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This document discusses conservation efforts and fundraising initiatives for Conservation Volunteers Australia (CVA). It notes that less than 5% of donations go towards environmental causes and explores ways to increase donations and awareness through methods like an iPhone app, social media campaigns targeting Generation Y, and a biodegradable product range. Key recommendations include hiring media interns, developing a student-focused webpage and slogan, and attracting younger donors with emotionally-driven social media appeals.
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Cva presentation
- 1. CONSERVATION VOLUNTEERS AUSTRALIA UNSW UNIVATIVE TEAM Mathew • Jonathan • Yu Shan • Kay • Ly
- 2. WILD FUTURES: STUDENTS FOR TOMORROW A CVA Initiative
- 3. Where do the donations go? 5% Environment Others $7.7 BILLION
- 4. CVA Donations for Wild Life Futures Less than $2 More than $100 $100 plus $100 less below $2
- 5. $60,000$
- 8. FEASIBILITY FOR IPHONE APP
- 9. ISSUES TO ADDRESS • INCREASE DONATIONS • INCREASE AWARENESS • RESEARCH IPHONE APP
- 10. REVENUE STREAM DIVERSIFICATION Wild Futures Programme Revenue Public Government Donation Funding Individual Corporate/Payroll
- 11. HUMAN RESOURCE
- 12. “LETS GIVE A SHIT AND DO OUR BIT”
- 13. NEW STUDENT FOCUSED WEBPAGE AND SLOGAN
- 15. WHY AND HOW DO WE DONATE TO THE CHARITIES WE DO? WEBSITES, SOCIAL NETWORKING AND MOBILE GIVING Appeal to the heart, not the head Emotionally driven appeal streamlined on social media websites across the web
- 16. SDFGS
- 18. 10 Plants 5 trees for Gwenyth the Richmond Birdwing Butterfly dollars 20 Sponsors one day worth of beach cleaning for the Flatback dollars Turtle 30 Enables radiotracking of the Brush-tailed Rock-wallaby for a dollars week
- 19. Gloria: Superb Parrot Favourite Pastime: Long flights over the bushland Favourite foods: Worms and sometimes chocolate Occupation: Mechanic Unfortunately due to a lack of nesting Gloria's sex life has been compromised and may not have the chance to reproduce. But you can help her! Donate here.
- 21. “Donors want to see what their gifts allowed you to accomplish”
- 22. “Yesterday Dr Alex Smith localised a gene, making a breakthrough in Tasmanian devil cancer research”
- 24. HOW DO WE ATTRACT GEN Y? This months winner of the NRMA “Build a Recycled Monster” competition goes to Ivan Ivan. Prize: $100 Myer Gift card.
- 27. Recommendation 2: Media Interns sdfsd
- 40. COFFEE
- 41. RECOMMENDATION 3 BIODEGRADABLE PRODUCT RANGE • Coffee cups • Coffee sleeves • Brown bags • Coffee lids
- 42. CUPS
- 43. SLEEVES
- 44. COFFEE SLEEVES
- 46. MARKET ANALYSIS
- 48. SURVEY RESULTS
- 49. COST ANALYSIS Initial Costs Per Dollar Coffee Cups 8oz 200.00 ($0.02/10,000Unit) Coffee Cups 12oz 200.00 ($0.02/10,000Unit) Coffee Lids 400.00 ($0.01/20,000 Unit) Coffee Sleeves 600.00 ($0.03/20,000) Shipping + 500.00 transport Total 2,630.00
- 51.
Editor's Notes
- Australia received $7.7 billion dollars in donations last year, out of the $7.7 billion, only 5% went to animal welfare and environmental areas. There are more than 274 environment and animal welfare charities, including CVA there are 275.-Given this graphical representation, this is just how competitive the current fundraising environment is. No doubt every cause is worthy of donations, but in reality there are limited resources. So how does CVA stand out from the pack and successfully secure funds in-order to fulfil their aims and goals?
