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SUPPORTER JOURNEYS: 26 MILES
IS JUST THE START
MARY CAMPBELL
Let’s get better acquainted
Mary Campbell – Head of Events at Anthony Nolan
@mary_g82
@Anthony Nolan facebook.com/anthonynolan
@A_N_Events facebook.com/anthonynolanrunningteam
Aims of the session
• To show how Anthony Nolan takes an approach to
fundraising that is centred around the supporter and
what they want to achieve, rather than being product led
• To illustrate how powerful it can be to empower
supporters to drive their own fundraising, and share their
own stories
• To use Anthony Nolan’s year as Official Charity of the
2014 Virgin Money London Marathon to show examples
of easy ways you can build long lasting relationships with
your supporters
Relationships not products
Why your non-profit’s events are a waste of time.
“Fun events may bring in hundreds of attendees, but a
fundraising event is not an end in and of itself. Often the
charity never sees these folks again (or at least not until the
next event) because these folks are golfers or ‘thoners, not
donors. These events are a waste of your precious
resources.”
The motivation and commitment required to do a
challenge event gives us the opportunity to build
long term relationships with supporters
Relationships not products
• Fundraising is about mutual relationships, rather
than transactional relationships driven by the
marketing of fundraising products
• This approach can work for all charities
Empowering supporters
• Keep your eyes peeled
• Make sure you get permission – and keep
getting it
• Levelling the playing field
• Give people the opportunity to share
• Accept there is a small element of risk
Empowering supporters
Using major donor theory for your
supporters
• Personalisation is key
• Account management model
• Ditch the silos
• Know the theory
• Might involve some training
Building relationships with your supporters
Building relationships with your supporters
Driving long term relationships with
supporters
Question time
I’ll be tweeting links to the social media content after this session
Mary Campbell – Head of Events at Anthony Nolan
@mary_g82
@AnthonyNolan facebook.com/anthonynolan
@A_N_Events facebook.com/anthonynolanrunningteam
Visit the CharityComms website to view
slides from past events, see what
events we have coming up and to
check out what else we do.
www.charitycomms.org.uk
CRM for charity
communicators:developing excellent customer
experience
Conference
2 December 2014
London
#charityCRM
