Friday, June 5, 2015

Post Nepal Disaster donor retention - A special Discussion


I am hosting a webinar, twice in different timezones to discuss with international fundraisers how they fared retaining disaster donors.

Despite a second earthquake in Nepal and the continuing issues for people impacted by the earthquake, media coverage of the disaster has all but disappeared. 

So I feel now is the time to reflect on how our fundraising performed.

I have had some great feedback on my article about to how to identify committed donors from emergency donors (available here if you haven't read it).

The article was about my theory - but what actually happened for those who tried to keep disaster donors giving?

I am going to host two online discussions timed so that people all over the world can join one or the other.

We plan to share a few case studies from around the globe.  Oxfam Australia raised over $8 million and Yvette Petersen - the boss of fundraising there - will give us a short overview of results and techniques.

What about follow up?

Act for Peace were first to follow me up with a second ask.  And 24 days after I donated Plan Australia called me to ask me to become a regular giver.  

They were the very first to make this crucial call.  I will be sharing my experience as a donor to these two and other charities. 

This discussion will focus on  'How did you fare getting second gifts and monthly donors after the disaster?'  All participants are invited to share their results, challenges and questions. That includes you.

There are two slots to register below.

WHEN - Oceania, SE Asia, European edition (night bird Northern and Latin Americans welcome!)
This informal discussion will take place using GoTo Webinar on;

Tuesday 23rd June. Sydney 5pm, Auckland 7pm, Tokyo 4pm, Bangkok 12pm, Berlin 9am, London 8am. 

Please let us know you are attending by clicking and registering your place.



OR

WHEN - Early bird Oceania and Americas edition (night bird Europeans welcome)
This informal discussion will take place using GoTo Webinar on; 

Wed 24th June 2015. Los Angeles 1pm, Mexico City 3pm, New York 4pm, Buenos Aires 5pm, London 9pm.

Thurs 25th June 2015. Sydney 6am.

Please let us know you are attending by clicking and registering your place.



I look forward to talking with you at one of the times above,

Sean

PS - please come along to this practical and useful discussion about converting disaster donors into ongoing supporters - I promise you will find it worthwhile in your mission to raise more ongoing funds!

PPS - I donated (or attempted to donate to) Charity : Water, Concern USA, Care Canada, Childfund NZ, Oxfam NZAustralia's Save the Children, Plan, CBM, Act for Peace, Oxfam, UNHCR, Unicef, ADRA. My selection was made simply by those who asked me to donate.

Thursday, May 14, 2015

#FundraisingOnline conference - notes and links

Hi everyone.

If you were at #FundraisingOnline and attended my session - thank you for being there. You can see my session again here http://ubivent.com/en/fundraising-online-2015 until mid July.

If you were not able to be there, you can also see the slides and the session by signing up for FREE here https://www.ubivent.com/registration/fundraising-online-2015 You will need to register quickly though as places are limited.

I am happy to share the Digital Integration Checklist with you from the session and some of the key links of pages to visit.

Digital Integration Checklist 

1. Dedicated landing pages
















2. Home page 'take over'
- Test using a lightbox that pops up that is about the story you are using in your fundraising ask

3. Supporting website content
- If you can't do the above, make sure you have the story on your home page

4. Email
- Send a pre and post email to an appeal to reinforce the story and the ask, this will help increase donations
- Include a link to donate online as well
- We are not trying to take donors away from direct mail

5. Social media
- Test using offline DM messaging online
- Tell a good story and encourage sharing
- Facebook - has proven to be the best so far in bringing a return

6. Online advertising
- Best return is from Facebook from charities I have worked with

7. SMS
- Use this if you didn't get through to the donor on pre-calls to an appeal


Key links

Good and bad landing pages tinyurl.com/charitylandingpages



Sign up for more tips, techniques and knowledge from me tinyurl.com/seantrinerinfo



For insight into long and short emails and letters (as well as other insights)



For insights and learning on older donors



Wednesday, April 29, 2015

Finding committed donors from disaster responders


A full step by step guide to finding committed donors from disaster responders is now available.  Please click here to order one!

A devastating earthquake hits Nepal.  Many people are killed, and tens of thousands are without shelter, clean water and food.  International organisations from nation states, UN and NGOs respond fast. 