- Studies of the donations for the CVA Wild Futures program in the last six months, has shown that less than 30% of donations were more than $100, while as much as 8% of donations were only $2. The wild futures serves to protect 12 Australian endangered animals, where there is a need invested in research and conservation activities. All these activities require time and commitment, but is all dependants on money. - So how do we increase donation? We need to first look at why do people donate? Independent research shows that the top 5 reasons why people donate are Personal experienceThey want to make a difference to the society they live in.They want to do something active about a problem and take a stand for a particular issue.They are motivated by personal recognition and benefits.They believe that giving is the right thing to do.-3 of the top reasons why people donate are highly based on achievement and recognition, people want to know the results of the money they donate.Thus it is vital for CVA to increase its awareness amongst the community, by innovative marketing initiatives and seek new ways to increase donations.
- On the other spectrum imagine a young 22 year old university students, earning around $350 a week and donates regularly 2.5% of this total income which comes out roughly $10 a week. His favourite charity is CVA as he also believes strongly on the conservation activities to preserve Australian endangered wildlife is vital for the ecosystem.-As Andrew finishes university he will have a pay increase and 2.5% of his new salary will increase to $20 a week. If you were to accumulate Andrews donations at an early age all the way through to adult hood, he would of donated roughly around $60,000.-Even though donations from the age group 18-24 year old only make up a small percentage of 6.8% of all donations in Australia, however building a long-term relationship isn’t only for a couple years but til death do us apart.
- This is called brand loyalty through relationship management. Which also applied in donation, thus CVA needs to build a strong early connection with young Australian at an early stage, which will greatly benefit CVA in the long run. So how do we do this?
- Facebook in Australia has over 11million users, wow.. that’s more than half the population. Out of that 11 million, 2.64 million are between the ages of 18-24. That is an instant platform that CVA can take advantage of to promote itself. But we don’t just stop at Facebook, there is also twitter, Flickr, tumblr are all part of the Social web.. connecting CVA to millions of potential donators. And CVA has to act now!
- We need to CVA has also asked us to analyse the feasibility of utilising technology in developing an iphone app, if you think about it, if an app sells for $1, and there are 22million Australians and a further 6 billion people in the world, think of the endless opportunities. Some apps have more than 10 million buyers, and that is an instant $10million dollars!!! However my collaguejono will soon show you just how hard it is to gain more than 1000 buyers.
- In summary, CVA has commissioned UNSW univative team to address the following issues:-Increase donation amount-Increase awareness, especially in the 18-24 year age group-Research the idea of an Iphone applicationApart from these issues, UNSW Univative have also found a other surrounding issues that are worth looking into.
- Main income streams: donations, government funding.No government funding atm. 24% income from NGO from government donations DonationsHighly dependent on a volatile economyMarket ups and downs ***Focus on increasing donations AND diversify income stream to ensure long term sustainable growth.
- Staffing at CVA regional officeA typical day in the life of: administrative and promotional duties + responsibilities conservation duties. UnderstaffedMultiple roles -> staff not able to focus on specialised roles***New staffing solutions that have minimal costs to CVA
- WILD FUTURES: STUDENTS FOR TOMORROW – revolutionize CVA in 17-24 year old age group.Revamped website designed to appeal to studentsInterlinked social media platformsEco-friendly product lineHuman resource solutions to increase manpowerKey trait is YOUTH ORIENTED
- Provocative slogans that WORK Entirely practical and affordable
- Why and how do we donate to the charities we do? According to the 2010 study by Convio Research websites, social networking and mobile giving are the most preferred avenues of attracting donations by charity organizations, particularly when targeting Generation Y. Secondly, Deborah Small Associate Professor of Marketing and Psychology at the University of Pennsylvania emphasises the importance of appealing to the heart, rather than the head. Marrying these two concepts together we get an emotionally driven appeal streamlined on social media websites across the web.
