Key communication principles of watchdog
organizations: what works?"

PROJECT SUPPORTED BY A GRANT FROM SWITZERLAND THROUG...
Fundraising is not about the money
Simon Sinek’s Golden Circle
http://youtu.be/rIIDghSy2Mw
Why on earth should I
give YOU my hard earned
money?
POWER OF WORDS

http://www.youtube.com/watch?v=Hzgzim5m7oU&feature=share&list=PL8S1LiJecmVTRhvglDUUf0fwk45-PG3H7
Value-Based Fundraising
You give them values to try on
and agree with.
5 Things To Remember:
Need

Audience
Technique, Channels
(NB: on the 3rd place, not first!)

Evaluation
Donor
Care/Retenti...
Proposition matrix
What do you want to stop / start / change?
Positive impact
Tangible
Simple
Inspiring

Success

Vision

...
Proposition matrix in action
Success

Vision

Crisis

Threat / Risk

* Thanks to Roger Lawson and Vanessa Longley for the ...
AUDIENCE
AUDIENCE
AUDIENCE
AUDIENCE
AUDIENCE
TECHNIQUE
TECHNIQUE

*Tom Ahern, Bratislava, 9-11 October 2013
What is F2F Fundraising?

What is F2F Fundraising?

http://youtu.be/YyFEygB9U6w
F2F

* DUCI
F2F

F2F Fundraising
F2F

Online Fundraising

* DUCI
Friend-raising and then fund-raising.
2-step approach
Friend-raising and then fund-raising.
Collect leads
Friend-raising and then fund-raising.
Sign a petition
HOW TO START ONLINE FUNDRAISING?

CASE OF WWF Bulgaria
• Build totally new infrastructure, including LPs,
database, newsle...
Bulgaria
Hungary
Christmas campaign & importance of tracking in
Online:
• Tools: PR arcticles + banners, eDMs,
FB promotions, celeb...
1% Campaign

http://youtu.be/HlgCch3UJGo
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 0...
1% campaign
Hungary

Donation line:
• each call is about 1,6 euro (500 HUF)
• Voice-over by a famous singer in HU
• Need to promote
•N...
Spot the difference

A

B

* Roland Csaki
Spot the difference

A

Which is the winner?

B

* Roland Csaki
Spot the difference

A

The winner is B
The difference is:
£3.40 increase to average
gift
£68,000 increase to annual
incom...
TECHNIQUE
42
Every phone
can text
How many
texts
predicted this
year?
10 Trillion
1,429 texts
per person!
And 95% are
read within 1
hour!

47
Send long
messages, picture,
videos and music
15-25%
Train Car Panel Results
Stage 3: Mobilise
Conversion
Non-Contacts less DD
conversions

Prospects

Contact
Rate

1,204

50%...
DIRECT MAIL
DIRECT MAIL

19.11.2013 - 54
DRTV
CUSTOMER CENTERED BUSINESS
* Tom Ahern
* Tom Ahern
Love Your Donors!

http://youtu.be/R0tvPX9N-yE
* Tom Ahern
* Tom Ahern
* Tom Ahern
19.11.2013 - 67
19.11.2013 - 68
Cerebral Palsy Australia

19.11.2013 - 69
http://youtu.be/1wgbEWK0C_o
Thank You!

www.MYfunraising.blogspot.hu
Email: maryna.yaroshchuk@gmail.com
Key communication principles of watchdog
organizations: what works?"

PROJECT SUPPORTED BY A GRANT FROM SWITZERLAND THROUG...
Fundraising how to get it right.
Fundraising how to get it right.
Fundraising how to get it right.
Fundraising how to get it right.
Fundraising how to get it right.
Fundraising how to get it right.
Fundraising how to get it right.
Fundraising how to get it right.
Fundraising how to get it right.
Fundraising how to get it right.
Fundraising how to get it right.
Fundraising how to get it right.
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Fundraising how to get it right.

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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 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.

Published in: News & Politics
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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”
  • Fundraising how to get it right.

    1. 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. 2. Fundraising is not about the money
    3. 3. Simon Sinek’s Golden Circle
    4. 4. http://youtu.be/rIIDghSy2Mw
    5. 5. Why on earth should I give YOU my hard earned money?
    6. 6. POWER OF WORDS http://www.youtube.com/watch?v=Hzgzim5m7oU&feature=share&list=PL8S1LiJecmVTRhvglDUUf0fwk45-PG3H7
    7. 7. Value-Based Fundraising You give them values to try on and agree with.
    8. 8. 5 Things To Remember: Need Audience Technique, Channels (NB: on the 3rd place, not first!) Evaluation Donor Care/Retention/Loyalty/Satisfaction/Love
    9. 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. 10. Proposition matrix in action Success Vision Crisis Threat / Risk * Thanks to Roger Lawson and Vanessa Longley for the matrix
    11. 11. AUDIENCE
    12. 12. AUDIENCE
    13. 13. AUDIENCE
    14. 14. AUDIENCE
    15. 15. AUDIENCE
    16. 16. TECHNIQUE
    17. 17. TECHNIQUE *Tom Ahern, Bratislava, 9-11 October 2013
    18. 18. What is F2F Fundraising? What is F2F Fundraising? http://youtu.be/YyFEygB9U6w
    19. 19. F2F * DUCI
    20. 20. F2F F2F Fundraising
    21. 21. F2F Online Fundraising * DUCI
    22. 22. Friend-raising and then fund-raising. 2-step approach
    23. 23. Friend-raising and then fund-raising. Collect leads
    24. 24. Friend-raising and then fund-raising. Sign a petition
    25. 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. 26. Bulgaria
    27. 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. 28. 1% Campaign http://youtu.be/HlgCch3UJGo
    29. 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. 30. 1% campaign
    31. 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. 32. Spot the difference A B * Roland Csaki
    33. 33. Spot the difference A Which is the winner? B * Roland Csaki
    34. 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. 35. TECHNIQUE
    36. 36. 42
    37. 37. Every phone can text
    38. 38. How many texts predicted this year?
    39. 39. 10 Trillion
    40. 40. 1,429 texts per person!
    41. 41. And 95% are read within 1 hour! 47
    42. 42. Send long messages, picture, videos and music
    43. 43. 15-25%
    44. 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. 45. DIRECT MAIL
    46. 46. DIRECT MAIL 19.11.2013 - 54
    47. 47. DRTV
    48. 48. CUSTOMER CENTERED BUSINESS
    49. 49. * Tom Ahern
    50. 50. * Tom Ahern
    51. 51. Love Your Donors! http://youtu.be/R0tvPX9N-yE
    52. 52. * Tom Ahern
    53. 53. * Tom Ahern
    54. 54. * Tom Ahern
    55. 55. 19.11.2013 - 67
    56. 56. 19.11.2013 - 68
    57. 57. Cerebral Palsy Australia 19.11.2013 - 69
    58. 58. http://youtu.be/1wgbEWK0C_o
    59. 59. Thank You! www.MYfunraising.blogspot.hu Email: maryna.yaroshchuk@gmail.com
    60. 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
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