donor acquisition is changing by actionaid

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Donor acquisition is changing Jennie York Richard Turner

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Post on 13-May-2015

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Richard Turner and Jennie York from ActionAid came and kindly presented on how they recruit their donors, at the first in the series of The Good Agency free breakfast seminars.

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Page 1: Donor Acquisition Is Changing by ActionAid

Donor acquisition is changing

Jennie York

Richard Turner

Page 2: Donor Acquisition Is Changing by ActionAid

“Whenever I’m invited to write a message to my sponsor, I hear my heart beating quicker than it does normally. Indeed, when I am writing the message, I feel I have not been forgotten, I understand that I have value, definitely I know there are people who think about me. This gives me courage to keep on going to school”.

Emelyne writing her child message Burundi

Page 3: Donor Acquisition Is Changing by ActionAid
Page 4: Donor Acquisition Is Changing by ActionAid
Page 5: Donor Acquisition Is Changing by ActionAid

Recruiting new supporters is getting harder

1. Traditionally reliable large volume channels are declining

2. Buying behaviours are changing

3. More competition for the same pound

The challenge just got interesting!

Page 6: Donor Acquisition Is Changing by ActionAid

Telemarketing

Traditionally one of ActionAid’s strongest channels

Page 7: Donor Acquisition Is Changing by ActionAid

DRTV

Once an up and coming star

Page 8: Donor Acquisition Is Changing by ActionAid

From 2002 to 2005 ActionAid relied on three fundraising channels to recruit 70% of new child sponsors

Today, those same three channels recruit only 29%

Yet, our recruitment is holding strong, because of channel integration…

Press ads Inserts DRTVTelemarketing Member get member

Lead generationTube advertising Cold Mail

Door Drops SupplementsBanner Advertising Radio

Events PR

Page 9: Donor Acquisition Is Changing by ActionAid

Fear of Integration

Myth: Most people are loyal to one channel

Fact: 30% of ActionAid new child sponsors sign up online as a result of offline fundraising

Anecdotally, supporters tell us they saw a DRTV ad but responded to a mailing!

How: Offer people a range of sign up optionsTime the roll out of each channel carefullyUse Above the Line media to uplift

response

Page 10: Donor Acquisition Is Changing by ActionAid

Fear of Integration

Myth: Integration robs Peter to pay Paul

Fact: Acquisition channels perform better when there is other ActionAid noise, than when rolled out alone

Proof: Fully integrated regional campaign:DRTV – 200% increase in PDD sign upsInserts - 192% higher response rate

Page 11: Donor Acquisition Is Changing by ActionAid

Moving Forward in Troubled Times

ActionAid Tips:

Always be prepared for key channels to decline,

Test new channels regularly to find the next big thing

Lower response channels still play an important role in the fundraising mix

Speak with one voice, integrate message and channels

Page 12: Donor Acquisition Is Changing by ActionAid