- I would like you to imagine the new Wild Futures: Student for Tomorrow webpage. While it exists on the existing CVA website it designed specifically at targeting the 17 to 24 year old demographic. The webpage would utilize emotive language that captivate the audience, show us emotive photographs of animals have an engaging design and layout. REASON: by putting effort into the aesthetics and language we capture the interests of Gen Y.
- I mentioned the importance of using emotion and making the Wild Future’s cause more personal. We have developed several ways to implement this on the new Wild Futures: Students for Tomorrow webpage. One includes the use of donation tiers, demonstrating that just $10 will pay for the rebuilding of 3 homes for Gwenyth the Richmond Birdwing Butterfly
- Second: You may have noticed I referred to the Butterfly as Gwenyth. That’s because on this webpage every animal has a human name with their own unique characteristics. Meet for example Gloria the Superb Parrot. REASON: 1) By giving the animals names and human characterises we strengthen the emotional ties of audience to animal. 2) By introducing humour we keep them interested and reading more. This is just one example of how the animals could be promoted on the webpage.
- According to Terry Axelrod, CEO of Benoven and founder of 3 non for profit charities, “Donors want to see what their gifts allowed you to accomplish”. That means regular updates. But no 17-25 year old is going to want to sit down and read a long update, this is where we need to utilise other forms of media such as photography, video and snippets rather than chunks of text. What better platform to do this on than Tumblr, Flikr and Twitter. Furthermore, all of the above will be posted onto the new Wild Futures: Students for Tomorrow Facebook page. Those who are interested can visit webpage for longer versions of the updates.
- How will we attract students to the webpage to begin with, and how will we keep them coming? We suggest CVA utilizes its corporate sponsors and run regular competitions on the webpage, advertised of course through Facebook, Twitter and Tumblr.
- The key reason why a lot of organisations employ young people is to bring fresh creativities into their working environment.-Young people are enthusiastic, energetic, physically active, adaptable and most importantly, they are never afraid of technology or changes.- at the briefing at CVA’s Sydney regional office, Craig mentioned that the orgniasation’s in search of young people’s attention.- UNSW CVA team concluded that the quickest way to attract the young generation’s attention is to see the market through their young perception and seek what they want and what they are interested in. As Jono has mentioned earlier in the presentation, thus, the wild futures program, should be created students for tomorrow should be for students and by students
- -However, how is CVA going to achieve this aim when the organisation is currently facing financial difficulties and understaffing issues at the most cost efficient way?-How do you solve this problem? Use interns. They are waiting for somebody to use their knowledge and skills.
- We would like recommend CVA to have two different types of interns, editorial and video graphic interns, in order to maximize the potential impacts in both visual and literal ways through the online platforms that CVA is going to have.
- What would the editorial/videographic interns do? Maintaining the social networking pages of CVA through updating events and issues related to CVA with images and writing pieces-short tweets, post up the winner of the competition, report that 200 trees were planted on the facebook or twitter pageWill be mainly in charge of writing human-interest stories for CVA’s tumblr : Human interest stories – not only reporting on what CVA does but also individual-based story for example, what the volunteers think of the organisation by producing an in-depth interview with them or , alternatively, they could conduct a research/trend article, depending on the campaigns that CVA works on. It could vary depending on the level of writing skills of the interns, but most of journalism students learns to write about human interest stories from their first year of university One of Greenpeace’s videos attracted 1 million viewers last year and it generated active discussions within the Youtube users through more than 7000 comments Having social online website is not only about providing information that you want to tell the users, it’s about having a platform for communication discussions with them to attract the young users to the platform, you need to make the platforms look fancy and attractive, and the way to do is by employing young media interns. - Other things that interns might be able to help CVA with – they will be encouraged to help the main staff of CVA Sydney regional office with their day to day administrative work and it will be mandatory for them to attend some of CVA’s conservation programs on a regular basis in order to broaden their understanding of what CVA does and help them conduct their media products- duration of the internship -5 or 6 months, one or twice a week.- the internship will be non-paid- However, It could vary depending on CVA’s schedule
- The main way to advertise - UNSW employment and careers Online promotion - Pedestrian jobs, Media Watch ,Up-startMedia interns are the key actors of our recommendations.Media students always try to find outlets to get their ideas published and at the moment, they are waiting for someone to use their skill. So why stress yourself with the confusing changes happening around the online world? Use media interns!
