sean triner benchmarking india 2008
DESCRIPTION
In an unprecedented collaboration exercise, 16 leading charities in Australia joined together to find out how their donors behave. Pooling their data they analyzed $2bn worth of transactions. This session reveals some surprising findings, but more importantly, shows how charities reacted to the research to ensure they protect and develop their relationships with their donors.TRANSCRIPT
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© Pareto Fundraising 2008
Benchmarking for success: Benchmarking for success: Understanding and Understanding and improvingimproving your fundraising your fundraising performance through data performance through data insightsinsights
Presented by Sean TrinerPresented by Sean TrinerPresented by Sean TrinerPresented by Sean Triner
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Useful links
www.paretofundraising.com
www.seantriner.blogspot.com
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What it is all aboutWhat it is all about
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1.The Big Picture1.The Big Picture1.The Big Picture1.The Big Picture2.Why major donor 2.Why major donor 2.Why major donor 2.Why major donor programs usually failprograms usually failprograms usually failprograms usually fail3.Identifying3.Identifying3.Identifying3.Identifying4.Communicating4.Communicating4.Communicating4.Communicating5.Asking5.Asking5.Asking5.Asking6. More communicating6. More communicating6. More communicating6. More communicating
1.1.1.1. IntroductionIntroductionIntroductionIntroduction2.2.2.2. Data, data, dataData, data, dataData, data, dataData, data, data
1.1.1.1. More data: BenchmarkingMore data: BenchmarkingMore data: BenchmarkingMore data: Benchmarking3.3.3.3. Interpreting the informationInterpreting the informationInterpreting the informationInterpreting the information4.4.4.4. Mystery shoppingMystery shoppingMystery shoppingMystery shopping5.5.5.5. Your next stepsYour next stepsYour next stepsYour next steps
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1.The Big Picture1.The Big Picture1.The Big Picture1.The Big Picture2.Why major donor 2.Why major donor 2.Why major donor 2.Why major donor programs usually failprograms usually failprograms usually failprograms usually fail3.Identifying3.Identifying3.Identifying3.Identifying4.Communicating4.Communicating4.Communicating4.Communicating5.Asking5.Asking5.Asking5.Asking6. More communicating6. More communicating6. More communicating6. More communicating
1.1.1.1. IntroductionIntroductionIntroductionIntroduction2. Data, data, data
1. More data: Benchmarking3. Interpreting the information4. Mystery shopping5. Your next steps
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The Big PictureThe Big Picture
Overall Fundraising StrategyOverall Fundraising Strategy
GovernmentGovernment
Trusts & Trusts &
foundationsfoundations
ConsiderConsider
Corporate &Corporate &
EventsEvents
ConsiderConsider
Associations, Associations,
groupsgroups
Individuals Individuals –– Long term growthLong term growth
The Giving ConstituencyThe Giving Constituency
Bequests / Bequests /
LegaciesLegaciesMajor DonorsMajor Donors Regular GivingRegular Giving
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Your Your learninglearning
TrainerTrainer
informationinformation
Group Group InformationInformation
ACTION!ACTION!
?
