icawc 2011: sharon evans - top ten fundraising tips
DESCRIPTION
Sharon Evans of Wood Green - The Animals Charity gives her top ten tips for fundraising in the animal welfare world.TRANSCRIPT
Top Ten TipsTop Ten Tips
Sharon EvansSharon Evans
British MediaBritish Media
Easy to donate –just £1.00Easy to donate –just £1.00
Raised over million –just £1.00Raised over million –just £1.00
Planning and supportPlanning and support
And huge resources
Price promptsPrice prompts
My donation will make a difference
Backing of media and Backing of media and CelebritiesCelebrities
Household brand….Household brand….
Not us….Not us….
Three centresThree centres
• CatsCats• DogsDogs• Small animalsSmall animals• FieldField
Some national/international Some national/international presspress
We have howeverWe have however
Reduced our reliance on a Reduced our reliance on a single sourcesingle source
From 80%...
Our journey…and top 10 tipsOur journey…and top 10 tips
• People who already supported us People who already supported us
develop a relationshipdevelop a relationship
• People who knew us ….but did not give People who knew us ….but did not give money money (our local community)(our local community)
• Gaining support from people who have never Gaining support from people who have never even heard of us!even heard of us!
People who know us and
DO NOT GIVE MONEY
People who DON’T know usand DO NOT GIVE MONEY
Communication Strategy
Repeat gifts
A future gift?
Rehomed, visited
Make a first gift
Give Money
LOWRISK
HIGHRISK
Rest of the world….but only pet lovers
Ask for money….Ask for money….
Tell the storiesTell the stories
How donation will make a difference
Add in the price promptsAdd in the price prompts
• £8.50 feeds 10 rabbits for £8.50 feeds 10 rabbits for the 12 days of Christmasthe 12 days of Christmas
• £16.29 feeds three £16.29 feeds three abandoned dogsabandoned dogs
• £11 feeds three hungry £11 feeds three hungry catscats
Inspire…..Inspire…..
Ask creativelyAsk creatively
Thank and informThank and inform
A unique way to support….A unique way to support….
Legacy…Legacy…
Gather information Gather information
• If they have pets?
• If they have visited Wood Green?
• What do they want to receive?
77.1% of responses were from supporters over the age of 60 years
Thank,thank, thank again..Thank,thank, thank again..
Invite to visit….Invite to visit….
tell a story….tell a story….
VisualVisual
And easy to talk about
Ask creatively…Ask creatively…
VisitorsVisitors
Make it easy to giveMake it easy to give
Clear we are a charity
Money, food and blanketsMoney, food and blankets
Price promptsPrice prompts
Ask our local community ….Ask our local community ….
Easy to donateEasy to donate
Urgent…Urgent…
Easy to donateEasy to donate
websitewebsite
Make it easyMake it easy
Thank and welcome Thank and welcome
Thank,thank, thank again..Thank,thank, thank again..
SOFII | The Showcase of Fundraising Innovation and Inspirationwww.sofii.org/
People who know us
DO NOT GIVE MONEY
DON’T know usand DO NOT GIVE MONEY
Communication Strategy
impact
Give Money
How we ask…How we ask…
who who TargetTarget
when when FrequencyFrequency
how how ExecutionExecution
Age Preferred method
Seniors Over 70 Letter, solicitors…
Silents 1925 - 1945 Letter, Talks
Baby boomers 1946 - 1964 Letter. Phone. Email.
Web…
Generation X 1965 - 1980 Email. Internet, facebook, intranet, web, Phone.
Generation Y Under 30 Mobile. Internet. Email.
TargetTarget
harness the power of harness the power of the social webthe social web
25 billionevery
month
More than 1.5 million pieces of content shared daily
3rdIf it were a country……
largest
50,000,000There are over
accounts on
of videos uploaded every minute
1 billion views per day
2 hours
In summary …top nine tipsIn summary …top nine tips
• Ask and keep asking Ask and keep asking for supportfor support
• Make it easy Make it easy • Make it relevant (Price Make it relevant (Price
prompts)prompts)• Thank, thank and thankThank, thank and thank• Test and evaluateTest and evaluate
• InspireInspire• Maintain interest….and Maintain interest….and
commitment commitment • Upgrade (ask for Upgrade (ask for
legacy)legacy)• Target…whoTarget…who
No 10 watch..what worksNo 10 watch..what works
Thank youThank you