Relationship Fundraising 2.0: What Can We Learn From Philanthropic Psychology. Adrian Sargeant PhD

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1 Relationship Fundraising 2.0: What Can We Learn From Philanthropic Psychology Adrian Sargeant PhD

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3 How do we build relationships? Everything we know about how to build a good relationship as a parent or friend we can apply to fundraising.

4 Stages of a relationship Stage 4 COMMITMENT Stage 3 EXPANSION Dissolution Stage 2 EXPLORATION Stage 1 AWARENESS

5 Relational v transactional Not all relationships are important all the time some marketing is best handled as transaction marketing. Swedish marketing professor Evert Gummesson

6 Relational v transactional Single Sales Immediate ROI FOCUS KEY MEASURES Customer Retention Lifetime Value Short-term TIMESCALE Long-term Purchase ORIENTATION Relationship Emphasis CUSTOMER SERVICE Major Emphasis

7 Relational or transactional? Transactional Fundraising Relational Fundraising

8 Fundraising pendulum Beneficary Needs Donor Needs

9 Stage 1: Awareness What will inspire a donor at this stage

10 Stage 1: Awareness

11 Stage 1: Awareness Invest in immersive experiences

12 Stage 1: Awareness Offer donor choices Satisfy them by giving them control Don t ask on a first date First prove value of communications

13 Stage 1: Awareness Conduct donor surveys

14 Stage 1: Awareness Conduct donor surveys

15 Stage 2: Exploration Deepening the Relationship Satisfaction is driven first by the attracted target but then by the fulfillment of donors needs. Shift from how attractive you are to what needs this relationship can mean for them.

16 Stage 2: Deepening the relationship Satisfaction is first driven by fulfillment of donors lower level needs but then transition to be fulfilled by donors higher level needs; Connectedness Autonomy Competence Growth Purpose in Life Self acceptance

17 But The higher the level of perceived needs to be met, the more ambiguous and more uncertain people feel about judging their fulfilment The more uncertain, the more likely they are to rely on others to help them form the judgement The more ambiguous people feel about what a fulfilled life means the more they would look to others to help them define what a fulfilled life means

18 Stage 2: Deepening the relationship

19 How About Moral Growth?

20 Morality Measures Below is a list of traits that people possess. Please indicate how much you believe you actually possess such traits, and how much you ideally would like to possess such traits. Actual: Your own beliefs concerning the moral traits you think you actually possess now. Ideal: How much you would like to possess this trait: the type of person you wish, desire or hope to be. Please rate the extent to which you believe you actually possess the traits next to Actual ; and the extent to which you ideally would like to posses such traits next to Ideal on the following one to nine point scale. Caring Actual: Not at all Completely Ideal: Not at all Completely Compassionate Fair Friendly Generous Helpful Hardworking Honest Kind

21 Morality: Survey Results Male Fem ale Actual Types Idea l

22 Morality: Survey Results Dis c repanc y M ale Gender Female

23 Morality Control Condition Thank you for being/becoming a member. Moral Condition Thank you for being/becoming a XXXX member. XXXX= two randomly selected words from the following five words Caring Compassionate Friendly Kind Helpful

24 Morality Increases Giving in Females $ $ $99.07 Control Morality $85.16 Male Female

25 How to do it yourself? Caring Fair Generous Hardworking Kind Compassionate Friendly Helpful Honest

26 Stage 3 Expansion Self-verification theory People can always feel better if others important to them see them in the same way they see themselves. Both partners reveal themselves, and seek and express validation of each other s attributes. (Reis and Shaver 1988, 369).

27 Self-verification theory For the clever fundraiser, the point of the research is not the information, but the participation

28 Let donors see similarity Donors must believe in what you believe in, but Immerse them in other activities that express those beliefs perhaps even invent them so that donors can see the similarity in beliefs.

29 Self-enhancement theory Katz and Beach (2000) tell us that people are most likely to seek partners who give them both verification and enhancement, and that in the absence of the latter, they seek the former. So how can fundraisers can stretch their donors imagination about just how good a human being they can be?

30 Self-enhancement theory

31 Source: Ask Direct, Ireland 31

32 Identity fusion The giving of money is not experienced by the donor as a loss or an investment any more. The action of giving money, as the theory predicts, should make the individual feel stronger because of the closer connectivity they experience with others

33 Identity fusion Should not thank for the donor s generosity per se but rather, celebrate shared success

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36 Stage 4: Commitment Focus on satisfaction Past investment Availability of alternatives

37 But Past tangible investment (shared debts, pets, jointly purchased items Past intangible investment (disclosures, effort and time) Planned tangible investment Planned intangible investment

38 Download the reports

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