UNICEF: Believe in zero campaign 2009

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UNICEF: Believe in zero campaign 2009

  1. 1. www.unicef.ie Believe in Zero
  2. 2. Agenda • UNICEF at a glance • The challenge • Campaign overview • Successes and lessonsLisa-Nicole Dunne • Going forwardPublic FundraisingDirectorUNICEF Ireland 2
  3. 3. UNICEF • World War 2at a glance • Over 150 countries • 37 National Committee Offices • Committed to finding the best and most cost-effective ways to save children’s lives • Help children reach their full potential 3
  4. 4. UNICEF programmes Education HIV / AIDS 4Healthcare Child Protection Policy / Advocacy
  5. 5.  Tens of millions of children have survivedSome and lead healthier happier lives because of UNICEF and partner programmes.MajorAchievements  Immunisation levels for children are about 75%, up from 20% in 1980, saving 2.5 million children per year  In the past decade 900 million additional people obtained access to improved water supplies 5
  6. 6. UNICEF • Established 1962Ireland • Predominantly fundraising • Approx annual income of €4.5 million from voluntary contributions, from company and private individuals • 30% through corporate partners • 25% pledge / regular donors • 25% cash donors • 20% community and other • Team of 14An overview 6
  7. 7. 2009 • Lack of clarity on what we doChallenge • Considered to be funded by UN • Intense competition for funds in Irish marketplace • Overused prospective data • Operation Shoestring! 7
  8. 8. Campaign • Establish awareness and re igniteChallenge reason to support UNICEF • Coordinate multi-faceted, multi- channel campaign & bring all together • Timing – give enough reason to support strongly for Christmas 8
  9. 9. Objectives 1. Communicate with existing donors and appeal 2. Reengage with volunteers and community 3. Sell our Christmas cards & inspired gifts 4. Bring in new supporters to cultivatePositioning • Buyers • Donors • Community supporters 9
  10. 10. SupportersPyramid Legacy Regular big gifts One off big gift Committed Giving Second donationAttract One off donationEnhanceRetain Clients/ Volunteers Board Friends Donors Magazine Press Corporate suppliers
  11. 11. Core issue Almost 9 million children each year die before reaching their fifth birthday, mostly from preventable or treatable causes.. That’s 24,000 children that die every day from preventable causes. We believe that number should be zero. 11
  12. 12. How? 12
  13. 13. Channel • Direct Mail still major means of fundraising • 30% supporters have email addresses • Online donations growing especially in emergency (Haiti 70%) • Direct Mail still vital solicitation 13
  14. 14. ATL• 2 weeks TV and Radio to build awareness 14• Editorial partnership with magazines
  15. 15. BannerEmailsignatureOnline 15
  16. 16. How to bring • DM messagethis to donors • Christmas Card Existingand still donors • Spread worddeliver onyear end • DM letterobjectives • Catalogue Existing buyers • Catalogue only Prospective • Publicity post buyersReach • Telemarketing125,000 Prospective community • DM letter, supporter pack supporters 16
  17. 17. Targeting TV, Radio:decisions • Awareness/ Build Donors: • Profile previous buyers • Profile core donors gifting • Focused on recency, frequency and value in that order • Reduced universe Prospects:Profile and • Geographic broadly based on existingcost related community and donor support – but some testing here too 17
  18. 18. DM existing Goals: • Renew support (buy in to idea) • Cultivate LTV • High response • High average gift • High conversion to committed giving 18
  19. 19. Publicity Post Goals:campaign • Attract new buyers (cards, inspired gifts, toys) • Bring in new supporters to chain to be cultivated • Cost-effective way
  20. 20. Prospect Goals:TM/DM • Database growth • Attract new supporters in community • Bring in new to cultivate support over time
  21. 21. Volunteers on Goals:street • Involve volunteers, supporters, and students in nationwide flag day
  22. 22. E-update Goals: • Integrate across all communications • Remind 22
  23. 23. Results... What worked? Lessons learned... 23
  24. 24. Resultsto date DM to existing donors Response rates had been struggling in 2009 11% response rate Reduced average gifts Average gift €117 ROI 7:1 24
  25. 25. Resultsto date DM to existing buyers “Sales” impacted by economy 8% response rate Average purchase €60 ROI 4.5:1 25
  26. 26. Resultsto date Publicity post Specifically sales related - impacted Nothing to compare against 0.9% response rate ROI 2.5:1 26
  27. 27. Resultsto date DM with TM to prospects First time 32% response rate 4800 new prospects 1300 new email addresses ROI 0.7:1 27
  28. 28. Key successes What worked?and lessons Simplicity, Tangibility & Integration • One core message defining a reason to give • Tie in everything we do to make it clear to donors 28
  29. 29. Key successes What worked?and lessons Engaging • Inclusive • Publications • Suppliers • Partners • Donors • Volunteers 29
  30. 30. Key successes What worked?and lessons Customer Relationship Management • Analysis (seasonality, integrated theme) • Targeting (reduced universe) • Profiling (basic scoring) • Database segmentation (low, medium, high) • Tailored ask This led to increase in average gift and increased response and more cost- effectiveness 30
  31. 31. Personalisation
  32. 32. Tailoredask 32
  33. 33. Key successes What worked?and lessons Changing cold approach • Appealing to cold lists in a different way (TM, followed by DM) 33
  34. 34. Key successes What worked?and lessons Positivity and Progress 34
  35. 35. Key successes What worked?and lessons Profile & Endorsement • Using high profile ambassadors in a different way 35
  36. 36. 36
  37. 37. Lessons What could have been improved? • Earlier enhanced website capacity and digital element • Increased search, better integration of microsite, banners etc • Longer lead in to build campaign pre- Christmas • Quicker conversion to committed giving
  38. 38. Lookingforward Continue to build • Demographic profiling and data mining underway • New burst of activity • ATL & online • Continue to bring message through all communications with donors • Large scale public campaign • Renewed prospecting activity building on demographic results in 2009 • New partnerships to achieve our goals
  39. 39. UNICEFBelieve in zero.THANK YOU ! 39

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