Financial funds as fundamental basis to develop lifesaving structures

795 views

Published on

Author: Klaus Wilkens
(01-22)

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
795
On SlideShare
0
From Embeds
0
Number of Embeds
36
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Financial funds as fundamental basis to develop lifesaving structures

  1. 1. Financial funds as fundamental basis to develop life-saving structures Dr. Klaus Wilkens, President of DLRG (German Life Saving Society) September 2007
  2. 2. You are rich, when you have a lot You are richer, when you need less You are the richest person, when you give a lot! Confucius
  3. 3. Donors‘ preferences of giving money donors Green: emergency aid, yellow: social projects, blue 1: help for handicapped/illness blue 2: child & youth care
  4. 4. <ul><li>Germany: decrease in response, average donation grows </li></ul><ul><li>Austria: stable response, average donation is low </li></ul><ul><li>Poland: increasing fundraising-market with a fast economic growth, </li></ul><ul><li>high response-rates, but a strict data protection law </li></ul><ul><li>UK: for each donation the government concedes 28 % tax advantage </li></ul><ul><li>Netherlands: small market with a lot of competitors, but stable results </li></ul>Fundraising all over the world: some differences
  5. 5. <ul><li>Italy: future fundraising-market, very low postage costs, </li></ul><ul><li>90 % of the population are strict Catholic </li></ul><ul><li>Switzerland: Telemarketing is a very successful way to ask for high (major) donations </li></ul><ul><li>France: very high average donation, like in Germany </li></ul><ul><li>US: the mailing-factory, results had dramatically fallen in the last 3 years </li></ul><ul><li>Brasilia/India/China (the emerging countries): </li></ul><ul><li>the exciting fundraising-markets for the future </li></ul>Fundraising all over the world: some differences
  6. 6. Instruments of fundraising, where to operate in an efficient way:
  7. 7. Instruments of fundraising, where to operate in an efficient way:
  8. 8. Instruments of fundraising, where to operate in an efficient way:
  9. 9. Instruments of fundraising, where to operate in an efficient way:
  10. 10. The target group for mailings <ul><li>There are some minor varieties, but some important general basics, which are similar </li></ul><ul><li>age (the so-called “50-plus-generation“ or “silver generation“) </li></ul><ul><li>family situation (the children are grown-up, to go into retirement/pension) </li></ul><ul><li>income (to have more money than enough) </li></ul><ul><li>disposition (to share with someone, to feel sympathy for somebody) </li></ul><ul><li>interest/affinity (attitude to social issues, status or nature) </li></ul>
  11. 11. <ul><li>we started with “ZV 1“ in September 1997 52.000 donors </li></ul><ul><li>continued with ZV 2“ in November 1999 105.000 donors </li></ul><ul><li>and “ZV 3“ in August 2002 112.000 donors </li></ul><ul><li>“ ZV 4“ started in February 2004 and will come to the </li></ul><ul><li>break-even-point at the end of this year 58.000 donors </li></ul><ul><li>but nevertheless the DLRG started a new donor- </li></ul><ul><li>aquisition-campaign in February 2006, the “ZV 5“ 73.000 donors </li></ul><ul><li>at the end of 2007 we will built up a housefile of about 400.000 donors </li></ul>Development of the DLRG housefile
  12. 12. <ul><li>we contacted about 30 Mio. people since starting fundraising (80 Mio. inhabitants) </li></ul><ul><li>the housefile has now about 380.000 donors, at the end 2007 400.000. </li></ul><ul><li>the total donation amount in 2007 was € 8 Mio., in 2008 we plan € 10 Mio. </li></ul><ul><li>the direct-debit-donors generate an income/profit about € 1,2 Mio. per year. </li></ul><ul><li>7.000 donors ordered the DLRG legacy-brochure </li></ul><ul><li>in the past the mailing-frequency was very low. Now we regularly contact the donors 11 times a year. </li></ul><ul><li>also we built up a specific major-donor-programme to upgrade the average donation. </li></ul><ul><li>20.000 are potential top-donors with an average donation above € 100,- </li></ul><ul><li> </li></ul>Development of the DLRG housefile
  13. 13. <ul><li>maximise the housefile to about 450.000 donors </li></ul><ul><li>optimise the Customer Relationship (special communication-campaigns and programmes) </li></ul><ul><li>creating more individual approach (last donation, interest) </li></ul><ul><li>testing incentives (products with a great value, benefit for the donor) </li></ul><ul><li>successful marketing instruments: mailing, telephone </li></ul><ul><li> </li></ul>Our marketing aims
  14. 14. <ul><li>The advantage of directmailings </li></ul><ul><li>the costs can be calculated very accurately </li></ul><ul><li>you generate regular donations </li></ul><ul><li>considerible quantities of mailings inform and get you in people´s mind </li></ul><ul><li>you can get in a personal touch with special groups of people and donors </li></ul><ul><li>you can get in a never-ending dialogue with the donors </li></ul><ul><li>you can analyse and always learn from tops and flops </li></ul><ul><li>you actually achieve the best income/cost ratios </li></ul>From strategy to prognosis and evaluation of results
  15. 15. <ul><li>The fundraising-marketing goals: </li></ul><ul><li>What kind of resources are needed to recruit new donors? </li></ul><ul><li>(prospect mailings, investment, loosing money) </li></ul><ul><li>How to get in an efficient relationship with the donors? </li></ul><ul><li>(housemailings, getting revenue/donations) </li></ul><ul><li>Upgradings maximise your revenue </li></ul><ul><li>(providing regular donations, increasing average donation, developing a major donor </li></ul><ul><li>programme and strategies for legacy-advertising) </li></ul>From strategy to prognosis and evaluation of results
  16. 16. From strategy to prognosis and evaluation of results Donor pyramid
  17. 17. <ul><li>Prospect mailings to recruit new donors </li></ul><ul><li>“ It is an investment, it incurs a loss“ </li></ul><ul><li>Test various target groups, different types of mailings and two to four different projects/matters </li></ul><ul><li>Thereafter evaluate and analyse the results </li></ul><ul><li>Customise prognosis </li></ul><ul><li>Determine donor-profile and define your strategies </li></ul>From strategy to prognosis and evaluation of results
  18. 18. Prospect mailings to recruit new donors Our typical DLRG donor From strategy to prognosis and evaluation of results
  19. 19. Doners of DLRG according to town-size
  20. 20. Average donation
  21. 21. DLRG Donors
  22. 22. Development of DLRG´s Donors June 2007
  23. 23. Development of donations of DLRG June 2007
  24. 24. Lifesaving development in Eastern-Germany since 1990 € 15 Mio.
  25. 25. Lifesaving Development Projects in East- and South-Europe 1998 – 2006 Total amount: € 205.286,-
  26. 26. Copyright © 2007 Dr. Klaus Wilkens Thanks for your attention

×