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1.The Big Picture1.The Big Picture1.The Big Picture1.The Big Picture2.Why major donor 2.Why major donor 2.Why major donor 2.Why major donor programs usually failprograms usually failprograms usually failprograms usually fail3.Identifying3.Identifying3.Identifying3.Identifying4.Communicating4.Communicating4.Communicating4.Communicating5.Asking5.Asking5.Asking5.Asking6. More communicating6. More communicating6. More communicating6. More communicating
1. Introduction2.2.2.2. Data, data, dataData, data, dataData, data, dataData, data, data
1. More data: Benchmarking3. Interpreting the information4. Mystery shopping5. Your next steps
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Info:
D.O.B
Church etc
Trans-actions
Feedback
Analysing dataAnalysing data
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ANALYTICALANALYTICAL
-Your Growth
- Your donor
Behaviour
-Used for targeting
ENVIRONMENTALENVIRONMENTAL
-How much is given
- Growth
- Competition
PERSONALPERSONAL
-Transactions
- Legacy status
- Pet name
STRATEGIC DATASTRATEGIC DATA
-- informsinforms
TECHNICAL DATATECHNICAL DATA
-- usedused
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ANALYTICALANALYTICAL
-Your Growth
- Your donor
Behaviour
-Used for targeting
ENVIRONMENTALENVIRONMENTAL
-How much is given
- Growth
- Competition
PERSONALPERSONAL
-Transactions
- Legacy status
- Pet name
STRATEGIC DATASTRATEGIC DATA
-- informsinforms
TECHNICAL DATATECHNICAL DATA
-- usedused
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ANALYTICALANALYTICAL
-Your Growth
- Your donor
Behaviour
-Used for targeting
ENVIRONMENTALENVIRONMENTAL
-How much is given
- Growth
- Competition
PERSONALPERSONAL
-Transactions
- Legacy status
- Pet name
STRATEGIC DATASTRATEGIC DATA
-- informsinforms
TECHNICAL DATATECHNICAL DATA
-- usedused
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1.The Big Picture1.The Big Picture1.The Big Picture1.The Big Picture2.Why major donor 2.Why major donor 2.Why major donor 2.Why major donor programs usually failprograms usually failprograms usually failprograms usually fail3.Identifying3.Identifying3.Identifying3.Identifying4.Communicating4.Communicating4.Communicating4.Communicating5.Asking5.Asking5.Asking5.Asking6. More communicating6. More communicating6. More communicating6. More communicating
1. Introduction2. Data, data, data
1.1.1.1. More data: BenchmarkingMore data: BenchmarkingMore data: BenchmarkingMore data: Benchmarking3. Interpreting the information4. Mystery shopping5. Your next steps
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A mixed bunchA mixed bunch
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Anonymous…?Anonymous…?
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Key findingsKey findings
Growth comes from
Individuals
RG / CoG best – still
Nothing beats F2F
Retention:
Channel & age
Promiscuity levels
Measuring legacies
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Australian BM partners total income
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Australian BM partners total income
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Australian BM partners total income
AU$80m
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0
50,000
100,000
150,000
200,000
250,000
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
Recruitment numbersRecruitment numbers
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Key findingsKey findings
Growth comes from
Individuals
RG / CoG best – still
Nothing beats F2F
Retention:
Channel & age
Promiscuity levels
Measuring legacies
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Key findingsKey findings
Measuring legacies
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Legacy penetration: Donors since 2002
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Key findingsKey findings
Retention:
Channel & age
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0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Lost Dogs
Charity 1
Charity 2
Charity 3
Charity 4
