Supporters worth their weight in gold - a magical thought! Stephen Pidgeon

Some contact details… Email me: stephenpidgeon @ gmail.com Website: www. stephenpidgeon.co.uk Rarely, I tweet: @ stephenpidge

This afternoon… Four amazing facts that should change your view of your supporters for ever Six simple ways to change your relationship with your supporters A short reminder of why this could be SO profitable

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) Jen Shang and Adrian Sargeant 2009 - 2011 5

Similarity Matters (Mary vs.Tom, she vs. he) ‘Identity’ can be expressed in all sorts of ways: faith, where you live, age, work, pets, views…. Jen Shang and Adrian Sargeant 2009 - 2011 6

As yet unpublished work from Professors Shang and Sargeant Fact 2 As yet unpublished work from Professors Shang and Sargeant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

Interesting research 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?” Cabinet Office/Institute of Fundraising 2013

This is NOT about money! Facts 1 – 3 illustrate… …that giving is FAR from being a transaction Making a donation is deeply important to the donor This is NOT about money!

This IS about money! Fact 4 Figures in August this year from The Royal British Legion, with their kind permission

Some key figures for you…

This afternoon… Four amazing facts that should change your view of your supporters for ever Six simple ways to change your relationship with your supporters A short reminder of why this could be SO profitable

A reminder of who is giving… The rise and rise of digital fundraising

On-line percentage of income… 2015 7.1% 2014 6.7% 2013 6.4% 2012 7.0% 2011 6.3% 2010 7.6% US Blackbaud’s 2014 On-line Giving Report 3,786 organisations with $14.5bn fundraised income

Two key issues to consider… The rise and rise of digital Who gives serious money to charities in the UK? What age are they? What income group are they?

They still want to change the world! Older people… …are not more generous than younger people They are not more caring They are simply at a stage in their lives when Their children have left home Their children are independent (ho ho!) Retired people miss the influence they had at work They have time to worry They have money They still want to change the world!

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!

This afternoon… Four amazing facts that should change your view of your supporters for ever Six simple ways to change your relationship with your supporters A short reminder of why this could be SO profitable

Changing the relationship with your supporters… Look at the way you deliver your message

Let me just check… Do you think… …the organisation you work for is making a terrific contribution to the community and/or the country?

What message are you giving… …to people who might be pleased to support your work? Your message has to be about ME (the donor) not YOU (the organisation)

Building Emotion… ‘Please give us a donation and we will….’ Who uses the phrases… ‘Please give us a donation and we will….’ ‘Please buy our tickets and we will….’

What message are you giving… …to people who might be pleased to support your work? REMEMBER… NOBODY is interested in what you DO They are only interested in what will be achieved with their support

Non-profits… Talk about themselves ALL the time

At the recent AFP Boston conference… ‘Donors don't give to charities with needs, they give to charities that meet needs’ No they don’t… Donors give to needs that charities are meeting

Changing the relationship with your supporters… Look at the way you deliver your message Thank them properly

A task for you… I’ve just sent your non-profit £100 Write the first line of the letter of thanks you are going to send me…. Dear Stephen,

Changing the relationship with your supporters… Look at the way you deliver your message Thank them properly Give them really good feedback about their achievement

Changing the relationship with your supporters… Look at the way you deliver your message Thank them properly Give them really good feedback about their achievement Do they know how important they are to you?

you first supported us by buying our Irish Red Cross Dear Mr. Pidgeon, Forgive me writing out of the blue like this but I’ve noticed that it is five years this month, since the Irish Red Cross received your first kind donation. I do hope our records are accurate but I wanted to say how very much we’ve appreciated your support and kindness over these years. …and that is made possible only because of steadfast kindness such as yours.  I do thank you, Mr. Pidgeon and offer you my warmest wishes.   you first supported us by buying our Raffle tickets

Changing the relationship with your supporters… Look at the way you deliver your message Thank them properly Give them really good feedback about their achievement Do they know how important they are to you? Reward loyalty Ask them to join….

Changing the relationship with your supporters… Look at the way you deliver your message Thank them properly Give them really good feedback about their achievement Do they know how important they are to you? Reward loyalty What about a money-back guarantee?

Changing the relationship with your supporters… Look at the way you deliver your message Thank them properly Give them really good feedback about their achievement Do they know how important they are to you? Reward loyalty What about a money-back guarantee? 6

This afternoon… Four amazing facts that should change your view of your supporters for ever Six simple ways to change your relationship with your supporters A short reminder of why this could be SO profitable

This is huge money…

If you want a gift in their will… …you have to ask! If the relationship is right, they will see it as a privilege, a joy

This afternoon… Four amazing facts that should change your view of your supporters for ever Six simple ways to change your relationship with your supporters A short reminder of why this could be SO profitable

This thinking, and more…. Available from…… Amazon at £22.39 www.dsc.org.uk/lov at £22.95

Some contact details… Email me: stephenpidgeon @ gmail.com Website: www. stephenpidgeon.co.uk Rarely, I tweet: @ stephenpidge