1. The Salvation Army
optionaler Text
must be a life style!
ECNC 2012 - Madrid
The desperate battle for young and lasting donors
Martin Kuenzi, Head of Marketing
8. Average donation amount
according to age and education
Angabe in CHF pro Haushalt; nur Spendende; n = 1105
1015
918
in CHF in CHF
772
586 572
521
269
< 34 35-50 51-64 65 > tief mittel hoch
low middle high
Frage F9
9. Ideal donor profile
n = 1530
don’t donate
Nein - Women
28%
- above 34 years of age
- middle to higher education
- monthly Salary above CHF 4’000.- (€
donate
Ja 3’300.-)
72%
Frage F6a
10. Reasons for not donating to a charity
Angabe in Prozent; Personen, die im vergangenen Jahr nicht gespendet haben; n 2011 = 426
4246
My own financial situation
17 25
Missing trust in organisations
3 9
Do not get financial support myself
7 12 %
I am in education
3
4
Donate directly to my own relatives
35
No interest
3
3
No proper allocation of donations
Frage F6b
11. Could you imagine to support a charity
in your testament?
Total donors
Women %
Men
< 34
35 - 50
51 - 64
> 64
15. Marketing Concept
Relationships
- Do not think of your peers as your donors, but as people in need of anything the Salvation Army has to
offer.
- Accompany young people throughout their everyday life and let them always have a positive experience in
contact with the Salvation Army
- Look out for ambassadors of any age that influence your target group.
Measures (put in place by the Swiss Salvation Army) Offer
- Create your Salvation Army style - The Salvation Army is a life style.
Marketing goals: - Keep pioneering and challenge young people - Based on Christianity and the pioneering spirit of
- Emphasize on volunteering work the Salvation Army of its early days we want to
1. Strive for younger generation
change the world locally - and we need your help.
donors - Take an active and visible role in society.
2. Understand the fundraising - Pray
market and focus on effective
measures
3. Create a long term strategy in Measurement Stories
fundraising -
- Comprehensive monitoring of fundraising Let people play a role in your story.
- Effectiveness in marketing - Let them share their story.
- Let people feel real need / emotional aspects
- Make sure that the Salvation Army is perceived as
an enabler.