bringing wildlife to people how to make a million for wildlife – and then another… peter smith
TRANSCRIPT
Bringing Wildlife to People
How to Make a Million for Wildlife – and then another…
Peter Smith www.wildwoodtrust.org
www.wildwoodtrust.org/makeamillion.htm
Bringing Wildlife to People
• Hands up if you want to save wildlife?
• Hands up if you want a job in wildlife conservation ?
• hands up if you can afford to pay for it yourself ?
• But you’re a scientist you can leave that to the government or fundraisers… right? WRONGWRONG
Some Questions for You
Bringing Wildlife to People
Outline of Making a Million for Wildlife
• Why is making money important?
• Where does money come from?
• How do you get it?
• How to keep getting it?
• Some tactics & anecdotes
• Building a money making machine
• Question and Answers
Bringing Wildlife to People
Why is making money important
• Buy stuff
• Jobs & Professionalism
• Builds Organisations
• Long term projects
Bringing Wildlife to People
Protecting Wildlife for the Future
Who will give you money?
• Government & Lottery
• Private Individuals
• Corporate Sponsorship
• Grant Making Trusts
• Professional Services
PEOPLE
PEOPLE
Bringing Wildlife to People
Where Charity Money Comes From?Charity Income 2004 Income in £millions
Charity Shops£383 Million6%
Government
Grants
£1,405 Million
21%
Grant Making Trusts£507 Million7%
Lottery£252 Million4%
Donations &
Legacies
£4,294 Million
62%
Bringing Wildlife to People
• Who to ask?
• When should you ask them?
• How should you ask them
• Creativity
How Do You Get It?
Shy Shy
Bairns
Bairns
Get Now’t
Get Now’t
Bringing Wildlife to People
How to Keep Getting Money
• Annual donations
• Long term projects
• Building in loyalty
• Many small vs. few big
Get a donor!Get a donor!
Not a Not a donationdonation
Bringing Wildlife to People
Some tactics & anecdotes
Peter Smith www.peetas.care4free.net
Bringing Wildlife to People
What’s the most important parts in an application
1. Who you send it toYour relevance and existing relationshipTell them what they want to hear not what you want to
say
2. The structure & formatTo make sure they read it (20 second countdown)
3. Pictures, headlines & GED’show do you read a document
4. Your words Saxon NOT Latin, descriptive not hackneyed
Bringing Wildlife to People
The Perfect Funding Application
• 3rd Party endorsement
• Customer Focus
•Attention
•Interest
•Desire
•Action
£180,00
£180,00
00
Bringing Wildlife to People
How do you persuade a Businessman to give you
Cash?
Over £2 M
illion
Over £2 M
illion
in sponso
rship
in sponso
rship
Bringing Wildlife to People
Building a ‘Quality’ System
Peter Smith www.peetas.care4free.net
Bringing Wildlife to People
The Road to Success!
• Get the basics right first!
• Build a quality system
• Develop your strategy – Build on success - not failure
• Measure profit both long and short term
• Build on what has gone before
Bringing Wildlife to People
DonorPyramid
Member
Member on monthly DD with tax
Large Donor
Legator
SupporterEntered onto Database
General Public
General Public – identify with your need
PR
Legacy Mailing
D2D & F2F
Door Drop
Telemarketing
Perato’s 80:20Rule
Bringing Wildlife to People
Understand Your Value Chain
Identify MostProfitable Donors
Donor
Satisfaction
Identify donors
Create the ask
Innovation Process
Deliver the ask
Produce the ask
OperationalProcess
Record the ask
Thank & reduce dissonance
Post Donation
‘‘Quality’ is giving people what Quality’ is giving people what they need to become happy they need to become happy
and effective wildlife and effective wildlife supporterssupporters
Bringing Wildlife to People
The Quality Chain Reaction
Improve quality Costs decrease
Productivity improves
Economies of scale & scope
Increase year-on-year revenue income
Save more wildlife
‘‘Virtuous CircleVirtuous Circle
Bringing Wildlife to People
Case Example 1 - The Fugger!
Bringing Wildlife to People
Case Example - 2The Ruined DinnerNew
averageExisting Value
AverageUpgrade Value
AverageTotal Upgrade
Cash
Bankers Order £ 39.91 £ 15.16 £ 24.75 £ 841.56
CASH Normal (Scheme Stopped) £ 46.98 £ 26.88 £ 20.10 £ 944.84
DD Normal £ 54.70 £ 26.88 £ 27.82 £10,626.44
DP £ 95.85 £ 60.43 £ 35.42 £14,874.36
Total £27,287.20
Gift aid 100% £ 7,640.42
Gift Aid 80% £ 6,112.33
Grand Total £33,399.53
Cost £16,208.40
Bringing Wildlife to People
Does it Work?
Peter Smith www.peetas.care4free.net
‘‘Walking My Walking My Talk!Talk!
Bringing Wildlife to People
What does it cost?
0
100000
200000
300000
400000
500000
600000
700000
800000
900000
£1 Million
1993 1994 1995 1996 1997 1998 1999 2000 2001
Total supporter
Income
Membership Costs
Kent Wildlife Trust – Supporter Income History
Bringing Wildlife to People
Graph to Show Income History of Wildwood
£0
£200,000
£400,000
£600,000
£800,000
£1,000,000
£1,200,000
2000 2001 2002 2003 2004 2005 2006 2007
Admission
Education
Membership & GA
Shop and restaurant
Grants
Total Income
Bringing Wildlife to People
Now YOU can Make a Million for Wildlife
Peter Smith www.wildwoodtrust.org
www.wildwoodtrust.org/makeamillion.htm