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... the gift, blah blah blah.
It has to be spontaneous, it has to tell how it made us feel. And we send it the same day. This is the first thing that we do,
when we have opened the mail, registered the payments and this is the first thing that we do.
And it must show that you really mean it. There's another thing
at which you are all expert. That's, and that is, to write postcards.
Not on a computer, not on Facebook you write them by hand and how often do we
really get handwritten postcards. But as I'm speaking
we have little more than 100 people writing
postcards to donors. And it's everyone in an organisation. It's the caretaker, it's the
guide dog trainers, everybody, writing 25 postcards each. And it's 10,000 postcards to the best donors. And it's not...
'We're so happy and thankful for the important support we get from you" and with the donor's name of course. And there's no number on it. There's only a name.
Let me show you something really amazing that we learned last year.
These three envelopes, three different types of envelopes.
Two years ago, the bar code, we thought it was ugly, so we took it away but it was very
convenient for us. Then
we took it away and then there's still this donor number. Who wants to be donor number 12,283?
So we took it away
and what happened? We tested this. We took it away from half
of the envelopes, we kept it on the other half. And profit went up 16%. Yes.
And then there's one more thing that she does. That is she always remembers, she knows what grandma likes. We can do that and how can we do that? Well, we have to ask them.
Would you like us to phone you? You can opt out if you want.
4% does, 100% have no complaints.
Would you like to have a magazine, would you like to have emails, do you like thank you letters,
or would you rather not have them? You don't ask all the questions at once,
you ask them gradually, and we remember and that is very important. And the last thing I remember, and
that is the most important emotion. And that is to feel
seen, valued and needed.
We did a test mailing this year, and we divided not very good donors into three groups
donors that supported different projects, donors that supported international projects and donors that supported the Haiti 2010 catastrophe.
That specific thing. We have at this level,
very traditional. It's the last one is the most interesting one.
To start with - we have not forgotten what you did early 2010. Many lapsed donors haven't heard from us since this last report
in Haiti. We told them what happened in Haiti. The whole school for black people was rebuilt.
This result of this test was rather amazing. The donors are on the same level, they are similar.
The copy is the difference here.
Response rate went from 6% to 32%
when we mentioned specifically the donation they gave three years ago.
And as the gift went up so the net profit rose from
6 krona to 80 krona.
for each envelope we sent out, how much we got back. So did we get it all right? It's not a little point. It's about 14 times as important! And I don't really think there is much more to add to that so thank you.