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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
Soup, soap,
salvation - today!
3
4
Some Stats
(only partially translated)
Donor profile in general


Total donors
                                 %



    Women




       Men
Donations according to age in %

Age

        above 64
                                               %

           51 - 64



           35 - 50



      less than 34
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
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
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
Could you imagine to support a charity
                            in your testament?



Total donors


    Women                                %
       Men

      < 34

   35 - 50

   51 - 64

      > 64
Structure of Inhouse-Donors at
Swiss Salvation Army
Structure of Cold-Mailing at Swiss
Salvation Army
What we do.
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.
Play an active and visible role!
Make them part of your story
Let people feel the need.
Is it all about FB, Twitter and mobile?




                                                                           !
                               Source: Charron, C. et al., 2006. Social computing.
Let them share their story




                               App
                       reat!
                 Feel g
End of start.

    Thanks.
    Martin Kuenzi
    Head of Marketing

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ECNC 2012

  • 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
  • 3. 3
  • 4. 4
  • 6. Donor profile in general Total donors % Women Men
  • 7. Donations according to age in % Age above 64 % 51 - 64 35 - 50 less than 34
  • 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
  • 12. Structure of Inhouse-Donors at Swiss Salvation Army
  • 13. Structure of Cold-Mailing at Swiss Salvation Army
  • 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.
  • 16. Play an active and visible role!
  • 17. Make them part of your story
  • 18. Let people feel the need.
  • 19. Is it all about FB, Twitter and mobile? ! Source: Charron, C. et al., 2006. Social computing.
  • 20. Let them share their story App reat! Feel g
  • 21. End of start. Thanks. Martin Kuenzi Head of Marketing