Discover the funder who never says no! Tony Lindsay February 2017

Transcription

1 Discover the funder who never says no! Tony Lindsay February 2017

2 Tony Lindsay Has spent his lifetime working in the non-profit sector in New Zealand and overseas. Tony s first fundraising and political campaign was opposing the construction of a Nuclear Power Plant in southern Ireland in Tony has worked for Greenpeace NZ, Amnesty International, Oxfam and with over 100 other charitable organisations in New Zealand or around the world. Tony is currently CEO and Founder at Vega.Works Limited. He is an active fundraiser and still works with many charities to increase their fundraising impact. Em: tony@vega.works mb: Web:

3 My main point: The central principles of fundraising have not changed since the 1960 s. The media channels we use have changed and what we can do in terms of engagement has changed wonderfully. Fundraising is still about relationships And your technology can make them work for you.

4 Your Fundraising Landscape General Donor Programmes including regular appeals Regular Giving Programme Web Site Donation & Recruitment programmes Annual Appeals Trusts & Foundations grant seeking Corporate sponsorship Bequest Programme Major Donor Programme Events Programme Social media programme Contracted income from government

5 Fundraising Metrics for General Donor Programmes A well managed database will return overtime some numbers like; Active Donors will give 1.n times per year Active donors will give on average about $50 per gift Active donors will remain active for about 10 years 5,000 active donors should return a minimum $300,000 in income This income is untied, and does not negatively effect other activities or events. People who give you money early in the relationship, turn into better long term supporters across the range of requests you make on them.

6 A Classic Market Model The willingness to give is entirely linked to ability to give, that is income and perceived wealth.

7 The same old story

8 The (rapidly) changing landscape

9 Tipping Points or Punctuated Equilibria The tipping point is that magic moment when an idea, trend, or social behaviour crosses a threshold, tips, and spreads like wildfire. Malcolm Gladwell When did we start trusting strangers? How the internet turned us all into influencers McCann Erickson Worldwide

10 Technology Disruptors A disruptive innovation is an innovation that helps create a new market and value network, and eventually disrupts an existing market and value network (over a few years or decades), displacing an earlier technology. The term is used in business and technology literature to describe innovations that improve a product or service in ways that the market does not expect, typically first by designing for a different set of consumers in a new market and later by lowering prices in the existing market. Source: wikipedia

11 Psychology of Gen X and Gen Y Gen X, is the generation born after the Western Post World War II baby boom. Demographers, historians, and commentators use beginning birth dates ranging from the early 1960s to the early 1980s. Millennials (also known as the Millennial Generation or Generation Y) are the demographic cohort following Generation X. There are no precise dates when the generation starts and ends. Researchers and commentators use birth years ranging from the early 1980s to the early 2000s Wikipedia

12 Characteristics Baby Boomers were invariably content to be supporters, that is a hierarchical charity model could work, where a small group of people appealed for funds and relatively passive supporters sent money. Generation X and Y want to be involved. They want much more active participation and they want more buzz.

13 Cohort Dynamics Source: Colmar Brunton

14 The Response

15 The rush to Events Participatory Fundraising Peer to Peer Fundraising

16 What is possible

17 The good old days: Direct Mail 2008 Campaign No. of Mail Units 16,116 50,780 13,921 38,245 24,874 8,814 No. of Responses 1,363 6,312 3,110 4,972 8,429 1,800 Response Rate 8.45% 12.40% 22.34% 13% 34% 20.42% Term Of Campaign (Weeks) Total $ Amount Raised $80,881 $202,619 $220,122 $252,338 $329,912 $118,246 Average Donation Total Cost Of Campaign $14,276 $29,972 $20,701 $24,553 $29,158 $12,637 Cost as % of Income 18.20% 14.80% 9.40% 9.70% 8.80% 10.70% ROI Unit Cost Per Item Mailed $0.91 $0.59 $1.49 $0.64 $1.17 $1.43 Gross $ Raised Per Item Mailed $5.02 $3.99 $15.81 $6.60 $13.26 $13.42

18 The good old days: Direct Mail 2016 MetricType Week1 Week2 Week3 Week4 Week5 Week6 week7 CampaignTotal Total Outbound Communications Number of Donations Total Donations $7, $3, $17, $5, $4, $3, $7, $50, Cumulative Total $7, $10, $28, $34, $39, $42, $50, $0.00 Average Donation $49.90 $40.31 $40.95 $42.65 $39.48 $40.97 $39.74 $41.91 Conversion % 11.98% Average per item sent $5.34 Total New People Regular Givers Recruited Regular Givers Annual Value Database Gain (This Campaign) people mailed with a 12% response rate and an average donation of $ people were reactivated or signed up. $5.34 raised per item mailed at a cost of $1.00 per item mailed.

19 edm ,093 people ed. $19, raised from a 6.5% response rate A staggering $9.40 per item mailed But a whopping $35 per item opened 25 new monthly givers recruited at $15 per month average

20 The Dialogue Package From: Subject: Tony, you are a vital link in the fence that protects the precious flora and fauna at Placename Personalised Links Personalised Text Personalised donation asks

21 The Dialogue Package Landing Page

22 The Dialogue Package Receipt & Post Gift Survey Would your recommend us to your friends? Would you share us on social media? Are you interested in our Volunteer opportunities? What do you think is the most important service we deliver?

23 The Dialogue Package Workflow Follow-Up campaign to new donors follow-up to recruited regular donors Scheduled update on campaign to all donors

24 Managing a diverse scalable programme

25 What you need Integration across the organisation Website Integrated into Database in both directions Database served workflow Integrated Survey technology Complete metrics across all communications platforms Highly personalised messages Personalised donation asks Financial and bank account integration No rekeying or rework of any data Good planning

26 The (Recruitment)Ecosystem

27 The role of the web site

28 Platform Dynamics Facebook still skews significantly female. Women in the U.S. are more likely to use Facebook than men by about 10 percentage points, according to a 2013 survey of social network adoption. Facebook remains the top social network for U.S. teens. Nearly half of teen Facebook users say they re using the site more than last year, and Facebook has more daily teen users than any other social network. That said, Instagram has edged out Facebook and Twitter in terms of prestige among young users. U.S. teens now describe Instagram as most important, while Facebook and Twitter lost ground on this measure, according to Piper Jaffray s twice yearly teen survey. The survey also found that 83% of U.S. teens in wealthy households were on Instagram. Source: Business Insider Australia

29 Platform Dynamics 2 LinkedIn is actually more popular than Twitter among U.S. adults. LinkedIn s core demographic are those aged between 30 and 49, i.e. those in the prime of their careerrising years. Not surprisingly, LinkedIn also has a pronounced skew toward well-educated users. Twitter has begun to lean worryingly toward male users, whereas previously it was a more gender-balanced social network. Pew found that 22% of men use Twitter, while only 15% of women do. YouTube reaches more adults aged 18 to 34 than any single cable TV network. Nearly half of people in this age group visited YouTube between December 2013 and February 2014, according to Nielsen. It was rated by millennials as the top place to watch content, ahead of digital and TV properties like Facebook and ESPN. Snapchat is the youngest social network of all. More than six out of 10 Snapchat users are in the 18-to-24 age group, compared to 28% of Instagram users, according to a survey by Informate. Source: Business Insider Australia

30 Relationships, Relationships, Relationships Actually it all still comes down to relationships.