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Fundraising Verdict


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Speaker: Stephen Mills, Director, BDRC Continental - Sharing insights from our recent study among small and medium level donors within the culture, heritage and leisure arena. How can we more effectively engage this important group? How can we increase the ROI on our fundraising investments? How can we best segment these donors?

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Fundraising Verdict

  1. 1. Fundraising Verdict <ul><li>An insight into low and medium level donors </li></ul>
  2. 2. What are some of these emerging insights? What insights are we looking for? Why have we conducted this study?
  3. 3. Why have we conducted this study?
  4. 4. …and ultimately… Help organisations to increase return on fundraising investment
  5. 5. An opportunity in the marketplace Among local residents/people living within day trip distance % Q What change, if any, has there been in the number of members / season ticket holders / friends for your attraction since this time last year? Source: England Attractions monitor Q3 2010 (VisitEngland) Base: 339 attractions Increased a lot Decreased a lot Increased a little Has not changed Decreased a little Don’t know Not applicable No scheme
  6. 6. What insights are we looking for? What are the effective communications media and messages? Why initially support? What are threats to support? How can we strengthen engagement? How do we create life long support?
  7. 7. Full report available soon Quantitative research: online Donors to c.1,000 arts, culture and heritage organisations Group discussions among donors in sector
  8. 8. What are some of the emerging insights?
  9. 9. What are supporters life values? Altruistic Risk Averse Take Care of Futures Socially Influenced Information Seekers
  10. 10. Don’t be afraid to communicate!! More or less contact wanted? More About right Less Interested in finding out about different ways to support the organisation Yes No Even higher among… Museums (31%) Less than 2 years support (27%)
  11. 11. Electronic sources of communication continuing to grow as mode of choice E-mail / e-newsletters Regular magazine / newsletter in post Event leaflets / pamphlets through post Leaflets / letters asking for support through post Social networks Telephone calls Text messages Current Would like 10 1 6 2 3 3 2
  12. 12. Which of these describe the reasons why you first started to support this organisation? A. For something to do e.g. get out and about B. Cause they work for is important C. Get visits cheaper 31% 51% 28%
  13. 13. Fostering affinity with cause mitigates against threat of ending support Very familiar with cause Yes Less familiar with cause Have you ever felt like stopping your support for the organisation? Yes No
  14. 14. Show why your organisation’s cause is special <ul><li>Key motivation for starting support… </li></ul>Leader, delivering excellence in field
  15. 15. Perhaps we are a little too British in this regard!! Only 20% associate organisation they support with the word ‘unique’ Only a quarter see the organisation as ‘innovative’ or ‘progressive’
  16. 16. Failure to evidence progress towards the cause is one of the major threats to support Cause delivery “ I visited a site that I felt was not being properly looked after” Cause communication “ The original ethos seems to have changed”
  17. 17. So how do we demonstrate CAUSE DELIVERY?
  18. 18. Good visit experiences are more important as… Prompt to start supporting Reason to continue supporting 27% 45%
  19. 19. Finding reasons for supporters to visit also key to long term support Visit less often % ever felt like stopping support Visit every 2-3 months or more
  20. 20. Focus on children and young people General appeal to support cause Involving children / young people Improving quality of visit experience Attracting volunteers Which of these campaign themes would be most likely to encourage you to increase your financial support for the organisation? Especially among vulnerable segment of 1-2 years support (26%)
  21. 21. Feeling part of a community delivers sustained support Common interest group “ Felt slightly more impersonal over the last year or so. Maybe too big an organisation for that personal touch.” Wider local community “… has lost the spirit or feeling of involvement of local visitors and neighbours.”
  22. 22. …to recap <ul><li>Don’t be afraid to communicate, especially electronically </li></ul><ul><li>Evidencing the cause is critical to deepening engagement </li></ul><ul><ul><li>What makes your cause special? </li></ul></ul><ul><ul><li>Visit experiences are important conduit </li></ul></ul><ul><ul><li>… as is a focus on children and young people </li></ul></ul><ul><li>Feeling part of a community delivers sustained support – how can you deliver and communicate this? </li></ul>
  23. 23. Full report available soon Stand B3, opposite café
  24. 24. To purchase the full report for £850, please contact… Steve Mills, Director Tel : 020 7400 0381 Amy Davies, Research Manager Tel : 020 7400 0382 Web