FICO Spring: Engaging Christian People

New donor acquisition and cultivation

Hello.

Hello.

Hello.

Two very different organisations

International

Partnership model

Set up by 41 denominations

Formal relationships with churches e.g. Anglican, URC, Pentecostal etc

Theologically more Liberal

UK focus

Direct delivery overseas

Set up (and led) by Steve Chalke

Informal relationships with Baptist, evangelical and ‘new church’ movement.

Roots in evangelical theology

Both have something to teach the other

‘Pro. Fundraising tactics’

Christian Aid Week

Mass marketing

Limited events / private site

Campaigns

Attracting ID / aid charity supporters

Para-church / agency

‘Pro. Fundraising tactics’

Christian Aid Week

Mass marketing

Limited events / private site

Campaigns

Attracting ID / aid charity supporters

Para-church / agency

‘Relational acquisition’

Charismatic leadership

Word of mouth

Recruitment through events

‘Wide not deep’

Serious major donations

Attracting Christians

Role as part of the church

Best of both worlds?

Example: Out of Home

The metrics – usual suspects:

• Response rate (RR)• Cost per acquisition (CPA)• (Net) Cost per prospect (CPP / NCPP)• Return on Investment (ROI)• TM - Penetration rate • DD Conversion rate

Example: Out of Home

Typical model:

Media Washrooms

Media Owner Ad Media

Ask £5 cash

No of Weeks 4

Qty Panels 4,000

Distribution MSA's & Shopping Malls

Formats A3

Est Impacts 106,240,000

Est impacts per panel 26,560

Est Client Media Cost £35,400

Production based on 1 creatives £2,043

Est Total Cost to Client £37,443

Text Responses  

Response Rate 0.0014%

PSMS Responders 1,487

PSMS Income £7,437

Target Cost Per Prospect £25

Callback Conversion  

Total Responses 1,487

Contact Rate 60%

Est Contactable 892

Conversion Rate 12%

Regular Donors 107

CPA £280

Gross Income £8,032

Estimated DD Performance  

Est Response 107

Call Costs £4,507

Total Costs £34,513

Media & Calling CPA £322

Total Yr 1 Income exc GA £15,469

Total Estimated ROI 0.45

Professional Fundraising model

• Always monitoring CPA• Can tolerate and increase IF acquisition is delivering

‘better’ donors (multiple engagements, higher LTV, RG convert)…

• Always monitoring CPA• Can tolerate and increase IF acquisition is delivering

‘better’ donors (multiple engagements, higher LTV, RG convert)

• LTV analysis bridges acquisition and cultivation • ESSENTIAL: knowing your allowable marketing

spend per channel• Mass marketing – can we be more targeted?

Professional Fundraising model

• Target market: c.6m ‘Active Christians’ (TGI)• CA has 5% of market share• What does a 1% increase in market share mean?

60,000 (net) new RGs

So how do we reach Active Christians at scale?• Church• Conferences and festivals• Christian media• Charity lists • Everywhere!

So how do we reach Active Christians at scale?• Church• Conferences and festivals• Christian media• Charity lists • Everywhere! } FR tactics

A limitation of professional fundraising tactics?

…this is where relational acquisition has an advantage:

• Grown out of the target market• Knows the vernacular• Trusted / preferred to secular alternatives• Crucially: Identifies as church (not an agency) with a

vision for church (movement) that others can ‘join’• Can access target market at church and mass events

and knows its role / offer to it.

However, there are risks:

• Intuition over data - insufficient analysis of results inhibits learning and evidence based decisions.

• Over emphasis on cash - ignores LTV, ROI and inhibits FR investment…and growth?

• Missing tried and tested cultivation strategies that improve and sustain the supporter journey.

Best of both worlds?• Learn how to (re)engage the growing church• Understand churches = individuals• Apply same pro. FR rigour to Church fundraising• Find our offer to / role as part of the church – and the

language to articulate them• Authenticity

Skilled fundraisers who understand their market and can bring marketing skills to bear have a vital role play in engaging Christian people.

P.S. So what about cultivation?