fico spring: engaging christian people
TRANSCRIPT
FICO Spring: Engaging Christian People
New donor acquisition and cultivation
Hello.
Hello.
Hello.
Two very different organisations
International
Partnership model
Set up by 41 denominations
Formal relationships with churches e.g. Anglican, URC, Pentecostal etc
Theologically more Liberal
UK focus
Direct delivery overseas
Set up (and led) by Steve Chalke
Informal relationships with Baptist, evangelical and ‘new church’ movement.
Roots in evangelical theology
Both have something to teach the other
‘Pro. Fundraising tactics’
Christian Aid Week
Mass marketing
Limited events / private site
Campaigns
Attracting ID / aid charity supporters
Para-church / agency
‘Pro. Fundraising tactics’
Christian Aid Week
Mass marketing
Limited events / private site
Campaigns
Attracting ID / aid charity supporters
Para-church / agency
‘Relational acquisition’
Charismatic leadership
Word of mouth
Recruitment through events
‘Wide not deep’
Serious major donations
Attracting Christians
Role as part of the church
Best of both worlds?
Example: Out of Home
The metrics – usual suspects:
• Response rate (RR)• Cost per acquisition (CPA)• (Net) Cost per prospect (CPP / NCPP)• Return on Investment (ROI)• TM - Penetration rate • DD Conversion rate
Example: Out of Home
Typical model:
Media Washrooms
Media Owner Ad Media
Ask £5 cash
No of Weeks 4
Qty Panels 4,000
Distribution MSA's & Shopping Malls
Formats A3
Est Impacts 106,240,000
Est impacts per panel 26,560
Est Client Media Cost £35,400
Production based on 1 creatives £2,043
Est Total Cost to Client £37,443
Text Responses
Response Rate 0.0014%
PSMS Responders 1,487
PSMS Income £7,437
Target Cost Per Prospect £25
Callback Conversion
Total Responses 1,487
Contact Rate 60%
Est Contactable 892
Conversion Rate 12%
Regular Donors 107
CPA £280
Gross Income £8,032
Estimated DD Performance
Est Response 107
Call Costs £4,507
Total Costs £34,513
Media & Calling CPA £322
Total Yr 1 Income exc GA £15,469
Total Estimated ROI 0.45
Professional Fundraising model
• Always monitoring CPA• Can tolerate and increase IF acquisition is delivering
‘better’ donors (multiple engagements, higher LTV, RG convert)…
• Always monitoring CPA• Can tolerate and increase IF acquisition is delivering
‘better’ donors (multiple engagements, higher LTV, RG convert)
• LTV analysis bridges acquisition and cultivation • ESSENTIAL: knowing your allowable marketing
spend per channel• Mass marketing – can we be more targeted?
Professional Fundraising model
• Target market: c.6m ‘Active Christians’ (TGI)• CA has 5% of market share• What does a 1% increase in market share mean?
60,000 (net) new RGs
So how do we reach Active Christians at scale?• Church• Conferences and festivals• Christian media• Charity lists • Everywhere!
So how do we reach Active Christians at scale?• Church• Conferences and festivals• Christian media• Charity lists • Everywhere! } FR tactics
A limitation of professional fundraising tactics?
…this is where relational acquisition has an advantage:
• Grown out of the target market• Knows the vernacular• Trusted / preferred to secular alternatives• Crucially: Identifies as church (not an agency) with a
vision for church (movement) that others can ‘join’• Can access target market at church and mass events
and knows its role / offer to it.
However, there are risks:
• Intuition over data - insufficient analysis of results inhibits learning and evidence based decisions.
• Over emphasis on cash - ignores LTV, ROI and inhibits FR investment…and growth?
• Missing tried and tested cultivation strategies that improve and sustain the supporter journey.
Best of both worlds?• Learn how to (re)engage the growing church• Understand churches = individuals• Apply same pro. FR rigour to Church fundraising• Find our offer to / role as part of the church – and the
language to articulate them• Authenticity
Skilled fundraisers who understand their market and can bring marketing skills to bear have a vital role play in engaging Christian people.
P.S. So what about cultivation?