Barefoot Insiders

Unraveling the myth of the donor journey

I read a blog today that caught my attention. The author, Liz Waldy (a seasoned UK fundraiser) suggested that donor journey plans need to be put to death.

Considering all the writing, seminars, webinars and talk about the ideal donor journey, the opinion piece caught my eye.

Overall, she says: supporters are human, do unexpected things and a pat plan does not work, so toss it. OK, I am being slightly reductive here.

But her main point is...

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Social Listening

This past year, Avon took on a new challenge: create the perfect mascara.

Not the perfect mascara from the mindset of designers, mascara gurus or make-up scientists. They went to real people. They did this by spending hours tracking social comments from mascara users: men, women, teens. I did a little “social listening” about mascra this morning. In just 10 minutes I discovered...

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Micro-donations

Micro-donations are loosely defined as small donations…. UNICEF’s Hallowe’en program (no longer running in the same way) is a great example. It raised over $188 million in the US… by simply asking people to toss in a bit of loose change into kid’s Hallowe’en bucket.

Check-out donations fall into that category. Canadian grocery chain Loblaws “facilitated” the donation of $22.4 million in 2010. That’s pretty awesome for micro-donations. Tim Hortons Camp Day generates just over $13 million. Again – there is a lot of power in a lot of people giving a little.

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Prime Days (con'td) - Slacktivism

Basically, slacktivism is supporting social causes through online or social mediums that require little or no effort. Like signing a petition or “liking” a charity post online. Studies show if donors or potential donors like a post, they are less likely to donate.

You see, the quick online survey or mindless “like” affirms their commitment to social good. It gives them a shot of Oxytocin. Known as the “cuddle” hormone, it creates a moment of personal joy and general feeling of well-being.

AmazonSmile is one of the best examples of slacktivism.

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Brand — How do people see you?

Here’s a fun — and powerful — example of the power of brand. See how top brands and their logo are perceived by their audience.

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