Donor AcquisitionLessons from the frontline of the

meltdown

Or…

If we can make it work, you guys

have no excuse!

Twitter @damianobroinBlog / web www .askdirect.ie

Damian O’Broin

#ioflondon

Some of the, ahem, challenges we face in Ireland…

The economy has gone down the toilet…

Ireland London United Kingdom0

10

20

30

40

50

60

70

Population (millions)

We’re titchy.

We don’t have postcodes. No, really, we don’t.

Very limited availability of good quality cold lists.

Limited (and expensive) media

But…

Changes in CPR 2008-10(Average = €113)

Average response rates

Cold lists – 1.2%

Door drop / inserts – 0.45%

Average gift - €78

Charities are continuing to recruit donors at an acceptable cost.

Some are recruiting at a profit.

Make it

Personal

Enveloped pack doubles response

Insert the Donor

“You know, Christmas is a great time for memories, isn’t it?”

“Especially if you know someone whose life has been affected by Alzheimer’s disease…”

“Maybe you know someone yourself.”

Make it

Sticky

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

The Six ‘Old Brain’ Stimuli

1. Self-Centred

4. Beginning & End3. Tangible Input

6. Emotions

2. Contrast 5. Visual Stimuli

Self-Centred

Visual Stimuli

TangibleEmotions

Contrast ImpliedBeginning &

End

Deliver to the

OLD BRAIN

Create

STICKY MESSAGES

SUCCES

implenexpectedoncreterediblemotionaltories

heathbrothers.com

J FKFB INAT OUP SNA SAI RS

JFK FBI NATO UPS NASA IRS

Simple

Unexpected

Concrete

Credible

Credible

More details

Vividstories

Concretewords

Active language

CREDIBILITY

Emotional

Rebirth

Tragedy

Comedy

Voyage and Return

The Quest

Rags to Riches

Stories

Overcoming the Monster

Stories

Make it

Easy

Remove barriers

51.4% completion 52.4% completion

Doubled the

number of people

who gave us their address

A QuickCase Study

44

45

46

Helpline Number1800 341 900

Content warning

Clear, tangible, early ask in standfirst

Starts telling the story…

(visual descriptions)

Letter mentions “you”, “your” or

“yourself” 11 times on first page.

Detail (credibility)

Emotion

47

“you” / “your” mentioned a further

8 times here

Deadline to build urgency

Need emphasised

Personal testimony to build credibility

Specific ask linked to benefits

48

Emotion (Anger)

3rd Ask

49

Benefit / Solution

Personal and emotional

Benefit / Solution

50

Thanks

Specific examples of what your gift will do

4th Ask

5th Ask

51

Prominent reference to €250 tax efficient

giving level

Repeat of call to action from Margaret

Helpline Number1800 341 900

Data capture at top

Was it Sticky?

Simple? Probably Not

Unexpected? YesEnvelope / Narrative

Concrete? Somewhat “find the courage..”

Credible? YesDetailed, vivid, story

Emotional? Yes

Stories? Yes

53

The Results…

New donors recruited: 196 (30% ahead of target)(36% more than 2009)

Average Gift: €141 (Increase of 67% on 2009)

Net cost per acquisition: €0 (down from €121 in 2009)