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The fundraising landscape in Belgium in 2012
The fundraising landscape in Belgium in 2012
The fundraising landscape in Belgium in 2012
The fundraising landscape in Belgium in 2012
The fundraising landscape in Belgium in 2012
The fundraising landscape in Belgium in 2012
The fundraising landscape in Belgium in 2012
The fundraising landscape in Belgium in 2012
The fundraising landscape in Belgium in 2012
The fundraising landscape in Belgium in 2012
The fundraising landscape in Belgium in 2012
The fundraising landscape in Belgium in 2012
The fundraising landscape in Belgium in 2012
The fundraising landscape in Belgium in 2012
The fundraising landscape in Belgium in 2012
The fundraising landscape in Belgium in 2012
The fundraising landscape in Belgium in 2012
The fundraising landscape in Belgium in 2012
The fundraising landscape in Belgium in 2012
The fundraising landscape in Belgium in 2012
The fundraising landscape in Belgium in 2012
The fundraising landscape in Belgium in 2012
The fundraising landscape in Belgium in 2012
The fundraising landscape in Belgium in 2012
The fundraising landscape in Belgium in 2012
The fundraising landscape in Belgium in 2012
The fundraising landscape in Belgium in 2012
The fundraising landscape in Belgium in 2012
The fundraising landscape in Belgium in 2012
The fundraising landscape in Belgium in 2012
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The fundraising landscape in Belgium in 2012

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In general, bpost wanted to learn more about the donating habits of the Belgian population. More specific, they wanted to gain insight into the preferred communication channels of non-govermental …

In general, bpost wanted to learn more about the donating habits of the Belgian population. More specific, they wanted to gain insight into the preferred communication channels of non-govermental organisations.
Therefore, bpost added some questions to the Profacts omnibus of March 2012

