20-Question-FINAL-2016-r2

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The following is a striking example of how much more money you can make by switching from “organization-centric” to “donor-centric” communications. In 2008, the foundation at Gillette Children’s hospital in St. Paul, MN changed a few key things in its print donor newsletter. The newsletter was mailed quarterly to about 20,000 addresses. And for years, it had lost serious money, racking up an annual net loss of $40,000. With every issue mailed, a mere $5,000 came back in gifts, not enough to cover printing and postage, much less staff time. This was a typical front-page headline, focused on how great the medicine is: And then the foundation tried something different, mailed to the very same folks. The team followed the Domain Formula to a “T.” And while the hospital’s worldclass medicine still made appearances in the articles, the headlines were reserved for thanking and admiring the donors. Instead of being institutional in tone, the newsletter got warm and personal. The word “you” appeared everywhere. This was the new front-page headline, focused on making donors feel good: It was a risky experiment with many internal doubters. What happened? 48 20 Questions RE Donor Communications © Tom Ahern, 2016
Between one issue and the next, giving prompted by the newsletter soared 1,000%. Instead of receiving the usual $5,000 per issue, the Gillette foundation saw $50,000 come back in the mail thanks to its new approach. And that wasn’t a one-time spike, either: revenue remained at the $50,000 level every issue ... as long as the foundation kept the focus on the donor and didn’t slip back into its old, institutional ways. As best-selling marketing expert, Seth Godin, insists: “The story’s about the donor.” He points out that “every time someone donates to a good cause, they’re buying a story, a story that’s worth more than the amount they donated. It might be the story of doing the right thing, or fitting in, or pleasing a friend or honoring a memory, but the story has value. For many, it’s the story of what it means to be part of a community.” Every time someone donates to a good cause, they’re buying a story … For many, it’s the story of what it means to be part of a community. SETH GODIN 49 20 Questions RE Donor Communications © Tom Ahern, 2016
Page 1 and 2: 20 Questions The Donor Communicatio
Page 3 and 4: There are exceptions to every rule.
Page 5 and 6: 1. How old is the typical donor? [
Page 7 and 8: 20 Answers 7 20 Questions RE Donor
Page 9 and 10: You think you’re speaking to ever
Page 11 and 12: Older donors are better. Why? They
Page 13 and 14: Roger Craver, co-editor of The Agit
Page 15 and 16: 5 Is direct mail past its peak? Ans
Page 17 and 18: 6 What’s the best length for a fu
Page 19 and 20: Of course, if you mention that you
Page 21 and 22: 8 How often can you ask in a year w
Page 23 and 24: The end-of-year results surprised e
Page 25 and 26: 9 Does “raising awareness of our
Page 27 and 28: Raising awareness is a passive, wai
Page 29 and 30: What exactly is the Domain Formula
Page 31 and 32: That’s the brain’s true state.
Page 33 and 34: Fundraising that works is emotional
Page 35 and 36: 13 How quickly should you thank a n
Page 37 and 38: Keep an open mind. Angel Aloma, exe
Page 39 and 40: There’s a biological reason why b
Page 41 and 42: 17 Which is typically larger? Answe
Page 43 and 44: As you’ll note, in Australia, beq
Page 45 and 46: 18 “If we educate our donors abou
Page 47: 19 Who’s the real hero in fundrai
Page 51 and 52: I’m picking on men a little bit b
Page 53 and 54: Acknowledgements Easily a thousand
Page 55: Good ideas are both born AND made.

20-Question-FINAL-2016-r2

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