Donor Acquisition Is Changing by Save The Children

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The Good Agency are running a series of free breakfast seminars. Donor Acquisition is Changing was the first in the series, and Sarah Fitzgerald O'Connor from Save the Children very kindly came along to talk about how they recruit their donors.

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Donor Acquisition Is Changing by Save The Children

  1. 1. Meaningful actions, for long term support Sarah Fitzgerald O’Connor Supporter Acquisition Manager
  2. 3. Timeline <ul><li>27 th Dec – Israel launched air strikes in Gaza </li></ul><ul><li>28 th Dec – Head of News sent to Gaza </li></ul><ul><li>31 st Dec – Fundraising appeal launched </li></ul><ul><ul><li>limited scope for large scale response & successful appeal </li></ul></ul><ul><li>3 rd Jan – Israel launched ground invasion in Gaza </li></ul><ul><li>5 th Jan – Decision to launch CEASEFIRE CAMPAIGN </li></ul>
  3. 4. Objectives & Strategy <ul><ul><li>Objective: Advocacy (& branding) </li></ul></ul><ul><li>High impact press advertising on 10 th & 11th Jan: </li></ul><ul><li>To be seen to put pressure on government </li></ul><ul><li>Include a call to action to give people an outlet </li></ul>
  4. 6. An overwhelming response
  5. 9. Continuing the conversation Saw press ad or word of mouth Texted Ceasefire Received thank you bounceback with URL Received Downing St SMS <ul><li>Missed opportunity to capture people’s contact details in thank you bounce-back </li></ul><ul><ul><li>Other charities have had success driving people online to “validate” the petition </li></ul></ul>
  6. 10. A secondary objective <ul><ul><li>Objective: Fundraising </li></ul></ul><ul><li>To convert petitioners into financial supporters </li></ul><ul><li>Via SMS and outbound telemarketing </li></ul><ul><li>To start on 16 th Jan! </li></ul>
  7. 11. Cash vs. Committed test 1,535 contacted Unrestricted direct debit ask <ul><li>Cash test was not breaking even, so was pulled </li></ul><ul><li>25% opt-in to email </li></ul>1,092 contacted Cash ask for Gaza ROI 1.33 ROI 0.63
  8. 12. Identify hot prospects? 15,000 SMS sent 3.7% request call back 15,000 MMS sent 0.88% request call back <ul><li>Sent on 21 st Jan </li></ul><ul><li>Overall opt-out to SMS was high at 23% </li></ul><ul><li>RR% lower than expected for a call back </li></ul>ROI 1.51 ROI 0.37
  9. 13. The success <ul><li>Roll out resulted in 8,960 new regular givers </li></ul><ul><ul><li>High average annual donation </li></ul></ul><ul><li>Campaign ROI of 1.4 </li></ul><ul><ul><li>Over 1, including initial media costs </li></ul></ul><ul><li>A pool of SMS campaigners (G20 campaign) and prospects </li></ul><ul><li>Awards </li></ul><ul><ul><li>Professional Fundraising </li></ul></ul><ul><ul><li>New Media Age </li></ul></ul><ul><ul><li>Institute of Fundraising </li></ul></ul><ul><ul><li>Third Sector </li></ul></ul><ul><ul><li>DMA…? </li></ul></ul>
  10. 14. Learnings <ul><li>Impact of Media work </li></ul><ul><li>Integration of Fundraising/Communication/Campaigning </li></ul><ul><li>Emergency Trigger Group </li></ul><ul><li>Option to use conflict situations as key campaigning and fundraising moments </li></ul>
  11. 15. How to replicate? <ul><li>Only ask people to do something specific & tangible, with a clear sense of purpose… </li></ul><ul><li>… to have a better chance of ongoing & relevant conversation </li></ul><ul><li>Be flexible and quick off the mark </li></ul><ul><li>Give people an “outlet” </li></ul><ul><li>Make it simple </li></ul><ul><li>Loosen up on ROI – calculated risks </li></ul>
  12. 16. Thank you Questions?

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