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Presentation from the seminar for watchdog organizations "Key communication principles of watchdog organizations: what works?" organized by Citizens Network - Watchdog Poland in cooperation with …

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.

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  • How to do itPlace to start is with the impact. What do you want to stop, start. Change.Still too much to work with?Introduce you to the proposition matrix (don’t know where it’s from – but we all owe someone a big thank you)The impact you have can be:Now or in the futureMake a good thing happen or make a bad thing stop
  • For international developmentStart with futureVision – long term changeThreat – brilliant Save the Children – how do I get someone to buy in long term to an immediate proposition?Then Now:Good thing – Blind man see / Baby Box for BosniaCrisis – Save the children – kids dyingCouple of things to note:Brilliance of Save the Children – Child, not children /// Showing the real needYou don’t have to fill every box. It’s the chance for a donor to achieve something they wouldn’t otherwise be able to doOr build a water pumpOr buy a webcam for the Rainbow WarriorOr make a blind man seeOr feed a childOr save a life
  • Know what you’re aiming atIt doesn’t matter if your aim is to drive traffic to your website, generate a campaigning action or, generate donationsAlways start with the why and the objective – if you’re not clear what you want the donor to do then the donor, sure as anything, won’t beThis is important because asks are differentFish, where the fish is. Channel determines the age and habits of your donors i.e. online and F2F donors are young and mobile. Example: at WWF Bulgaria we saved 2,000 euro, which comms director wanted to spend on survey of who is our donor. You find donors by starting to fundraise, not by doing a survey who is likely to donate.
  • Income target in FY14 is 26,000 euro. Acquired mo donors 424, acquired SD 981, active mo 348, active SD 961
  • Now that you know this, you will save time and money
  • - DM + engaging device e.g. measurement tape, size of the child’s arm, cross to put in the field by veterans, everyone is wearing a poppy on their jacket -> Open the envelope and do smth. Connection between symbol and the campaign/org.Lottery, but tickets, but provide info about charity too. Check the law.DM + text “believe”
  • it has become paramount to show our gratitude to current financial supporters in a personal, engaging and memorable way.
  • Welcome your new donors and start a donor journey on a positive and emotional notehttp://youtu.be/R0tvPX9N-yE
  • We can do Google Hangout with the experts/foresters and interested audience. Most likely people will not show up, but at least they felt appreciated and remembered. Value of “no”

Transcript

  • 1. 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
  • 2. Fundraising is not about the money
  • 3. Simon Sinek’s Golden Circle
  • 4. http://youtu.be/rIIDghSy2Mw
  • 5. Why on earth should I give YOU my hard earned money?
  • 6. POWER OF WORDS http://www.youtube.com/watch?v=Hzgzim5m7oU&feature=share&list=PL8S1LiJecmVTRhvglDUUf0fwk45-PG3H7
  • 7. Value-Based Fundraising You give them values to try on and agree with.
  • 8. 5 Things To Remember: Need Audience Technique, Channels (NB: on the 3rd place, not first!) Evaluation Donor Care/Retention/Loyalty/Satisfaction/Love
  • 9. Proposition matrix What do you want to stop / start / change? Positive impact Tangible Simple Inspiring Success Vision Crisis Threat / Risk Need Important Urgent / quick Empathy * Thanks to Roger Lawson and Vanessa Longley for the matrix Visionary Exciting Important Inspiring Frightening Personal Dramatic Fear
  • 10. Proposition matrix in action Success Vision Crisis Threat / Risk * Thanks to Roger Lawson and Vanessa Longley for the matrix
  • 11. AUDIENCE
  • 12. AUDIENCE
  • 13. AUDIENCE
  • 14. AUDIENCE
  • 15. AUDIENCE
  • 16. TECHNIQUE
  • 17. TECHNIQUE *Tom Ahern, Bratislava, 9-11 October 2013
  • 18. What is F2F Fundraising? What is F2F Fundraising? http://youtu.be/YyFEygB9U6w
  • 19. F2F * DUCI
  • 20. F2F F2F Fundraising
  • 21. F2F Online Fundraising * DUCI
  • 22. Friend-raising and then fund-raising. 2-step approach
  • 23. Friend-raising and then fund-raising. Collect leads
  • 24. Friend-raising and then fund-raising. Sign a petition
  • 25. HOW TO START ONLINE FUNDRAISING? CASE OF WWF Bulgaria • 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
  • 26. Bulgaria
  • 27. Hungary Christmas campaign & importance of tracking in Online: • Tools: PR arcticles + banners, eDMs, FB promotions, celebrities. Di • 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, enewsletters. 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)
  • 28. 1% Campaign http://youtu.be/HlgCch3UJGo
  • 29. 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 20 000 3 000 18 000 2 500 16 000 14 000 2 000 12 000 10 000 1 500 8 000 1 000 6 000 4 000 500 2 000 - 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 ezer amount number of donors
  • 30. 1% campaign
  • 31. Hungary 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 :(
  • 32. Spot the difference A B * Roland Csaki
  • 33. Spot the difference A Which is the winner? B * Roland Csaki
  • 34. Spot the difference A The winner is B The difference is: £3.40 increase to average gift £68,000 increase to annual income B * Roland Csaki
  • 35. TECHNIQUE
  • 36. 42
  • 37. Every phone can text
  • 38. How many texts predicted this year?
  • 39. 10 Trillion
  • 40. 1,429 texts per person!
  • 41. And 95% are read within 1 hour! 47
  • 42. Send long messages, picture, videos and music
  • 43. 15-25%
  • 44. Train Car Panel Results Stage 3: Mobilise Conversion Non-Contacts less DD conversions Prospects Contact Rate 1,204 50% Conversion Mobilise Contacts Rate % Donors 602 18% 108 Mobilise Avg (Inc GA) Mobilise Income Cost Per Call Total Costs Call Costs (Call + Prospect) Cost Per Mobilise Donor Total Income (Call + Prospect) ROI £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 Income £32,850 £3,981 £6,924 £39,774 231 £18,062 Cost Per RG Donor ROI (Inc Prospect Income) £171.91 0.554
  • 45. DIRECT MAIL
  • 46. DIRECT MAIL 19.11.2013 - 54
  • 47. DRTV
  • 48. CUSTOMER CENTERED BUSINESS
  • 49. * Tom Ahern
  • 50. * Tom Ahern
  • 51. Love Your Donors! http://youtu.be/R0tvPX9N-yE
  • 52. * Tom Ahern
  • 53. * Tom Ahern
  • 54. * Tom Ahern
  • 55. 19.11.2013 - 67
  • 56. 19.11.2013 - 68
  • 57. Cerebral Palsy Australia 19.11.2013 - 69
  • 58. http://youtu.be/1wgbEWK0C_o
  • 59. Thank You! www.MYfunraising.blogspot.hu Email: maryna.yaroshchuk@gmail.com
  • 60. 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