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Novos produtos de doação regular de Pessoa Física - ActionAid International
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Novos produtos de doação regular de Pessoa Física - ActionAid International

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  • Fundraising Conference - Mombasa Dec 2010
  • Were have expanded a lot over this strategy… but we are still not in very many places… Compare to competitors… include new slide showing competitors… Fundraising Conference - Mombasa Dec 2010
  • Were have expanded a lot over this strategy… but we are still not in very many places… Compare to competitors… include new slide showing competitors… Fundraising Conference - Mombasa Dec 2010
  • Were have expanded a lot over this strategy… but we are still not in very many places… Compare to competitors… include new slide showing competitors… Fundraising Conference - Mombasa Dec 2010
  • Were have expanded a lot over this strategy… but we are still not in very many places… Compare to competitors… include new slide showing competitors… Fundraising Conference - Mombasa Dec 2010
  • Were have expanded a lot over this strategy… but we are still not in very many places… Compare to competitors… include new slide showing competitors… Fundraising Conference - Mombasa Dec 2010
  • Were have expanded a lot over this strategy… but we are still not in very many places… Compare to competitors… include new slide showing competitors… Fundraising Conference - Mombasa Dec 2010
  • Were have expanded a lot over this strategy… but we are still not in very many places… Compare to competitors… include new slide showing competitors… Fundraising Conference - Mombasa Dec 2010
  • Transcript

    • 1. Novos produtos de doação regular de Pessoa Física.. Clare Bickerdike International Market Development Manager ActionAid International
    • 2. Mombasa Meeting 2010
    • 3. Regular Giving products David Barissa Ringa
    • 4. New Regular Giving Product – Women of Brazil
    • 5. Objectives of the new product
      • Increase the number of supporters
      • Enlarge the amount of unrestricted donations
      • Achieve a different segment than the one already involved through Child Sponsorship
      • Develop a product that had not being worked before in AA Brazil
      • Establish a specific identity and communication with the supporters, to achieve a better retention
    • 6. Process of Development Create a proper identity focused on a theme that has large participation in the work of AA Brazil Women’s Rights Tell real stories: presenting real examples of need and overcoming at the same time = problem /solution We need to educate the supporter + explain the work of AA in a few minutes
    • 7. Product Equal rights for a better life.
    • 8. Product How does it work
      • Product of regular donation with values varying from R$15, R$30 and R$45
      • The donation will be invested where ActionAid decides that has more need or in the way that it has the best results on its work. The donor is informed about this since the first communication.
      Communication with the supporter E-mail + Call Welcome Kit 4 reports online 2 printed reports Annual report
    • 9. Advertising Channels in this first phase:
      • Product’s Microsite: apoiemulheresdobrasil.org.br
    • 10.
      • Rádio (test) : 10 placements in a popular radio station of the largest Brazilian city, São Paulo.
      • Ação Online : “posting day” through a large blog’s network, called LuluzinhaCamp - www.luluzinhacamp.org.br
      • Google Adwords : ads related to the product and theme all year-around.
      Publicity Channels in this first phase:
    • 11.
      • F2F and D2D: recruitment team in São Paulo.
      Channels in this first phase: Publicity
    • 12. Regular Giving products ActionAid Sweden
    • 13. Regular Giving products David Barissa Ringa Chikumbutso Ngosi Brown Motsau
    • 14. Regular Giving products David Barissa Ringa Chikumbutso Ngosi Brown Motsau
    • 15. Regular Giving products – integrated multi channel campaign
    • 16.  
    • 17. New product concepts
      • Creative ideas
      • New strategy
      • Brand development / Brand ‘fit’
      • Competitive advantage
    • 18. New product development process
    • 19. Channels
      • Digital – online marketing, social media
      • F2F / D2D
      • Telemarketing / Telefacing
      • Direct Mail
      • Direct Response TV (DRTV)
      • Mobile marketing
    • 20. Challenges
      • Small budgets
      • Change in consumer behaviour
      • Payment methods
      • Test period too short – tests pulled too soon
    • 21. Challenges
      • Low brand awareness
      • Tough competition
      • Lack of skilled suppliers / agencies
      • Fundraising regulations
    • 22. Opportunities
      • Growing social classes – population and wealth
      • International NGOs investing in new markets
      • Learnings from other markets
      • Emergencies fundraising
      • Growth of Digital
      • Integrated / multi - channel campaigns
    • 23. Questions / Discussion