In Baltimore, with Catholic Relief Services

[L-r: two custom slides from the show] Yesterday, I spent the day in Baltimore working with the entire communications crew at Catholic Relief Services, a global aid charity with something like a $.5 billion annual budget. I was brought in by the major gifts folks. But CRS is a well-integrated effort without silos, so everyone from the web team to the direct mail honchos were there. And we had a lovely, productive time. We started by creating an "emotional profile" for a major donor, beginning with an actual $100,000/annual person, then expanding out to look at all the various emotional reasons that people might give, including faith. We talked about what the research tells us about major donors and their special preferences. We talked in depth about the critical distinction between corporate communications and donor communications. We talked about "donor-centricity" and what it looks like (almost no charities do it well). We analyzed a donor newsletter that improved giving 1,000% (not a mistype) by switching from corporate communications to donor-centered communications. We analyzed the key communications that CRS sends to major donors, and I gave them my report card. I also showed them how to "self-audit" their own communications materials; that way they can spot and fix weaknesses before the stuff leaves the building. We dipped into eye-motion studies. We had a headline-writing exercise and goofy prizes; lots of fun there. We ate a nice little lunch and chatted about social media. Etc. It was a 9-4 day.

Comments

[Guy Arceneaux]

We all enjoyed your perspectives and your insights on ways to increase our response! Tom really does not mince words, he tells the truth, even it it hurts a bit. Just what we need to move from the comfort zone to the totaally effective zone.

I totally recommend his workshop. You don't have to be in the fundraising department of your nonprofit to have it make a difference in how you view your input to the bottom line.

Thanks, Tom!