fundraising how to get it right

Key communication principles of watchdog organizations: what works?"

PROJECT SUPPORTED BY A GRANT FROM SWITZERLAND THROUGH THE SWISS CONTRIBUTION TO THE ENLARGED EUROPEAN UNION.

www.watchdogpoland.pl

Fundraising is not about the money

Simon Sinek’s Golden Circle

http://youtu.be/rIIDghSy2Mw

Why on earth should I give YOU my hard earned

money?

http://www.youtube.com/watch?v=Hzgzim5m7oU&feature=share&list=PL8S1LiJecmVTRhvglDUUf0fwk45-PG3H7

POWER OF WORDS

You give them values to try on and agree with.

Value-Based Fundraising

5 Things To Remember:

Need

Audience

Technique, Channels (NB: on the 3rd place, not first!)

Evaluation

Donor Care/Retention/Loyalty/Satisfaction/Love

Proposition matrix

Success Vision

Crisis Threat / Risk

Positive impactTangibleSimple

Inspiring

NeedImportant

Urgent / quickEmpathy

VisionaryExciting

ImportantInspiring

FrighteningPersonalDramatic

Fear

What do you want to stop / start / change?

* Thanks to Roger Lawson and Vanessa Longley for the matrix

Proposition matrix in actionSuccess Vision

Crisis Threat / Risk

* Thanks to Roger Lawson and Vanessa Longley for the matrix

AUDIENCE

AUDIENCE

AUDIENCE

AUDIENCE

AUDIENCE

TECHNIQUE

*Tom Ahern, Bratislava, 9-11 October 2013

TECHNIQUE

What is F2F Fundraising?

What is F2F Fundraising?

http://youtu.be/YyFEygB9U6w

F2F

* DUCI

F2F

F2F Fundraising

F2F

Online Fundraising

* DUCI

Friend-raising and then fund-raising. 2-step approach

Friend-raising and then fund-raising. Collect leads

Friend-raising and then fund-raising. Sign a petition

• Build totally new infrastructure, including LPs,

database, newsletter system, tracking tool, etc

• Acquire donors and convert them into regular

givers

• Promote online recurrent giving via credit card

• Create and maintain a sound donor care program

• All this by one FTE PFR Manager (!) + support

from Regional Coordinator

CASE OF WWF Bulgaria

HOW TO START ONLINE FUNDRAISING?

Bulgaria

• Tools: PR arcticles + banners, eDMs, FB promotions, celebrities.

• Difficult to track and measure response rate accurately without a tracking tool for banners. TT from FY14

• Goal: increase conversions, leads through FB applications, eDMs, e-newsletters. Invest in Google campaigns, outsourced to the agency. Start regular giving via credit cards

• Continue with Coke’s Arctic Campaign

(~ 10k euro in winter ‘13 without ad budget)

Christmas campaign & importance of tracking in Online:

Di

Hungary

1% Campaign

http://youtu.be/HlgCch3UJGo

1% campaign

• Result in 2012 was 12 000 000 HUF (40 000 euro), budget was 5 000 000 HUF (16 670 euro), ROI: 2.4

-

2 000

4 000

6 000

8 000

10 000

12 000

14 000

16 000

18 000

20 000

1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012ezer

-

500

1 000

1 500

2 000

2 500

3 000

amount number of donors

1% campaign

Donation line:

• each call is about 1,6 euro (500 HUF)

• Voice-over by a famous singer in HU

• Need to promote

• Not possible to get the data from telcom providers :(

Hungary

Importance of Measuring & Testing

Obama 2008 campaign created a believe in orange and red button’s superior click rates (up to 30% more)

Obama’sOrange ButtonBecameFamous…and then became

* Roland Csaki

„Orange” became a fundraising paradigm

* Roland Csaki

...until „IT Sasha” of WWF Russia...

vs.

* Roland Csaki

...tested orange/red vs green

„I would argue that color is important in relation to the rest of the page. E.g. The colour that's best is probably the one with the most contrast” – Adam Lofting

33% more clicks

Shades of green made no

difference

* Roland Csaki

Spot the difference

A

B

* Roland Csaki

Spot the difference

A

B

Which is the winner?

* Roland Csaki

Spot the difference

A

B

The winner is B

The difference is:

£3.40 increase to average gift

£68,000 increase to annual income 

* Roland Csaki

Than comes little WWF Romania:Revised pricing hiked up the choices

Middle sum become most popular (45%)

Highest sum’s share grew significantly

* Roland Csaki

TECHNIQUE

42

Every phone can text

How many texts predicted this year?

10 Trillion

1,429 texts per person!

47

And 95% are read within 1 hour!

Send long messages, picture, videos and music

15-25%

Train Car Panel Results

Stage 3: Mobilise Conversion

Non-Contacts less DD conversions

Prospects Contact Rate Contacts Conversion

Rate %Mobilise Donors

Mobilise Avg (Inc

GA)Mobilise Income

Cost Per Call Call Costs

Total Costs (Call +

Prospect)

Cost PerMobilise

Donor

Total Income(Call +

Prospect)ROI

1,204 50% 602 18% 108 £40 £4,334 £6.00 £3,612 -- £33.33 -- 1.200

Total 3 stages Summary

Prospect Cost Prospect Income Call Cost Total Cost RG Donors RG IncomeCost Per RG Donor

ROI (Inc Prospect Income)

£32,850 £3,981 £6,924 £39,774 231 £18,062 £171.91 0.554

DIRECT MAIL

12.04.2023 - 54

DIRECT MAIL

DRTV

CUSTOMER CENTERED BUSINESS

* Tom Ahern

* Tom Ahern

Love Your Donors!

http://youtu.be/R0tvPX9N-yE

* Tom Ahern

* Tom Ahern

* Tom Ahern

12.04.2023 - 67

12.04.2023 - 68

12.04.2023 - 69

Cerebral Palsy Australia

http://youtu.be/1wgbEWK0C_o

Thank You!

www.MYfunraising.blogspot.hu

Email: maryna.yaroshchuk@gmail.com

Key communication principles of watchdog organizations: what works?"

PROJECT SUPPORTED BY A GRANT FROM SWITZERLAND THROUGH THE SWISS CONTRIBUTION TO THE ENLARGED EUROPEAN UNION.

www.watchdogpoland.pl