Last week at the Storytelling Conference in Seattle, we got to share with a room of 300 fundraisers, the story of Humbert. Which I think for many, was unlike any story they had heard before.
Sorry? A talking heart? A witty hummingbird? A truck that longs to deliver food to women and children? Is this what it has come to?
Of course not. It’s about using a FULL RANGE of emotional voices in the conversations and stories you share with your donors. Most organizations use the same person who casually acts as an observer to the “amazing” that happens around them. It’s just not good enough.
However, I digress.
I shared our fall appeal which was a conclusion to the work that Humbert has been doing for his donors for the past year and a half and wanted to share it will you too.
Finally! This was it. After years of a massive capital campaign, the hospital was on the verge of finally opening its doors to patients. We decided that more than ever, Humbert needed to be there for his donors. This pack – was from him.
We also designed a simple heart for donors to write down their messages on…
This was it. The future had finally arrived. And Humbert had got them – the hospital – and them – the donors here. So… How did it do?
THIS is how the appeal did. These donors ARE NOT having a transactional exchange with a charity they care for. This is something that can not be measured on an excel sheet or explained to your board.
THIS is what donor love looks like.
And for the bean counters amongst you…
And most importantly…
Thank you to Stephanie Highfield and the amazing staff at the foundation for their trust and pursuit of #donorlove… Time for a new chapter…
What a great way of getting donors to be involved. By asking the donor to fill out the heart Humbert is including them in the story. And donor’s should always be included in the story, they make the story possible. Arguably they are the most important part. Unfortunately, often they don’t feel like it
Agree Alex! And in the case of this appeal – of the 100% of donors that have made a gift, 62% of them have returned their heart – which is remarkable!!! We need to create more moments of dialogue with our donors in our work… if you aren’t – then don’t talk to me about be donor-centred or loving or anything… thanks for commenting!!! John
Thanks John! 62% is an exceptionally high rate. It is the perfect evidence that donors want to be involved but they want to feel like they’re making a difference. The heart is a good way of doing this but there are a whole load of other ways. A simple request for money isn’t going to cut it so well. Originality is key!
Agree 100% Alex! thanks again for commenting!