Presentation Water Group (14 10 2008)

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Presentation Water Group (14 10 2008)

  1. 1. The Lost Dogs Home Fundraising Strategy Water Group Henk, Kirsten, Jan, Elize, Rob, Guillermo
  2. 2. Insights from data I <ul><li>Reliance on single gifts </li></ul><ul><li>Frequency of four times a year </li></ul><ul><li>Direct Mail (main fundraising method) </li></ul><ul><li>Sporadic events and tributes </li></ul>
  3. 3. Insights from data II <ul><li>Second gift quicker since 1999 </li></ul><ul><li>Regular givers are set up by themselves </li></ul><ul><li>Lack of actions with lapsed donors </li></ul><ul><li>Stop mailing past donors quickly </li></ul><ul><li>15,000 “lapsed” / 7,000 active donors </li></ul><ul><li>Active donors = once-off givers </li></ul><ul><li>Lack of fundraising strategy </li></ul>
  4. 4. Insights from data III <ul><li>Vast majority of second gifts received in the first 8 months </li></ul><ul><li>Progressive decline of new recruits from cold DM, appeals, over the last 7 years </li></ul><ul><li>20% of the donors brings 80% of the income </li></ul><ul><li>Increased tendency to give once </li></ul><ul><li>Equivalent of one full-time person dedicated to events </li></ul><ul><li>Equivalent of one part-time person dedicated to corporate </li></ul>
  5. 5. Recommendations <ul><li>Stop dependency on direct mail single gift </li></ul><ul><li>Develop regular giving programme </li></ul><ul><li>Develop formal relationship building system </li></ul><ul><li>Stop DM appeals to cold lists </li></ul><ul><li>Focus on door-to-door acquisition method </li></ul><ul><li>Change fundraising jobs responsibilities: no need of a specialized person for events and corporate fundraising </li></ul>
  6. 6. Main objective <ul><li>GROWTH </li></ul><ul><li>Increase the number of donors to </li></ul><ul><li>50,000 or more </li></ul>
  7. 7. Strategy <ul><li>To maximize income from current donor to fund high-volume recruitment methods </li></ul>
  8. 8. Tactics Plan <ul><li>1. Re-activation </li></ul><ul><li>1.1. Special appeals: once-off </li></ul><ul><li>1.2. Increase the frequency appeals from 4 to 6 </li></ul><ul><li>2. Upgrading / Conversion </li></ul><ul><li>2.1. TLMK (regular giving) </li></ul><ul><li>2.2. DM </li></ul><ul><li>3. Recruitment </li></ul><ul><li>3. 1. Consumers Survey / Telemarketing & Direct Mail </li></ul><ul><li>3.2. Door to Door (instead of face-2-face) </li></ul><ul><li>3.3. Direct Mail </li></ul><ul><li>3.4. DRTV & Telemarketing </li></ul>
  9. 9. 1. Reactivation of lapsed donors <ul><li>TLMK </li></ul><ul><li>2,600 regular monthly donors </li></ul><ul><li>Development of monthly giving products </li></ul><ul><li>From second year profitable </li></ul><ul><li>The extra income has been invested into acquisition programmes </li></ul><ul><li>$350,000 (income) </li></ul>
  10. 10. 2. Upgrade and maximize income from existing donors <ul><li>Upgrading to monthly giving </li></ul><ul><li>TLMK </li></ul><ul><li>1,400 donors after first year </li></ul><ul><li>Converted into regular donors </li></ul><ul><li>From second year profitable </li></ul><ul><li>The extra income has been invested into acquisition programmes </li></ul><ul><li>$100,000 (income) </li></ul><ul><li>Year 1: Investment = Profit Year 2-5= Profit </li></ul><ul><li>Maximizing income </li></ul><ul><li>DM </li></ul><ul><li>5,600 donors after first year </li></ul><ul><li>50% growth due to better mail packages </li></ul><ul><li>Frequency: 6 mailings </li></ul><ul><li>$300,000 (income) </li></ul><ul><li>Year 1: Investment = Profit Year 2-5= Profit </li></ul>
  11. 11. 3. Acquisition I <ul><li>Door-to-Door to target appropriate age </li></ul><ul><li>group </li></ul><ul><li>$180 average cost </li></ul><ul><li>$240 average gift </li></ul><ul><li>Year 2: investment: $750,000 </li></ul><ul><li>Year 2: 30,000 donors = $540,000 </li></ul>
  12. 12. 3. Acquisition II <ul><li>Cold telemarketing to qualified prospects </li></ul><ul><li>from consumer surveys </li></ul><ul><li>Investment: $200,000 </li></ul><ul><li>Year 2 </li></ul><ul><li>Test DRTV/Telethon </li></ul><ul><li>Year 3 onwards </li></ul>
  13. 13. <ul><li>Video! </li></ul>

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