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