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  • 1. FUNDRAISINGa matter of a durable dialogue Rudy Van Halle Fundraising Day 15-05-2012
  • 2. Media & Socialdedicated to helpNGO’sin developing goodtheircauses
  • 3. Challenges ahead Like 50 DM Door to door 40 TV E-mail 30 Social Networks 20 Radio 10 Incite 0 Attract Mediapreference 2011 IrritateWith an increasing number of channels, which onesare activating without being intrusive?
  • 4. Let’s ask the Belgian population What are their donating habits? What are their preferred communication channels bpost – Omnibus March 2012 - Profacts 4
  • 5. Representative sample of theBelgian population SAMPLE : 1568 Online (CAWI) Age % Category <30 21 % 30-39 20 % 40-49 21 % 50-59 20 % 60+ 18 % bpost – Omnibus March 2012 - Profacts 5
  • 6. Donating habits 6
  • 7. Donating yes… “Have you already donated money to a non-governmental organisation (NGO) and/or bought stickers, gift cards, pencils from an NGO?” 11% not and don’t intend 5% doesn’t know to13% not, but intend to in 70% already donated to an NGO bpost – Omnibus March 2012 - Profacts 7Base: Total Sample (n=1568)
  • 8. …but volunteering, no thanks 91% does not volunteer only 2% is volunteer 6% would like to volunteer in the future bpost – Omnibus March 2012 - Profacts 8
  • 9. People do give because they are ‘ committed to the cause’ Yes/Intend (n=1313) “Which factors determine your choice to support a specific NGO?” More than 1 option possible I (would) donate because... I am convinced about the good cause / 48 I feel committed to the cause A small contribution can already have a large 35 impact I am convinced about the efforts of the NGO 35 I get something in return for my contribution 23 The amount that I donate can be deducted in 20 my taxes As a favour to an acquaintance or a volunteer 13 Other 2 0 20 40 60 80 100Base: only people who have alreadydonated to an NGO and/or intend to do so. bpost – Omnibus March 2012 - Profacts 9
  • 10. Tax advantage becomes more important with the age Younger people want something in return Which factors determine your choice to support a specific NGO, more than 1 option possible?” <30 (N=285) 30-39 (N=284) 40-49 (N=272) 50-59 (N=256) 60+ (N=216) Committed 54 to the causeSmall contribution, 38 large impact Convinced 40 about efforts NGOSomething in return 30 Tax advantage 9 As a favour 14 Other 2 Yes/Intend (n=1313) 10
  • 11. 23% 17%Women are lessinterestedin the tax reductionargumentas arefrenchspeaking Belgians 13% 25% 11
  • 12. Preferred channels 12
  • 13. More than half of 56%FIRST donationsare triggered by 18%Face 2 Face contacts 3%
  • 14. Younger people indicate personal encounters as trigger n°1 Older people are equally persuaded by personal contact and messages on paper. “Your (first) donation was triggered by?” <30 (N=218) 30-39 (N=240) 40-49 (N=234) 50-59 (N=223) 60+ (N=187) Encounter with a volunteer 65 65 59 50 40 (on the street,… Message on paper 15 25 37 6 9 (folder, letter, etc.) Message via 3 3 2 internet (email, 5 1 banner etc.) 9 10 8 I dont know 9 12 14 11 13 Other 15 12Base: only people who have already bpost – Omnibus March 2012 - Profacts significant difference vs. totaldonated to an NGO
  • 15. Most people ‘buy gift cards, stickers, candles, pencils etc. tosupport NGOs’. In terms of frequency, there are moreoccasional donators than habitual ones. “Indicate which (of the following )statement(s) suit(s) you, More than 1 answer possible”I buy gift cards, stickers, candles, pencils etc. to 55 support NGOs occasionalI donate once in a while, for instance in case of 23 a human or ecological disastre (e.g. … I donate on a regular basis, always to one and 16 the same organisation I donate on a regular basis to several organisations, but always the same ones 15 regular I donate on a regular basis, but I often change 7 organisations None of the above apply 7 0 20 40 60 80 100 Yes (n=1102)
  • 16. Older people donate more regularly than younger respondents. “Indicate which (of the following )statement(s) suit(s) you (more than 1 answer possible)” <30 (N=218) 30-39 (N=240) 40-49 (N=234) 50-59 (N=223) 60+ (N=187)Base: only people who have already significant difference vs. totaldonated to an NGO bpost – Omnibus March 2012 - Profacts 16
  • 17. In general, most respondents indicate to donate on an irregular basis. “On average, how often do you donate to an NGO?” On an irregular basis 39 33 48 Several times per year 27 Once per year 20 On a monthly basis 14 0 20 40 60 80 100 Yes (n=1102)Base: only people who have alreadydonated to an NGO bpost – Omnibus March 2012 - Profacts
  • 18. Younger people donate more irregularly, while older people donate more on a regular basis. “On average, how often do you donate to an NGO?” <30 (N=218) 30-39 (N=240) 40-49 (N=234) 50-59 (N=223) 60+ (N=187)Base: only people who have already significant difference vs. totaldonated to an NGO bpost – Omnibus March 2012 - Profacts 18
  • 19. Most people donate more than the fiscal interesting amountof 40 Euro. “What is the total amount that you donated in 2011?” Less than 40 Euro 38 More than 40 Euro 33 43% 40 Euro 10 I didnt donate in 2011 8 I dont know 11 0 20 40 60 80 100 Yes (n=1102)Base: only people who have alreadydonated to an NGO bpost – Omnibus March 2012 - Profacts
  • 20. >25% of people generated via paper donateregularly 30.0% 25.0% 20.0% Ik doneer regularly to I donate regelmatig, telkens aan the same dezelfde organisatie organisation 15.0% Ik Idoneer regularly to donate 10.0% regelmatig, aan several meerdere organisaties organisations 5.0% maar telkens dezelfde .0% Papier Online F2F indicative bpost – Omnibus March 2012 - Profacts
  • 21. The older the respondent, the more he/she donates. “What is the total amount that you donated in 2011?” <30 (N=218) 30-39 (N=240) 40-49 (N=234) 50-59 (N=223) 60+ (N=187) Less than 40 Euro 52 45 31 More than 40 Euro 16 29 10 53% 63% 40 Euro 12 39 6I didnt donate in 2011 7 10 10 11 I dont know 13 11 Yes (n=1102) Base: only people who have already significant difference vs. total donated to an NGO bpost – Omnibus March 2012 - Profacts
  • 22. First donations via Direct Mail generate higher gifts 60.0% 50.0% 40.0% < €40 % 40 EUR % 30.0% >€40 % No donations in 2011 % DNK % 20.0% 10.0% .0% Message via paper Message online Face to face I dont know Otherindication
  • 23. Conclusions 23
  • 24. What have we learnt? 70% of the Belgian population donate in one way or another, in general people are committed to the cause Personal encounters are important triggers for fundraising, but paper remains a strong trigger generating higher amounts and more regular donations Online channels are not a strong channel to generate donations Younger donors give more occasional and buy rather merchandising, older are more generous and regular
  • 25. And finally, some tipsFundraising copy can beCreatifBuild a dialogue,appeal for donations,thank your supportersfor donating,inform them on theevolution of your goodcause, trigger when they donot reach the €40Cluster yourdonorsegmentsin function of channelpreference
  • 26. 50+ The generous Donation habits • committed to the cause •main trigger is f2f encounters but more than average triggered by paper •> 50% support by buying gift cards, stickers, etc •>1/3% donate regularly •>40% donate > € 40 Sensibilisation • 37% TV • 31% personal letterbpost – Omnibus March 2012 - Profacts 26
  • 27. PlanetLovers interested in > Ethical products > Environment > Bioproducts > Charity Mostly > French speaking > Average profile 63.359 prospects are waiting for you 28
  • 28. How can we help you? www.bpost.be/fundraising bsocial@bpost.be 29

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