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AAD 740, Unit Shell

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UK Arts Administration

on 22 April 2016

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Transcript of AAD 740, Unit Shell

Unit shell:
1. Communications Self Audit
2. The Development Newsletter
3. Donor-Centrism
4. The Communications Calendar
Criterion 1
Criterion 2
Criterion 3
Criterion 4
Criterion 5
Criterion 6
Criterion 7
Criterion 8
Criterion 9
1. Retaining donors
2. Increasing gift revenue
Trust that donors play an essential, vital, central role in your mission’s success.
Trust that your organization does worthwhile things with donor gifts.
Trust that your organization conducts its operations efficiently.
“Because of your gifts, we do this vital work.” “Your gifts stopped the river’s pollution.” “Only with your gift can we feed families.” “Because of you, great things happen.”
Part 2: Do you treat your donors like ATM machines?
Part 3: Top priority: Pay attention to the emotional needs of your donors.
Anger (“This is wrong! Do something!”)
Exclusivity (“Me? You want me to join your special group of donors?)
Flattery (“You’re absolutely right. I am special because I keep giving to you.”)
Greed (“I want more theatre in the community and giving to you makes sure great theatre stays.”)
Guilt (“I know polar bears are drowning because of my car and my poor recycling skills. I’ll feel better when I give to that environmental group.”)
Salvation (“My gifts make change and make the world a better place.”)
Part 4: Keeping your donors
1. Don’t deliver news that donors care about
2. Don’t put the donor center stage
3. Aren’t very friendly
4. Skimp on emotional triggers
5. Don’t tell stories
6. Expect people to read in depth
7. Don’t have real headlines
8. How flawed (or flawless) are your newsletters?
Part 5: Nurturing relationships through donor-centered communications
Donor Communications Plan Calendar Example
Trust that donors play an essential, vital, central role in your mission’s success.
Trust that your organization does worthwhile things with donor gifts.
Trust that your organization conducts its operations efficiently.
Trust that donors play an essential, vital, central role in your mission’s success.
Trust that your organization does worthwhile things with donor gifts.
Trust that your organization conducts its operations efficiently.
Part 2: Do you treat your donors like ATM machines?
Anger (“This is wrong! Do something!”)
Exclusivity (“Me? You want me to join your special group of donors?)
Flattery (“You’re absolutely right. I am special because I keep giving to you.”)
Greed (“I want more theatre in the community and giving to you makes sure great theatre stays.”)
Guilt (“I know polar bears are drowning because of my car and my poor recycling skills. I’ll feel better when I give to that environmental group.”)
Salvation (“My gifts make change and make the world a better place.”)
Anger (“This is wrong! Do something!”)
Exclusivity (“Me? You want me to join your special group of donors?)
Flattery (“You’re absolutely right. I am special because I keep giving to you.”)
Greed (“I want more theatre in the community and giving to you makes sure great theatre stays.”)
Guilt (“I know polar bears are drowning because of my car and my poor recycling skills. I’ll feel better when I give to that environmental group.”)
Salvation (“My gifts make change and make the world a better place.”)
Full transcript