Charity 5
Charity 6
Charity 7
Charity 8
Charity 9
Charity 10
Charity 11
Regular giving retention - year one
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0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Three year RG Retention
Yr1
Yr2
Yr3
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1 Year DM Retention
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Gave0506
© Pareto Fundraising October
2006
Note: this is Round two data (last year)
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0%
10%
20%
30%
40%
50%
60%
70%
Under 20 20-29 30-39 40-49 50-59 60+
Year 1 Attrition (2007)
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Key findingsKey findings
Promiscuity levels
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AIA CCIA CBM HF LDH TCCNSW ACF A4UNHCR WWF SCOPE
0.0% 0.8% 3.9% 6.7% 1.0% 3.9% 5.3% 1.3% 3.9% 1.2%
1.6% 0.0% 3.3% 9.4% 0.3% 7.6% 1.0% 0.4% 1.9% 0.3%
3.1% 1.3% 0.0% 17.3% 1.1% 4.4% 1.6% 0.4% 2.3% 2.0%
1.5% 1.0% 4.8% 0.0% 0.9% 4.1% 1.2% 0.2% 1.5% 1.6%
2.8% 0.4% 4.0% 11.5% 0.0% 0.7% 2.9% 0.3% 4.9% 6.4%
1.5% 1.4% 2.2% 7.1% 0.1% 0.0% 0.8% 0.4% 1.3% 0.0%
7.1% 0.7% 2.7% 7.1% 1.3% 2.9% 0.0% 0.7% 4.7% 1.3%
7.7% 1.1% 3.1% 5.1% 0.7% 6.0% 3.2% 0.0% 3.1% 0.9%
4.6% 1.0% 3.3% 8.0% 2.0% 3.9% 4.0% 0.6% 0.0% 1.1%
2.7% 0.3% 5.7% 16.4% 5.0% 0.2% 2.1% 0.3% 2.2% 0.0%
1.3% 1.6% 2.4% 8.0% 0.1% 9.6% 0.8% 0.4% 1.2% 0.1%
3.0% 2.2% 4.1% 12.4% 0.1% 12.7% 2.1% 0.8% 2.3% 0.0%
1.8% 1.2% 2.3% 7.6% 0.1% 1.8% 1.3% 0.3% 1.6% 0.0%
10.6% 1.7% 6.5% 13.5% 2.1% 5.4% 13.9% 1.4% 11.9% 1.6%
4.1% 0.7% 2.7% 5.0% 0.9% 3.1% 2.4% 0.8% 2.3% 1.2%
4.3% 1.8% 3.5% 9.3% 1.1% 10.3% 7.7% 0.8% 8.9% 0.1%
2.1% 1.8% 2.2% 7.5% 0.3% 5.9% 1.3% 0.6% 1.7% 0.4%
0.7% 0.7% 1.3% 3.8% 0.1% 3.8% 0.5% 0.2% 0.8% 0.1%
2.9% 2.5% 9.0% 13.8% 0.3% 13.0% 1.7% 0.6% 2.6% 0.3%
Charity
AIA
CCIA
CBM
HF
LDH
TCCNSW
ACF
A4UNHCR
WWF
SCOPE
CHW
BENSOC
TCCACT
BHF
PLAN
WIRES
RK
CMRI
WM
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CHW BENSOC TCCACT BHF PLAN WIRES RK CMRI WM
0.7% 0.3% 0.2% 1.3% 1.7% 0.3% 0.1% 0.3% 1.8%
1.8% 0.4% 0.2% 0.4% 0.6% 0.3% 0.2% 0.7% 3.1%
1.0% 0.3% 0.2% 0.6% 0.9% 0.2% 0.1% 0.4% 4.3%
1.0% 0.3% 0.2% 0.4% 0.4% 0.1% 0.1% 0.4% 1.8%
0.1% 0.0% 0.0% 0.7% 1.0% 0.2% 0.0% 0.2% 0.6%
2.0% 0.4% 0.1% 0.2% 0.5% 0.3% 0.1% 0.7% 3.0%
0.6% 0.3% 0.2% 2.3% 1.3% 0.7% 0.1% 0.3% 1.4%
1.2% 0.4% 0.2% 1.0% 1.8% 0.3% 0.2% 0.4% 2.1%
0.7% 0.2% 0.2% 1.7% 1.1% 0.7% 0.1% 0.4% 1.9%
0.1% 0.0% 0.0% 0.4% 1.1% 0.0% 0.0% 0.1% 0.4%
0.0% 0.7% 0.1% 0.3% 0.5% 0.3% 0.2% 1.1% 3.1%
4.0% 0.0% 0.1% 0.7% 0.6% 0.6% 0.5% 1.3% 6.3%
0.5% 0.1% 0.0% 0.6% 0.7% 0.0% 0.0% 0.5% 1.0%
1.3% 0.5% 0.5% 0.0% 1.8% 1.3% 0.2% 0.5% 2.8%
0.6% 0.1% 0.1% 0.5% 0.0% 0.1% 0.1% 0.2% 1.0%
4.7% 0.8% 0.0% 2.2% 0.8% 0.0% 0.2% 1.3% 4.2%
2.1% 1.0% 0.1% 0.5% 0.6% 0.3% 0.0% 0.9% 1.9%
1.3% 0.3% 0.1% 0.1% 0.2% 0.2% 0.1% 0.0% 1.2%
2.8% 1.0% 0.2% 0.5% 0.7% 0.5% 0.2% 0.9% 0.0%
Charity
AIA
CCIA
CBM
HF
LDH
TCCNSW
ACF
A4UNHCR
WWF
SCOPE
CHW
BENSOC
TCCACT
BHF
PLAN
WIRES
RK
CMRI
WM
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% of chart which resembles % of chart which resembles PacPac--ManMan
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1.The Big Picture1.The Big Picture1.The Big Picture1.The Big Picture2.Why major donor 2.Why major donor 2.Why major donor 2.Why major donor programs usually failprograms usually failprograms usually failprograms usually fail3.Identifying3.Identifying3.Identifying3.Identifying4.Communicating4.Communicating4.Communicating4.Communicating5.Asking5.Asking5.Asking5.Asking6. More communicating6. More communicating6. More communicating6. More communicating
1. Introduction2. Data, data, data
1. More data: Benchmarking3.3.3.3. Interpreting the informationInterpreting the informationInterpreting the informationInterpreting the information4. Mystery shopping5. Your next steps
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Collaborative improvements Collaborative improvements
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Three things you can do to improve Three things you can do to improve your growthyour growth
Personalise
- What is my pet name?
