like you would treat your grand
-mother
Loving your donors
• That basic rule: people give to people
• One or two, or a family, not loads
• Give really good feedback
• Telephone them to say ‘thanks’
Building Emotion…
• …increased Revenue Retention by:
• 40%• That 40% increase will pay for the telephone
calling 3x or 4x…or use volunteers!
Telephoning to thank a new supporter…
Donor-Centred Fundraising Penelope Burk, Chuck Longfield (Blackbaud) cited in SOFII
• That basic rule: people give to people
• One or two, or a family, not loads
• Give really good feedback
• Telephone them to say ‘thanks’
Building Emotion…
4
• Giving them moments of EMOTION
• Treating them like you would treat your grand
-mother
Loving your donors
• Do you thank them affectionately?
Loving them like your grand-mother!
• I’ve just sent your museum £200
• Write the first line of the letter of thanks you
are going to send me….
• Dear Stephen,
A task for you…
Do you really think of your donors?
Do you thank them affectionately?
Do they know how important they are to you?
– Noting anniversaries
– Rewarding loyal support
– Asking for their opinion
– Conspicuous special treatment 9
• Do you thank them affectionately?
• Do they know how important they are to you?
• Can they choose how often you write to them?
Do you really think of your donors?
Do you really think of your donors?
Do you thank them affectionately?
Do they know how important they are to you?
– Noting anniversaries
– Rewarding loyal support
– Asking for their opinion
– Conspicuous special treatment
Can they choose how often you write to them?
What about a ‘money back guarantee’?
Do you really think of your donors?
Do you thank them affectionately?
Do they know how important they are to you?
– Noting anniversaries
– Rewarding loyal support
– Asking for their opinion
– Conspicuous special treatment
Can they choose how often you write to them?
What about a ‘money back guarantee’? 11
Session 1…
Four amazing facts that should change your
fundraising for ever
Eleven simple ways to love your donors
A short reminder of why this could be SO
profitable
A day with Stephen P…
10.00 – 11.15
11.30 – 12.45
1.45 – 3.00
3.00 – 4.00
‘How to love your donors to death’
Creative concepts and messages
Writing creative fundraising copy
Securing bequest income, with
kindness
Creative concepts and messages
41
Stephen Pidgeon
Session 2…
The art of finding connection
Common barriers
Moving your organisation to think differently
Connecting properly – the notion of a ‘concept’
My learning…
Connect with people BEFORE you ask
Connect first, then ask…
It doesn’t have to be in two stages
Connect first, then ask…
It doesn’t have to be in two stages
You don’t need a ‘thing’
You simply need to catch your audience…
‘The essential difference between emotion and
reason is that emotion leads to action and reason
leads to conclusions’
Donald Calne, Consultant Neurologist
University of British Columbia
Session 2…
The art of finding connection
Common barriers
Moving your organisation to think differently
Connecting properly – the notion of a ‘concept’
4 common barriers to connection…
Talking about yourselves – count the We’s
Talking about your services
Getting in the way
It is so easy…
Over the last 30 years…
…WSPA supporters have helped us change the
lives of animals for the better
…WSPA supporters have changed the lives of
animals for the better
Building Emotion…
That basic rule: people give to people
One or two, or a family, not loads
Who uses the phrase…
4 common barriers to connection…
Talking about yourselves – count the We’s
Talking about your services
Getting in the way
Just telling a story
Telling stories is difficult…
We ignore hundreds of stories every day
…because we are not ‘connected’ with them
Engaging people with a written story is INCREDIBLY
difficult
Writing an engaging story when ten people have to
approve the copy…
…is IMPOSSIBLE!
4 common barriers to connection…
Talking about yourselves – count the We’s
Talking about your services
Getting in the way
Just telling a story
Session 2…
The art of finding connection
Common barriers
Moving your organisation to think differently
Connecting properly – the notion of a ‘concept’
As fundraisers, you have to find…
…the answer to the question
Why should I give you £200?
