Meaningful actions, for long term support
Sarah Fitzgerald O’ConnorSupporter Acquisition Manager
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Timeline
• 27th Dec – Israel launched air strikes in Gaza
• 28th Dec – Head of News sent to Gaza
• 31st Dec – Fundraising appeal launched– limited scope for large scale response & successful appeal
• 3rd Jan – Israel launched ground invasion in Gaza
• 5th Jan – Decision to launch CEASEFIRE CAMPAIGN
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Objectives & Strategy
Objective: Advocacy (& branding)
High impact press advertising on 10th & 11th Jan:
• To be seen to put pressure on government
• Include a call to action to give people an outlet
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An overwhelming response
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Continuing the conversation
Saw press ad or word of
mouth
Texted Ceasefire
Received thank you
bounceback with URL
Received Downing St
SMS
• Missed opportunity to capture people’s contact details in thank you bounce-back
–Other charities have had success driving people online to “validate” the petition
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A secondary objective
Objective: Fundraising
• To convert petitioners into financial supporters
• Via SMS and outbound telemarketing
• To start on 16th Jan!
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Cash vs. Committed test
1,535 contacted
Unrestricted direct debit
ask
•Cash test was not breaking even, so was pulled
•25% opt-in to email
1,092 contacted
Cash ask for Gaza
ROI 1.33
ROI 0.63
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Identify hot prospects?
15,000 SMS sent
3.7% request call
back
15,000 MMS sent
0.88% request call
back
•Sent on 21st Jan
•Overall opt-out to SMS was high at 23%
•RR% lower than expected for a call back
ROI 1.51
ROI 0.37
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The success
• Roll out resulted in 8,960 new regular givers– High average annual donation
• Campaign ROI of 1.4 – Over 1, including initial media costs
• A pool of SMS campaigners (G20 campaign) and prospects
• Awards– Professional Fundraising– New Media Age– Institute of Fundraising – Third Sector– DMA…?
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Learnings
• Impact of Media work
• Integration of Fundraising/Communication/Campaigning
• Emergency Trigger Group
• Option to use conflict situations as key campaigning and fundraising moments
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How to replicate?
• Only ask people to do something specific & tangible, with a clear sense of purpose…
• …to have a better chance of ongoing & relevant conversation
• Be flexible and quick off the mark
• Give people an “outlet”
• Make it simple
• Loosen up on ROI – calculated risks
Thank you
Questions?
