SlideShare a Scribd company logo
It’s not easy!
optionaler Text

    ECNC 2012 - Madrid
    Conceptual approach in Marketing and Fundraising
    Martin Kuenzi, Head of Marketing
A framework instead of a concept




Présentation démo
                                   2
Give them a tool!
I gave them a toolbox.
Ecnc 2012 marketing_fundraising.key
Fundraising
more aggressive in terms of message, frequency and variety
TOTAL RESPONSE RATE
           Total Response-Quote

14.0%
12.0%
10.0%
 8.0%
 6.0%
 4.0%
 2.0%
 0.0%
    2004   2005   2006   2007   2008   2009   2010   2011
Acquisition Response Rate
                   Akquisition Response-Quote

4.0%

3.5%

3.0%

2.5%

2.0%                                                                        2011: Respo
                                                                            abschliesse
1.5%
   2004     2005   2006   2007   2008    2009          2010          2011



                                         Quelle: FR-Statistik „60 Tage“
Average amount of donation in CHF
         Total Ø Spendenbetrag

56.00
54.00
52.00
50.00
48.00
46.00
44.00
42.00
40.00
    2004   2005   2006   2007   2008   2009   2010   2011
BILLBOARDS
             We booked 490 billboards
               in commuter areas.

                      We got
                  609 billboards
                 adding a value of
                  € 290’000.-
                     for free




                                        9
GET IT FOR FREE         Reach
                  2.5 Mio. contacts


                       Value
                    € 150’000.-
DONOR-SERVICE
                More than 2‘000 phone
                 calls, e-mails, letters


                 Answered withn 48h


                 it created more than
                  10‘000 new donors
UNADDRESSED MAILINGS
                 100‘000 households

                   response 1.1%
                    CHF 75‘000.-
DIVERSITY IN PRODUCTS do, check, act
                   plan,
           BCG Matrix (Boston Consulting Group) oder Boston Portfolio

               Questionmarks                                                                            Stars
                                                                         but do something!

                                      ?
                                                                       Foundations
                                            Donor magazine
                   Mission & Development
                                                         Unadressed mailings
                            High donor FR
                      Online kettle

                 Telephone                  SMS               Online
  Growth




                                                                                     $
                                                             Outhouse mailings

                                                                                     Inhouse mailings



               Dogs                                                                              Cash Cows
           0

                                                      Marketshare

                                                                                                                13
Fundraising message

                           laid     words of
   open ears   free beds
                           tables   comfort
Embrace
opportunities!
Please, no false modesty.
Ecnc 2012 marketing_fundraising.key
In honor to William Booth
Salvation
and alcohols
Ecnc 2012 marketing_fundraising.key
Ecnc 2012 marketing_fundraising.key
Got it?
optionaler Text

    Thanks.
    Download on http://slideshare.net/swissredshield
    Martin Kuenzi, Head of Marketing

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Ecnc 2012 marketing_fundraising.key

  • 1. It’s not easy! optionaler Text ECNC 2012 - Madrid Conceptual approach in Marketing and Fundraising Martin Kuenzi, Head of Marketing
  • 2. A framework instead of a concept Présentation démo 2
  • 3. Give them a tool! I gave them a toolbox.
  • 5. Fundraising more aggressive in terms of message, frequency and variety
  • 6. TOTAL RESPONSE RATE Total Response-Quote 14.0% 12.0% 10.0% 8.0% 6.0% 4.0% 2.0% 0.0% 2004 2005 2006 2007 2008 2009 2010 2011
  • 7. Acquisition Response Rate Akquisition Response-Quote 4.0% 3.5% 3.0% 2.5% 2.0% 2011: Respo abschliesse 1.5% 2004 2005 2006 2007 2008 2009 2010 2011 Quelle: FR-Statistik „60 Tage“
  • 8. Average amount of donation in CHF Total Ø Spendenbetrag 56.00 54.00 52.00 50.00 48.00 46.00 44.00 42.00 40.00 2004 2005 2006 2007 2008 2009 2010 2011
  • 9. BILLBOARDS We booked 490 billboards in commuter areas. We got 609 billboards adding a value of € 290’000.- for free 9
  • 10. GET IT FOR FREE Reach 2.5 Mio. contacts Value € 150’000.-
  • 11. DONOR-SERVICE More than 2‘000 phone calls, e-mails, letters Answered withn 48h it created more than 10‘000 new donors
  • 12. UNADDRESSED MAILINGS 100‘000 households response 1.1% CHF 75‘000.-
  • 13. DIVERSITY IN PRODUCTS do, check, act plan, BCG Matrix (Boston Consulting Group) oder Boston Portfolio Questionmarks Stars but do something! ? Foundations Donor magazine Mission & Development Unadressed mailings High donor FR Online kettle Telephone SMS Online Growth $ Outhouse mailings Inhouse mailings Dogs Cash Cows 0 Marketshare 13
  • 14. Fundraising message laid words of open ears free beds tables comfort
  • 17. In honor to William Booth
  • 21. Got it? optionaler Text Thanks. Download on http://slideshare.net/swissredshield Martin Kuenzi, Head of Marketing