The proposition has four pillars…
Vision
Enemy
Hero
Recipient
RNLI
Example 1: RNLI
VISION ENEMY HERO RECIPIENT
No deaths at
sea
The cruel sea That tough,
bearded,
volunteer
crewman
Stupid, rich
day-sailor
who fell off his
boat
Example 2: Action for Blind People
VISION ENEMY HERO RECIPIENT
Every blind
and partially
sighted person
given support
when needed
Red tape and
lack of money
for simple,
practical
support
Passionate
people fighting
bureaucracy
and
indifference to
provide
Thousands of
people (every
15 minutes)
losing their
sight and
picking up
shattered lives
Fundraising proposition
Every 15 minutes someone in the UK begins to
lose their sight. Today, with your help, we can
give them the practical support needed to
rebuild their shattered lives.
Must-haves…
Every good proposition should have:NeedSolutionNow
And ideally, it should be unique
‘Every 15 minutes someone in the UK begins to lose their
sight. Today, with your help, we can give them the
practical support needed to rebuild their shattered lives’
Example 4: Royal Pavilion, Brighton
VISION ENEMY HERO RECIPIENT
An opulent celebration of eccentric and
rich treasures are cherished to
bring pleasure to everyone…foreve
r
The deadly hands of time, familiarity and
indifference
The imaginations of George IV and
others and today’s
craftspeople who cherish and
protect the treasures
Our Nation
Fundraising proposition….
For the small sum of £200 you can stop the deadly
hands of time crumbling the unique celebration of
opulence, eccentricity and rich treasures -
imagined by George IV, artists, explorers,
obsessives, and connoisseurs - for the pleasure of
everyone today and in the future.
What the exercise has achieved…
Fundraising and Marketing now working together,
‘hand in glove’
New tag line ‘Experience the extraordinary’
Everybody now uses words like ‘cherished’,
‘eccentric’, ‘treasured’ instead of ‘conserved’
…and gone are ghastly descriptions like: ‘rich
collections and exciting exhibits are dynamically
displayed in stimulating surroundings’
Rob Yates
Fundamental conflicts…
…you have to deal with…
…between Marketing and Fundraising
Session 2…
The art of finding connection
Common barriers
Moving your organisation to think differently
Connecting properly – the notion of a ‘concept’
Connecting properly…
You need an idea
– David Ogilvy said you needed a ‘Big Idea’
You need a CONCEPT
Connecting properly…
You need to know your audience
You need an idea
– David Ogilvy said you needed a ‘Big Idea’
You need a CONCEPT
Two skills to find a concept…
Thinking sideways not straight
Spotting interesting snippets
Exercise 1
You are meeting the father of the pair in this
Coastguard case
List the questions you want to ask him (and
his wife!)
Session 2…
The art of finding connection
Common barriers
Moving your organisation to think differently
Connecting properly – the notion of a ‘concept’
A day with Stephen P…
10.00 – 11.15
11.30 – 12.45
1.45 – 3.00
3.00 – 4.00
‘How to love your donors to death’
Creative concepts and messages
Writing creative fundraising copy
Securing bequest income, with
kindness
Key ‘connecting’ moments
Three connection opportunities:
The envelope
The Johnson Box
The first paragraph
Concept is…
As we prepare for the cold wet winter and the
flood of homeless coming to us, we’re getting
the stores in.
First essential…warming coffee, the first sign
of welcome on a ghastly night outside
Exercise 3: look first for…
Connection…highlight parts that ‘connect’ with you
Need and solution
What tense predominates?
When did the donor first learn of their role?
When did the ask first appear?
And how was it consolidated?
What did you FEEL after you’d read it, generally?
A golden guide – is all this clear…
What’s the problem?
Why should I (the donor) care about it?
What is this charity doing about the problem?
What can I do as a donor?
Why do I need to give now?