People all over the world see the disaster on TV, are stirred emotionally and want to help.
  


They want to do something to help.  So they do what they can – and make a donation. 

These are beautiful human beings that want to help others.  They want to help strangers, often on the other side of the world in place they have never been and will never go.  But they care. 

Some of these people are not ‘traditional’ donors.  They have not responded to other media.  Jeff Brooks, author of the best fundraising blog Future Fundraising Now wrote in his recent blog… 

“New donors you get through disaster fundraising will have terrible retention rates -- tens of percentage points less than you're used to. That's because you get a lot of younger and less-committed donors who have no intention of ever giving again. There's not much you can do about it other than avoid throwing good money after bad.” 

I agree with his first bit, but not his last.  You can do something about it. Our latest study of Australian donors shows that the average regular giver (sustainer in American) is much younger than your traditional cash donor. 

Mean ages are around 43 and 72 respectively.  So, if emergency donors are younger they could be good regular giving prospects. 




Indeed, they are.  Many charities spend lots of money generating ‘leads’ for calling people to get regular gifts.  They are pleased if they get 6% conversion on the phone.  This usually means the donor acquisition costs are cheaper than their normal largest source of new donors, face to face. 

But with emergency donor conversion in excess of 7% after a couple of weeks, and the leads effectively ‘free’ we should be getting even better returns.  

Charities who are already working on regular giver (sustainer) calling programs will find specialist agencies can quickly switch calls to emergency donors for a better return.  If this could be done within days I imagine 10% response of those we speak to should be achievable.   

But we can do even more – calling and emailing people and asking them for a second donation makes a lot of sense too. And it is worth testing a second gift ask, then a regular gift ask vs straight to regular giving. 

In lieu of established testing, I propose this donor journey for new donors 

1. Charity appeals for funds in media: Press ads, social media, digital advertising, TV ads, TV presenters appeal directly, Phone, direct mail, email, radio, through churches, temples and through corporate supporters. 

2.Donations come in through these channels: 
a. Online 
b. Post 
c. Phone 
d. Fax (yes, there are still some!) 
e. Collection points (eg banks) 

3. Thank quickly – email, explaining that the donors money is having an impact straight away.  DEBIT FAST. It doesn’t make sense to have an emergency appeal then not debit as quick as possible. 

4. Follow up all donations that meet a certain criteria with a second cash gift ask within hours – whilst the media frenzy is still happening. 

5. Follow up AGAIN as media dies down, or within ten days – whichever is sooner, and ask for a regular gift (sustainer). 

6. Thanking and updating throughout by email. 

7. Use retargeting and social media to ‘follow’ these donors with ads and posts relevant to the emergency. And post emergency, keep them in mind for acquisition campaigns. 

When the Nepal earthquake hit I was working on an interactive article giving more detail on this plan.  

I decided to make this available as a step by step guide, which will include how to work with the data, make the most out of the targeting, how to use social information, lot of examples and more.   




Monday, February 23, 2015

FIA 2015 State of Donation Plenary

The 2015 'State of Donation' Prezi about big picture stats in Australia is here!

Let me know if useful, and please feel free to fire questions at me.











Friday, September 19, 2014

Surprise helps video sharing

Good learning at Pareto staff conference today.  
Cameron Pratt 'Content Consultant' showing us some neat tactics that can increase chance of your video going viral. 
Good fun, but even when these videos (like the one below) went viral (3m) what did they achieve?  Ice bucket challenge went viral and had a clear call to action.



Here is another good one but with a better call to action.


Tuesday, September 16, 2014

Public Brand Awareness: Useful for charity?

Jeff Brooks' brilliant book on branding The Money-Raising Nonprofit Brand is an essential read for all fundraisers.

But while you wait for it to arrive after you just ordered it on Amazon, check our my little two penneth on 101fundraising.

http://101fundraising.org/2014/09/brand-awareness-king/


Thursday, September 11, 2014

Mythbusters and story telling FINZ 360

My second New Zealand conference of the week was in Christchurch, where I presented a short Mythbusters session and a longer session about story telling.

Story telling is here.

And Mythbusting below...

Disaster Fundraising Guide - download it here