- Use surveys to get info
Legacies
- Do not put it off; invest now
- Ask!
Innovate
- Test (always test) new ideas
- But be careful of distractions...
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CrossCross--sellsell
• Multi-touch point = better donor
• Improves relationship
UpgradeUpgrade
• Phone most effective
• Auto-upgrade
More More commscomms
• Email, mail, phone – frequent is good
• Mix asks and updates
Three things you can do to improve Three things you can do to improve your gross inc per donoryour gross inc per donor
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AskAsk
• Direct ask much better (confirms)
• Focus on residuary
SurveySurvey
• Much more effective than solus mailing
• Provides leads & personal triggers
PersonalisePersonalise
• Keep in appeal pool
• Recognise bequest
Three things you can do to improve Three things you can do to improve your legacy incomeyour legacy income
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Your Your learninglearning
TrainerTrainer
informationinformation
Group Group InformationInformation
ACTION!ACTION!
?
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1.The Big Picture1.The Big Picture1.The Big Picture1.The Big Picture2.Why major donor 2.Why major donor 2.Why major donor 2.Why major donor programs usually failprograms usually failprograms usually failprograms usually fail3.Identifying3.Identifying3.Identifying3.Identifying4.Communicating4.Communicating4.Communicating4.Communicating5.Asking5.Asking5.Asking5.Asking6. More communicating6. More communicating6. More communicating6. More communicating
1. Introduction2. Data, data, data
1. More data: Benchmarking3. Interpreting the information4.4.4.4. Mystery shoppingMystery shoppingMystery shoppingMystery shopping5. Your next steps
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The Mystery Shopping ProjectThe Mystery Shopping Project
First conducted in 2005
Wanted to do formal evaluation
Benchmarking across sector
Essential for measuring improvement
Rolled out in 2007
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Survey MethodologySurvey Methodology
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Australian, NZ and HKCharities surveyed
Survey MethodologySurvey Methodology
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Contact details sourced
Survey MethodologySurvey Methodology
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Survey MethodologySurvey Methodology
Conducted in late 2007
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Survey MethodologySurvey Methodology
Responses were analysed
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Survey MethodologySurvey Methodology
We approached each charity with the aim of setting up a monthly Regular Gift via credit card or direct debit, using:
1. REGULAR GIVING1. REGULAR GIVINGPhonePhone
MailMail
EmailEmail
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Survey MethodologySurvey Methodology
We approached each charity with the aim of finding out about leaving a legacy using:
2. LEGACY ENQUIRY2. LEGACY ENQUIRY
MailMail
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$0
$20,000,000
$40,000,000
$60,000,000
$80,000,000
$100,000,000
$120,000,000
$140,000,000
$160,000,000
$180,000,000
$200,000,000
1996/97 1997/98 1998/99 1999/00 2000/01 2001/02 2002/03 2003/04 2004/05 2005/06 2006/07
Bequest Com m unity D irect Mail Event In M em oriam Internet Lottery M em bership M erchandise Other RG C hild Sponsorship F2F
RG and Legacy areas of growthRG and Legacy areas of growth
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Making a regular giftMaking a regular gift
KEY AREAS EXPLOREDKEY AREAS EXPLORED
� Acknowledgement of interest in charity
� Thanking for offer of donation
� Promotion of regular giving
� What charity does/current campaigns
� Efficiency of regular gift set
DONOR EXPECTATIONSDONOR EXPECTATIONS
� Fast, efficient and friendly response
� Donor being thanked for offer
� Clarification of donors interest
� Promoting long - term relationships
� Promotion of charity’s services or campaigns
� Ability to set up a regular gift over the desired medium
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International ComparisonsInternational Comparisons
Thanked for offer of regular gift:Thanked for offer of regular gift:
44%44%44%44%44%44%44%44%
AustAust20072007
60%60%60%60%60%60%60%60%
AustAust20052005
87%87%87%87%87%87%87%87%
New ZealandNew Zealand
70%70%70%70%70%70%70%70%
UKUK
52%52%52%52%52%52%52%52%
Hong KongHong Kong
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International ComparisonsInternational Comparisons
Amount of regular gifts successfully Amount of regular gifts successfully set up:set up:
70%70%70%70%70%70%70%70%
AustAust20072007
79%79%79%79%79%79%79%79%
AustAust20052005
67%67%67%67%67%67%67%67%
New ZealandNew Zealand
65%65%65%65%65%65%65%65%
UKUK
51%51%51%51%51%51%51%51%
Hong KongHong Kong
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Observations Observations –– Making a Regular GiftMaking a Regular Gift
Charities not getting the basics right
