the fundraising landscape in belgium in 2012

FUNDRAISING

a matter of a durable dialogue

Rudy Van HalleFundraising Day15-05-2012

Media & Social

dedicated to help

NGO’sin developing

their goodcauses

0

10

20

30

40

50Like

Attract

Irritate

Incite

DMDoor to doorTVE-mailSocial NetworksRadio

Mediapreference 2011

With an increasing number of channels, which ones

are activating without being intrusive?

Challenges ahead

What are their preferred communication channels

What are their donating

habits?

bpost – Omnibus March 2012 - Profacts 5

Let’s ask the Belgian population

Representative sample of the Belgian population

bpost – Omnibus March 2012 - Profacts 6

SAMPLE : 1568

Age Category %

<30 21 %

30-39 20 %

40-49 21 %

50-59 20 %

60+ 18 %

Online (CAWI)

7

Donating habits

Donating yes…

bpost – Omnibus March 2012 - Profacts 8Base: Total Sample (n=1568)

“Have you already donated money to a non-governmental organisation (NGO) and/or bought stickers, gift cards, pencils from an NGO?”

11% not and don’t intend to

13% not, but intend to in

5% doesn’t know

70% already donated to an NGO

…but volunteering, no thanks

bpost – Omnibus March 2012 - Profacts 9

91% does not volunteer

only 2% is volunteer

6% would like to volunteer in the future

2

13

20

23

35

35

48

0 20 40 60 80 100

Other

As a favour to an acquaintance or a volunteer

The amount that I donate can be deducted in my taxes

I get something in return for my contribution

I am convinced about the efforts of the NGO

A small contribution can already have a large impact

I am convinced about the good cause / I feel committed to the cause

People do give because they are ‘committed to the cause’

bpost – Omnibus March 2012 - Profacts 10Base: only people who have already donated to an NGO and/or intend to do so.

“Which factors determine your choice to support a specific NGO?” More than 1 option possible

Yes/Intend (n=1313)

I (would) donate because...

11

60+ (N=216) 50-59 (N=256) 40-49 (N=272) <30 (N=285) 30-39 (N=284)

Which factors determine your choice to support a specific NGO, more than 1 option possible?”

Tax advantage becomes more importantwith the age

Younger people want something in return

2

14

9

30

40

38

54

Other

As a favour

Tax advantage

Something in return

Convinced about efforts NGO

Small contribution, large impact

Committed to the cause

Yes/Intend (n=1313)

12

23%17%

25%13%

Women are lessinterested

in the tax reduction argumentas are frenchspeaking Belgians

13

Preferred channels

56%

18%

3%

More than half of

FIRST donations

are triggered by

Face 2 Face contacts

13

8

2

37

40

11

10

3

25

50

14

9

3

15

59

15

9

5

6

65

Other

I don't know

Message via internet (email,

banner etc.)

Message on paper (folder, letter, etc.)

Encounter with a volunteer

(on the street, …

Younger people indicate personal encounters as trigger n°1

Older people are equally persuaded by personal contact

and messages on paper.

bpost – Omnibus March 2012 - Profacts

15

60+ (N=187) 50-59 (N=223) 40-49 (N=234) <30 (N=218) 30-39 (N=240)

“Your (first) donation was triggered by?”

12

12

1

9

65

Base: only people who have already donated to an NGO

significant difference vs. total

7

7

15

16

23

55

0 20 40 60 80 100

None of the above apply

I donate on a regular basis, but I often change organisations

I donate on a regular basis to several organisations, but always the same ones

I donate on a regular basis, always to one and the same organisation

I donate once in a while, for instance in case of a human or ecological disastre (e.g. …

I buy gift cards, stickers, candles, pencils etc. to support NGO's

Most people ‘buy gift cards, stickers, candles, pencils etc. to support NGO's’. In terms of frequency, there are more

occasional donators than habitual ones.

“Indicate which (of the following )statement(s) suit(s) you,More than 1 answer possible”

Yes (n=1102)

occasional

regular

Older people donate more regularly than younger respondents.

bpost – Omnibus March 2012 - Profacts 17

60+ (N=187) 50-59 (N=223) 40-49 (N=234) <30 (N=218) 30-39 (N=240)

“Indicate which (of the following )statement(s) suit(s) you (more than 1 answer possible)”

Base: only people who have already donated to an NGO

significant difference vs. total

In general, most respondents indicate to donate

on an irregular basis.

14

20

27

39

0 20 40 60 80 100

On a monthly basis

Once per year

Several times per year

On an irregular basis

bpost – Omnibus March 2012 - Profacts

“On average, how often do you donate to an NGO?”

Yes (n=1102)

Base: only people who have already donated to an NGO

3348

Younger people donate more irregularly, while

older people donate more on a regular basis.

bpost – Omnibus March 2012 - Profacts 19

60+ (N=187) 50-59 (N=223) 40-49 (N=234) <30 (N=218) 30-39 (N=240)

“On average, how often do you donate to an NGO?”

Base: only people who have already donated to an NGO

significant difference vs. total

Most people donate more than the fiscal interesting amount of 40 Euro.

11

8

10

33

38

0 20 40 60 80 100

I don't know

I didn't donate in 2011

40 Euro

More than 40 Euro

Less than 40 Euro

bpost – Omnibus March 2012 - Profacts

Yes (n=1102)

Base: only people who have already donated to an NGO

“What is the total amount that you donated in 2011?”

43%

>25% of people generated via paper donate

regularly

Papier Online F2F.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

Ik doneer regelmatig, telkens aan dezelfde organisatie Ik doneer regelmatig, aan meerdere organ-isaties maar telkens dezelfde

I donate regularly to the same organisation

I donate regularly to several organisations

bpost – Omnibus March 2012 - Profacts indicative

bpost – Omnibus March 2012 - Profacts

Yes (n=1102)

Base: only people who have already donated to an NGO

13

7

12

16

52

I don't know

I didn't donate in 2011

40 Euro

More than 40 Euro

Less than 40 Euro

11

10

39

10

31

11

10

6

29

45

60+ (N=187) 50-59 (N=223) 40-49 (N=234) <30 (N=218) 30-39 (N=240)

“What is the total amount that you donated in 2011?”

significant difference vs. total

53% 63%

The older the respondent, the more he/she donates.

First donations via Direct Mail generate higher gifts

indication

Message via paper Message online Face to face I don't know Other.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

< €40 %

40 EUR %

>€40 %

No donations in 2011 %

DNK %

24

Conclusions

What have we learnt?

70% of the Belgian population donate in one way or another, in general people are committed to the cause

Personal encounters are important triggers for fundraising, but paper remains a strong trigger generating higher amounts and more regular donations

Online channels are not a strong channel to generatedonations

Younger donors give more occasional and buy rather merchandising, older are more generous and regular

Fundraising copy can be

Creatif

Build a dialogue, appeal for donations, thank your supporters for donating, inform them on theevolution of your goodcause, trigger when they donot reach the €40

And finally, some tips

Cluster your donorsegments in function of channel preference

bpost – Omnibus March 2012 - Profacts 27

50+The

generousDonation habits

• committed to the cause• main trigger is f2f encounters but more

than average triggered by paper • > 50% support by buying gift cards, stickers,

etc• >1/3% donate regularly• >40% donate > € 40

Sensibilisation

• 37% TV• 31% personal letter

29

> Ethical products> Environment> Bioproducts> Charity

Mostly> French speaking> Average profile

interested in

Planet Lovers

63.359 prospects are waiting for you

30

How can we help you?www.bpost.be/fundraising

bsocial@bpost.be