What happens if I don’t give?
What is their proof of success?
This guide comes from my wonderful creative partner, Pauline Lockier
Exercise 5
A cancer charity in Northern Ireland
The tools available to you
Emotion is the key driver
Metaphor delivers emotion
Metaphor delivers emotion
Monoculture is like a giant parasite sucking the lifeblood
out of farmland birds
A combine harvester used at the wrong time is an
executioner’s axe to the corn bunting
For a tree sparrow, removing hedgerows is like removing
the fruit and veg from the supermarket
Child sponsorship is like ….holding a child’s hand as he or
she grows up
Being a farmer in Zimbabwe is like trying to grow oranges
in Portsmouth – everything is against you.
The tools available to you
Emotion is the key driver
Metaphor delivers emotion
You always need a BME
Beginning
Focus of the appeal
Who, what, where
Problem/solution - YOU are part of the solution
Big problem – what’s wrong
…and an outline of the donor’s task
Middle
Solutions and cost
Impact
Reason to act now
Consequence of not acting/no money
Clear ask
Promise of transformational change
End
Another reason to act now
Impact and transformation
Repeat the ask
The tools available to you
Emotion is the key driver
Metaphor delivers emotion
You always need a BME
Write in the present tense
Using the active tense
Passive/past
A major policy change wasachieved by GWCT
Active/present
GWCT achieves a major policy change
Evidence shows this decline has been driven by large-scale changes to farming
Evidence shows that large-scale changes to farming are driving this decline
To meet increased demand for human food production, more intensive farming techniques are being used and this has reduced essential food sources and habitats for songbirds
The increasing demand for human food production is driving intensive farming techniques that reduce essential food sources and habitats for songbirds.
This session…
Emotion is the key driver
Metaphor delivers emotion
Connection is the key issue
You always need a BME
Write in the present tense
Talk about LOSS not GAIN
Which is more persuasive?
Implying loss
Stop songbirds disappearing at alarming rates
Stop pheasant chicks dying
Promising gain
Help to double songbird numbers
Help more pheasant chicks survive
Source: The Psychology of Persuasion. Robert Cialdini
In DM ‘loss’ is more persuasiveBut most charities prefer to ‘look on the bright side’
This session…
Emotion is the key driver
Metaphor delivers emotion
You always need a BME
Write in the present tense
Talk about LOSS not GAIN
Remember your checklist…is all of this VERY clear?
What’s the problem?
Why should I (the donor) care about it?
What is this charity doing about the problem?
What can I do as a donor?
Why do I need to give now?
What happens if I don’t give?
What is their proof of success?
Key Rules of Fundraising Writing
Ask for ‘money’ not for ‘support’
Key Rules of Fundraising Letters
Ask for ‘money’ not for ‘support’
Write in simple straightforward English
John Watson, a wonderful man!
In order to communicate with maximum effect to an
audience of purchasers, the requirement is to
employ a style of language that is comprehensible to
the majority of the individuals who will pursue it.
So we can talk to a group of buyers and get them to
do what we want, we need to use the kind of words
and phrases that will be understood by most of the
people who see them
Successful creativity in DM John Watson
Key Rules of Fundraising Letters
Ask for ‘money’ not for ‘support’
Write in simple straightforward English
Format your letter for easy reading
Reading Gravity
TA
POA
Research by Colin Wheildon
Headline
Headline
A B
Key Rules of Fundraising Letters
Ask for ‘money’ not for ‘support’
Write in simple straightforward EnglishEnglish
Format your letter for easy readingforreading
Relate the story to the reader
For instance…
One in three of the population will suffer
from Cancer..
