starting an individual giving programme · why is individual giving important for fundraising? ......
TRANSCRIPT
Starting an
Individual Giving
programme
FAUZIA MALIK 2016
Me!
Why is Individual Giving important
for fundraising?
It can help to build unrestricted income – which is
important for flexible funding of services for
beneficiaries
Small regular donations helps charities plan for the
longer term
It builds a connection with the public in a way that
can engage and build an important emotional link
with the charity
It’s a great way to spread awareness of the issues
that we are all trying to solve
We’ve had a difficult year
4
Total amount raised by the UK
public in 2015
UK Giving annual giving survey 2016 (CAF) - key
highlights: the UK is a very generous country and
supports a range of good causes through challenge
events, bake sales, donations, sponsorships, raffles,
lotteries, membership fees and legacies
In 2015 the UK population donated a staggering
£9.6 billion to charities that they support
2 in 3 (67%) have given to charity in the last year
Most popular causes: 1st Children and young
people, 2nd Medical research, 3rd Animals
Steps towards setting up your
programme
Objectives
Mission
Case for support
Case studies
Where will the money go?
Measuring the results
Impact reporting
Target audience
What do you know about your supporters?
What do they look like, demographic profiles and build pen portraits
Test and pilot messages about your cause –what resonates with your target audience? What do they care about the most?
Are you targeting a warm or a cold audience?
Consider the internal and external audience when developing key messages
How will this activity appear to internal stakeholders (include your volunteers in this group)
Send out regular surveys to your supporters to understand their motivation for supporting your cause and what they would like to hear more about
Sandra
8
Travels
69 y/o
Retired
Rents home
Friends & family
Craft
M&S shopper
No higher education
Nurse
No HNW friends
Euan
9
Getting Married
32 y/o
Football supporter
Cycling
home owner
NetflixPubs &
craft beer
Politically engaged
University educated
Friends and family
Full time work
Media
What media is right for your message – this will vary
and will depend on who you are targeting
Consider the complexity of your message
Will it come across well visually? Inserts
Would you like to covey a more in-depth message
and build a deeper case for support – direct mail
Speak to peers and benchmark your pilot activity
prior to testing out your plan
Great propositions
that resonate with
donors
Urgency!
Why are you
fundraising, and
why now?
Missing Gorilla – feared
dead…..
The best performing
proposition for the
Gorilla Organization
Raised £39,000 vs.
£25,000 target
Tangible and urgent need
Why would people
consider giving to your
cause?
What is the problem?
Shopping lists
What are we tackling?
15
POVERTY
NEGLECTLONELINESS
Loneliness and isolation
16
Engaging….
Case studies
People give to people – which helps to build
emotional engagement
Case studies dramatise the problem that we are
trying to solve
They can help raise money!
https://www.youtube.com/watch?v=OT5Q1Mk9jUc
People give to people – the
power of one
Where does the money go?
For every £1 spent
85p – Advice, befriending and
campaigning
9p – fundraising
6p – investment management and
governance
20
Using social media
Use of email
Face book
http://msf.me/1WIxxOk
Drivers of commitment and loyalty
Reference: Donor retention: What do we know and what
can we do about it? Sargeant and Hartsook 2008
Trust is directly linked to building loyalty:
It is the belief that the charity is making the most efficient use of it’s funds; and having a positive impact in the area in which it is working which builds trust
Donor journey planning
This is what your
organisation may feel like
to a new donor
Communications should be:
Timely
Relevant
Review frequency of contact
NEW F2F RECRUITS – WELCOME PHASE DIGITAL SUPPORTER
JOURNEYNew F2F supporter (Welcome pack at
point of sign-up
Email 1 - ‘Welcome to IA’ email 1 week
after sign-up & thank you email
Email 2 – Video
Email 3 - Blog
Email 4 – Survey Email 5 – Case study
Email 6 – Current campaign action
Email 7 – Impact
Feed into monthly E-newsletter cycle
Smart
objective:
• 10% of
donors give
2 online
donations in
6 months.
Timings:
2 weeks between emails
No postal contact for 6
months
Learn
Set-up the results and evaluation framework at the
start of the planning phase and evaluate the results
What was the result vs. target, what can be tested
next time and what would we do differently
Act upon the learnings and set new KPIs
Share your findings with your organisation and bring
them along on the journey
Let people know how their
donations have helped support the
charity
• Annual review
• Supporter
newsletter
• Thank you letters
• Website
• Social media
Supporter promise
Treat your donors well they are your ambassadors as well as give you donations
Honour promises to donors about how their money will be used
Communicate the values of the charity not just the content of service delivery to beneficiaries
Review your supporter charter/promise
Data compliance & data protection
If a donor has queries or questions ensure they receive quick and efficient service by well briefed staff.
All feedback is good, if there is a complaint or a mistake explain and apologise, and make it right for the donor
Crisis? What crisis?
Lots of things are changing and there is a lack of
clarity
We still need to fundraise
The need is great and the focus is on the plan and
getting it right for donors, beneficiaries and the
charity
Questions?
Good luck and keep in
touch…
Linked in
Skype: fauzia.malik96