Craig Linton, Head of Fundraising at RLSM: Good Bites Big Appeals

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  • 1. Good Bites30th August 2012
  • 2. Why do a mini-big appeal? Background to Little Heroes Key principles for the appeal What we did Results so far Key learnings RLSB: Good Bites Presentation2 August 2012
  • 3. Why do a mini-big appeal? 1.Raise money 2.Gives fundraising a focus & builds team spirit 3.Appeals to donors RLSB: Good Bites Presentation3 August 2012
  • 4. Background to Little Heroes 1.Poor morale of staff 2.History of fundraising failure 3.Nursery our ‘crown jewel’ service RLSB: Good Bites Presentation4 August 2012
  • 5. Key principles for the appeal 1.Testing ideas 2.Integration 3.Organisational wide involvement RLSB: Good Bites Presentation5 August 2012
  • 6. What we did – direct mail Mailing to warm donors Personal invite to potential major donors to visit nursery RLSB: Good Bites Presentation6 August 2012
  • 7. What we did - telephone Called current and lapsed regular givers. Asked them to advocate for the appeal. Will follow up with a reactivation / upgrade call in September RLSB: Good Bites Presentation7 August 2012
  • 8. What we did – community fundrasing Focus on collections and home money boxes Looked to engage new community support in Kent Town challenges with fundraising team RLSB: Good Bites Presentation8 August 2012
  • 9. What we did – mobile Panels on trains - £3 donation ask Distributed over 1,000 posters through the town challenge Followed up with an advocate ask RLSB: Good Bites Presentation9 August 2012
  • 10. What we did – online Created microsite Tested banner ads Blogger engagement Daily blog RLSB: Good Bites Presentation10 August 2012
  • 11. What we did – PR Celebrity messages Local media Radio ads RLSB: Good Bites Presentation11 August 2012
  • 12. Results so far – the good Mobile giving • Nearly 700 texts against a 500 target. • Over 60% agreed to advocate. • Cost per acquisition around £70 & 7 month break even (based on 50% penetration, 20% yes to direct debit) Parental & staff support • Over £10,000 has come from parents, nursery staff and their family, friends etc RLSB: Good Bites Presentation12 August 2012
  • 13. Results so far – the ok Direct mail • Over 15% response rate • Average gift of ~£27 (30% higher than usual) • Ten gifts of £250 or over PR • Lots of coverage, including national press and TV • Not converted to donations • Radio produced little response RLSB: Good Bites Presentation13 August 2012
  • 14. Results so far – the indifferent Collections • Real struggle to place the boxes • Public collections have struggled - £80 from Tunbridge Well’s train station • Had to look for a community plan B Telephone • High agreement to advocate – over 60% • Not translated to income • Could still come good if upgrade, reactivation, DD sign up rates are improved RLSB: Good Bites Presentation14 August 2012
  • 15. The final month 1. Major gift matched funding 2. Cold mailing 3. Text follow up 4. Little Heroes day – 21st September RLSB: Good Bites Presentation15 August 2012
  • 16. Key learnings for the appeal 1. Abandon things that don’t work quickly 2. Cold community ask much harder than expected 3. Texting working well, but key is conversion 4. Start with your warm donors 5. Created a lot of internal goodwill and support RLSB: Good Bites Presentation16 August 2012
  • 17. Any questions? Craig Linton – Head of Fundraising craig.linton@rlsb.org.uk @frdetective p.s Would you like to help reach the target? • You can text NURSERY to 70007 • Help spread the word via Facebook & Twitter • Help raise money (all donations matched) on Friday 21st September RLSB: Good Bites Presentation17 August 2012