Lack of thanking, not responding, not setting up gifts
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Charities not getting the basics right
Lack of thanking, not responding, not setting up gifts
Low level of RG promotion
Observations Observations –– Making a Regular GiftMaking a Regular Gift
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Charities not getting the basics right
Lack of thanking, not responding, not setting up gifts
Low level of RG promotion
Most charities, but not all, able to set up RG on the phone
Observations Observations –– Making a Regular GiftMaking a Regular Gift
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Inconsistency in messaging and service delivery via medium
Observations Observations –– Making a Regular GiftMaking a Regular Gift
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Inconsistency in messaging and service delivery via medium
Ability to set up over phone increased yet total number of gifts set up actually decreased from last time
Observations Observations –– Making a Regular GiftMaking a Regular Gift
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Legacy EnquiryLegacy Enquiry
KEY AREAS EXPLOREDKEY AREAS EXPLORED
� Response time and number of transfers required to reach individual (by phone)
� Acknowledgement of interest in charity
� Response time for information sent via email/mail
� Value of information provided over all mediums
� Effort made to secure donor after discussion or receipt of info
DONOR EXPECTATIONSDONOR EXPECTATIONS
� Fast, efficient and friendly response
� Donor being thanked for offer
� Clear, concise information
� Promotion of charity’s services or campaigns
� Promotion of residuary bequests
� Development of donor/charity relationship
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0 - 5 days38%
6 to 1014%
11 + days24%
No response24%
0 - 5 days 6 to 10 11 + days No response
Response Time Response Time ––Legacy by mailLegacy by mail
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Did charities thank donor?Did charities thank donor?
0102030405060708090
100
% Charities Thanking
No
Yes
Based on the number of charities that responded by each medium, the % of charities that thanked for the offer of a legacy are:
Phone: N/A%
Mail: 88%
Email: N/A%
Overall: 88%
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Legacy PacesettersLegacy Pacesetters
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ComparisonsComparisons
Thanked for offer of legacy:Thanked for offer of legacy:
50%50%50%50%50%50%50%50% 87%87%87%87%87%87%87%87% 56%56%56%56%56%56%56%56%
AustraliaAustralia Hong KongHong Kong New ZealandNew Zealand
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Observations Observations –– Legacy Enquiry Legacy Enquiry
Lack of understanding from the sector on the importance of residuary legacies
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Observations Observations –– Legacy Enquiry Legacy Enquiry
Lack of understanding from the sector on the importance of residuary legacies
Thanking donors for their offer to leave a gift was low, we were only thanked half the time
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Observations Observations –– Legacy Enquiry Legacy Enquiry
Lack of understanding from the sector on the importance of residuary legacies
Thanking donors for their offer to leave a gift was low, we were only thanked half the time
Charities not equipped to deal with donors about legacies via email
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1.The Big Picture1.The Big Picture1.The Big Picture1.The Big Picture2.Why major donor 2.Why major donor 2.Why major donor 2.Why major donor programs usually failprograms usually failprograms usually failprograms usually fail3.Identifying3.Identifying3.Identifying3.Identifying4.Communicating4.Communicating4.Communicating4.Communicating5.Asking5.Asking5.Asking5.Asking6. More communicating6. More communicating6. More communicating6. More communicating
1. Introduction2. Data, data, data
1. More data: Benchmarking3. Interpreting the information4. Mystery shopping5.5.5.5. Your next stepsYour next stepsYour next stepsYour next steps
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Your Your learninglearning
TrainerTrainer
informationinformation
Group Group InformationInformation
ACTION!ACTION!
?
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Mystery Shop NOWMystery Shop NOW
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Useful links
www.paretofundraising.com
www.seantriner.blogspot.com
www.slideshare.net
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THANK YOU! THANK YOU!
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The Pareto Group exists to make the world a better place, by expanding the not-for-profit sector's capacity worldwide to ensure as many beneficiaries are helped as possible.
We encourage you to share this document but do ask that should you decided to use any of the information in a presentation beyond your organisation that you first email us on [email protected]
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