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.
Rohan Jaitley: Central Gov't Standing Counsel for Justice
Fundraising how to get it right.
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
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
26. 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
28. 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)
32. 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 :(
72. 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
Editor's Notes
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”