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Fundraising how to get it right.

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Presentation from the seminar for watchdog organizations "Key communication principles of watchdog organizations: what works?" organized by Citizens Network - Watchdog Poland in cooperation with Helsinki Foundation for Human Rights and the European Center for Not-for-Profit Law with support of the Swiss Agency for Development and Cooperation and Trust for Civil Society for Central and Eastern Europe along with Oživení (Czech Republic) with support of the Open Society Foundation in Prague, Warsaw, October 17 - 18, 2013.

Author: Maryna Yaroshchk, WWF Hungary.

Published in: News & Politics
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Fundraising how to get it right.

  1. 1. Key communication principles of watchdog organizations: what works?" PROJECT SUPPORTED BY A GRANT FROM SWITZERLAND THROUGH THE SWISS CONTRIBUTION TO THE ENLARGED EUROPEAN UNION. www.watchdogpoland.pl
  2. 2. Fundraising is not about the money
  3. 3. Simon Sinek’s Golden Circle
  4. 4. http://youtu.be/rIIDghSy2Mw
  5. 5. Why on earth should I give YOU my hard earned money?
  6. 6. POWER OF WORDS http://www.youtube.com/watch?v=Hzgzim5m7oU&feature=share&list=PL8S1LiJecmVTRhvglDUUf0fwk45-PG3H7
  7. 7. Value-Based Fundraising You give them values to try on and agree with.
  8. 8. 5 Things To Remember: Need Audience Technique, Channels (NB: on the 3rd place, not first!) Evaluation Donor Care/Retention/Loyalty/Satisfaction/Love
  9. 9. Proposition matrix What do you want to stop / start / change? Positive impact Tangible Simple Inspiring Success Vision Crisis Threat / Risk Need Important Urgent / quick Empathy * Thanks to Roger Lawson and Vanessa Longley for the matrix Visionary Exciting Important Inspiring Frightening Personal Dramatic Fear
  10. 10. Proposition matrix in action Success Vision Crisis Threat / Risk * Thanks to Roger Lawson and Vanessa Longley for the matrix
  11. 11. AUDIENCE
  12. 12. AUDIENCE
  13. 13. AUDIENCE
  14. 14. AUDIENCE
  15. 15. AUDIENCE
  16. 16. TECHNIQUE
  17. 17. TECHNIQUE *Tom Ahern, Bratislava, 9-11 October 2013
  18. 18. What is F2F Fundraising? What is F2F Fundraising? http://youtu.be/YyFEygB9U6w
  19. 19. F2F * DUCI
  20. 20. F2F F2F Fundraising
  21. 21. F2F Online Fundraising * DUCI
  22. 22. Friend-raising and then fund-raising. 2-step approach
  23. 23. Friend-raising and then fund-raising. Collect leads
  24. 24. Friend-raising and then fund-raising. Sign a petition
  25. 25. HOW TO START ONLINE FUNDRAISING? CASE OF WWF Bulgaria • Build totally new infrastructure, including LPs, database, newsletter system, tracking tool, etc • Acquire donors and convert them into regular givers • Promote online recurrent giving via credit card • Create and maintain a sound donor care program • All this by one FTE PFR Manager (!) + support from Regional Coordinator
  26. 26. Bulgaria
  27. 27. Hungary Christmas campaign & importance of tracking in Online: • Tools: PR arcticles + banners, eDMs, FB promotions, celebrities. Di • Difficult to track and measure response rate accurately without a tracking tool for banners. TT from FY14 • Goal: increase conversions, leads through FB applications, eDMs, enewsletters. Invest in Google campaigns, outsourced to the agency. Start regular giving via credit cards • Continue with Coke’s Arctic Campaign (~ 10k euro in winter ‘13 without ad budget)
  28. 28. 1% Campaign http://youtu.be/HlgCch3UJGo
  29. 29. 1% campaign •Result in 2012 was 12 000 000 HUF (40 000 euro), budget was 5 000 000 HUF (16 670 euro), ROI: 2.4 20 000 3 000 18 000 2 500 16 000 14 000 2 000 12 000 10 000 1 500 8 000 1 000 6 000 4 000 500 2 000 - 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 ezer amount number of donors
  30. 30. 1% campaign
  31. 31. Hungary Donation line: • each call is about 1,6 euro (500 HUF) • Voice-over by a famous singer in HU • Need to promote •Not possible to get the data from telcom providers :(
  32. 32. Spot the difference A B * Roland Csaki
  33. 33. Spot the difference A Which is the winner? B * Roland Csaki
  34. 34. Spot the difference A The winner is B The difference is: £3.40 increase to average gift £68,000 increase to annual income B * Roland Csaki
  35. 35. TECHNIQUE
  36. 36. 42
  37. 37. Every phone can text
  38. 38. How many texts predicted this year?
  39. 39. 10 Trillion
  40. 40. 1,429 texts per person!
  41. 41. And 95% are read within 1 hour! 47
  42. 42. Send long messages, picture, videos and music
  43. 43. 15-25%
  44. 44. Train Car Panel Results Stage 3: Mobilise Conversion Non-Contacts less DD conversions Prospects Contact Rate 1,204 50% Conversion Mobilise Contacts Rate % Donors 602 18% 108 Mobilise Avg (Inc GA) Mobilise Income Cost Per Call Total Costs Call Costs (Call + Prospect) Cost Per Mobilise Donor Total Income (Call + Prospect) ROI £40 £4,334 £6.00 £3,612 £33.33 -- 1.200 -- Total 3 stages Summary Prospect Cost Prospect Income Call Cost Total Cost RG Donors RG Income £32,850 £3,981 £6,924 £39,774 231 £18,062 Cost Per RG Donor ROI (Inc Prospect Income) £171.91 0.554
  45. 45. DIRECT MAIL
  46. 46. DIRECT MAIL 19.11.2013 - 54
  47. 47. DRTV
  48. 48. CUSTOMER CENTERED BUSINESS
  49. 49. * Tom Ahern
  50. 50. * Tom Ahern
  51. 51. Love Your Donors! http://youtu.be/R0tvPX9N-yE
  52. 52. * Tom Ahern
  53. 53. * Tom Ahern
  54. 54. * Tom Ahern
  55. 55. 19.11.2013 - 67
  56. 56. 19.11.2013 - 68
  57. 57. Cerebral Palsy Australia 19.11.2013 - 69
  58. 58. http://youtu.be/1wgbEWK0C_o
  59. 59. Thank You! www.MYfunraising.blogspot.hu Email: maryna.yaroshchuk@gmail.com
  60. 60. Key communication principles of watchdog organizations: what works?" PROJECT SUPPORTED BY A GRANT FROM SWITZERLAND THROUGH THE SWISS CONTRIBUTION TO THE ENLARGED EUROPEAN UNION. www.watchdogpoland.pl

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