Donor Acquisition Is Changing by ActionAid


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Richard Turner and Jennie York from ActionAid came and kindly presented on how they recruit their donors, at the first in the series of The Good Agency free breakfast seminars.

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Donor Acquisition Is Changing by ActionAid

  1. 1. Jennie York Richard Turner Donor acquisition is changing
  2. 2. “ Whenever I’m invited to write a message to my sponsor, I hear my heart beating quicker than it does normally. Indeed, when I am writing the message, I feel I have not been forgotten, I understand that I have value, definitely I know there are people who think about me. This gives me courage to keep on going to school”. Emelyne writing her child message Burundi
  3. 5. <ul><li>Recruiting new supporters is getting harder </li></ul><ul><li>Traditionally reliable large volume channels are declining 2. Buying behaviours are changing 3. More competition for the same pound </li></ul>The challenge just got interesting!
  4. 6. Telemarketing Traditionally one of ActionAid’s strongest channels
  5. 7. DRTV Once an up and coming star
  6. 8. From 2002 to 2005 ActionAid relied on three fundraising channels to recruit 70% of new child sponsors Today, those same three channels recruit only 29% Yet, our recruitment is holding strong, because of channel integration… Press ads Inserts DRTV Telemarketing Member get member Lead generation Tube advertising Cold Mail Door Drops Supplements Banner Advertising Radio Events PR
  7. 9. Fear of Integration Myth: Most people are loyal to one channel Fact: 30% of ActionAid new child sponsors sign up online as a result of offline fundraising Anecdotally, supporters tell us they saw a DRTV ad but responded to a mailing! How: Offer people a range of sign up options Time the roll out of each channel carefully Use Above the Line media to uplift response
  8. 10. Fear of Integration Myth: Integration robs Peter to pay Paul Fact: Acquisition channels perform better when there is other ActionAid noise, than when rolled out alone Proof: Fully integrated regional campaign: DRTV – 200% increase in PDD sign ups Inserts - 192% higher response rate
  9. 11. Moving Forward in Troubled Times ActionAid Tips: <ul><li>Always be prepared for key channels to decline, </li></ul><ul><li>Test new channels regularly to find the next big thing </li></ul><ul><li>Lower response channels still play an important role in the fundraising mix </li></ul><ul><li>Speak with one voice, integrate message and channels </li></ul>