- IntroductionCVA and how relying on donations is quite difficult therefore there needs to be an alternative means of generation some sort of income. Acknowledge the fact that there are volunteers however, getting donations is quite difficult in a society where people are conscious about where they are spending their money. Make the comparison of the impact of GFC on businesses on national and local level cf to the fact that NGOs have limited resources and therefore how can it be expected that NGOs are able to be resilient against financial downturns and impact. Aim is to seek other methods of revenue generation as oppose to relying on donations ( which is dependent on economic conditions). Link to coffee industry
- Consumption of coffee demographic Class involvement: who drinks coffee? Class involvement: who purchases coffee from cafes or in a takeaway form? GfC impact: The coffee industry was one of the few which the GCF had no impact. It was sugguested that the coffee business would plunder but actually, sales of coffee actually increased.GFC- while people where cutting back on luxury goods and services, coffee was one that people were not hesitant to spend.Coffee being and integral part of life style, it was something that individuals were WILLING to afford Billion cups consumed within Australia annual.Therefore, suggest that CVA invest into the coffee industry
- Present the line of productsSuggest that CVA invest in a biodegrabale line of products ie Coffee cups, sleeves as a source of income whole promoting awanress about wild futures.
- The goal Selling cups to coffee vendors for a small price and profits goes back into the wildfutures program. Baristas/ cafe owners will buy these cups and use them
- The materials of the cups Emphasis on the biodegradeable aspect Ask the class of the definition of “biodegradeable”. Lined with material that comes from corn starch. A natural source Examples of the time for decomposition comparison banana peel and apple vs. Plastic Therefore, these cups when consumed and thrown away are capable of quick decompositionGoes in line with CVA’s overall theme of natural, nature and sustainability
- The range Cups Coffee sleeveBags and lids[ ALL biodgrable] –How: Design here from SydneySent off to the manufactuersGets printed and produced and sent back to AustraliaAll CVA has to do is distribute them to cafes/coffee shops Marketing of wild futures through these cupsLogo on each item – A little message or quote to say thanks to the consumer ( letting them know that some of their money has gone to a worthy cause) Why have a logo or image of a wildfutures animal- emphasis on the program
- Public awareness about wildfurtures program through the selling of coffee cups etc. Make the analogy that people read what they drink or eat and this is likelWebsite and Facebook page will also be printed on the cups so people can find out more about CVA and wild futures. Certificate of authenticity This notion of the certificate of authenticity legitimises the cause CVA will produce and present a certificate authorising the fact that the cups used by the cafe is endorsed and certified biodegradableCertificate could be hung up in the shop to let customers know and be aware of CVA and wildfutures and that some money will be donated to the wildfutures program.
- Survey and results We took initiative to do some empirical work ( survey around cafes) We found that cafe owners were likely to invest biodegrable productsAlso found that most cafes are already using type of environmentally friendly products and therefore they have no hesitations to switch ( to CVA’s line of biodradable products).Unexpectly we found that cafe owners are aware of the environmental impacts and detriments of non environmentally friendly products.
- Survey and results We took initiative to do some empirical work ( survey around cafes) We found that cafe owners were likely to invest biodegrable productsAlso found that most cafes are already using type of environmentally friendly products and therefore they have no hesitations to switch ( to CVA’s line of biodradable products).Unexpectly we found that cafe owners are aware of the environmental impacts and detriments of non environmentally friendly products.
- The costs involved. The items can be purchased at a 6 cents and sold at 10 cents making a profit of 4 cents each. Costs involves are quite minimal and profits go back to the wildfutures program. Stress the importance of the wildfutures program and how these cups will be an asset.