One in three of us will suffer …
One in three of your family and friends…
4 idiocies to avoid
Jargon
Jargon in the charity world
Biodiversity
Community development
Specialist palliative care
Empower
Building capacity or capacity development
A regular gift
Psychosocial and educational activities
Jargon in the heritage world
Independent registered charity
Collecting, conserving and exhibiting artefacts
Friends
…and a classic:
‘If you leave us a gift in your will, you may
benefit from reduced inheritance tax…’
4 idiocies to avoid
Jargon
Don’t fiddle…with copy
Don’t fiddle…with copy
The strongest desire is not love or hate, but the
need to change someone else’s copy
amend alter
vary
mutate
change
An immortal quote which certainly appears in David Ogilvy’s book
Source: probably David Ogilvy
4 idiocies to avoid
Jargon
Don’t fiddle…with copy
Colour
Colour
Coloured text gets easier as it gets closer
to black.
Colour
Coloured text gets easier as it gets closer to
black.
Coloured type on tints should mostly be
avoided.
4 idiocies to avoid
Jargon
Don’t fiddle…with copy
Colour
Length of letters
4 idiocies to avoid
Jargon
Don’t fiddle…with copy
Colour
Length of letters
Wonderful copy…
‘In the civil war in Uganda I was visiting camps for
people fleeing the fighting. We picked up a very
sick mother and her starving children to take them
to hospital in Kampala. In the crowded jeep a little
boy of five or six sat on my lap. We smiled at each
other as the jeep bounced along the rough direct
roads. He died before we reached the hospital.’
George Smith
‘The essential difference between emotion and reason
is that emotion leads to action and reason leads to
conclusions’
Donald Calne, Consultant Neurologist
University of British Columbia
Why is it so powerful?
A day with Stephen P…
10.00 – 11.15
11.30 – 12.45
1.45 – 3.00
3.00 – 4.00
‘How to love your donors to death’
Creative concepts and messages
Writing creative fundraising copy
Securing bequest income, with
kindness
Legacies - getting the ‘ask’ right
111
Average values in UK…
Specific legacy (pecuniary legacy) £3,500
Residuary legacy (the rest of my money!)
£50,000
Average c £18,000
The last session…
Why and why people may not leave a
legacy
When, who and how to ask
It’s a simple craft…
…frequently messed up!
Why?
Their ‘values’ can live on
They trust the charity
They have been hurt
Their loved-one, who has died, supported the
charity
‘Personal reasons’
Their grand-children will benefit
Why they might not…
Family and friends come first
A ‘legacy’ should be a LARGE sum
Concern they will have no money after care in
their retirement
They think changing a Will is expensive
The last session…
Why and why people may not leave a
legacy
When, who and how to ask
It’s a simple craft…
…frequently messed up!
When to ask
Best age is 60 - 75
75+, ask but it may be too late
Avoid asking below age 50
Who should ask
A beneficiary
A senior trustee (as long as they can say “I’ve
done it, will you”)
Another supporter
One or two others, not many!
How to ask
BY LETTER!
Through the supporter magazine
Though an invitation to a ‘day’
Website
Advertisements
Telephone…NO!
By Free Will Weeks/Months
The last session…
Why and why people may not leave a
legacy
When, who and how to ask
It’s a simple craft…
…frequently messed up!
It’s a simple craft
Use simple words, simple stories
Use them with passion (true to the brand)
…but build in measure of ‘reason’!
…and ‘longevity’
Get your English right
Remember, they’re old!
Make them famous
The last session…
Why and why people may not leave a
legacy
When, who and how to ask
It’s a simple craft…
…frequently messed up!
And finally…
The last session…
Why and why people may not leave a
legacy
When, who and how to ask
It’s a simple craft…
…frequently messed up!
A day with Stephen P…
10.00 – 11.15
11.30 – 12.45
1.45 – 3.00
3.00 – 4.00
‘How to love your donors to death’
Creative concepts and messages
Writing creative fundraising copy
Securing bequest income, with
kindness
Some contact details…
Email me: stephenpidgeon @ gmail.com
Website: www. stephenpidgeon.co.uk
Rarely, I tweet: @ stephenpidge