fundraising how to get it right
DESCRIPTION
Presentation from the seminar for watchdog organizations "Key communication principles of watchdog organizations: what works?" organized by Citizens Network - Watchdog Poland in cooperation with Helsinki Foundation for Human Rights and the European Center for Not-for-Profit Law with support of the Swiss Agency for Development and Cooperation and Trust for Civil Society for Central and Eastern Europe along with Oživení (Czech Republic) with support of the Open Society Foundation in Prague, Warsaw, October 17 - 18, 2013. Author: Maryna Yaroshchk, WWF Hungary.TRANSCRIPT
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
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