Content
We each have our own USP
Recognise your strengths and play to them
Spot the difference games re street fundraisers or
DM packs
What is special about C&RT
1)Introductions
2)Your unique assets
3)Your unique emotions
4)Your unique programme
5)Pulling it all together
6)Questions
Starting (again) from scratch
What are your charity’s strengths?
Why people engage in events fundraising
Most popular reasons First Second Third
Sponsored someone
The person I sponsored
was a close friend or family
member
It was for a particular
charity I like or support
It was for a particular cause
that I support
Attended an eventMy friends, family, or
colleagues also attended
It was for a particular
charity I like or supportIt was in my local area
Participated in an eventIt was for a particular
charity I like or support
It was for a particular cause
that I support
Friends, family or
colleagues also
participated in the event
Organised an eventIt was for a particular
charity I like or support
It was for a particular cause
that I support
I enjoy organising
fundraising events
Source: Charity Awareness Monitor, Jul 10 nfpSynergy
Who do we trust?
‘Top down authority being questioned and replaced with trust in horizontal authority.’ - IPPR
‘Younger groups less trusting of media and NGOS and are looking to sources of authority within their own networks’ –Green Alliance
‘Consumers rely on ‘independent’ recommendations from friends, family and others … using the internet as the means through which they seek and share these views’ – Derek Humphreys
The new breed of community fundraiser
Key Facts
WHO:
Charlie, aged 7
WHAT:
Cycled 5km around his
local park
WHY:
To raise £500 for Haiti
RESULTS:
Raised £210,000
Beat his target by 41,000%
http://www.youtube.com/watch?feature=player_popout&v=t0Yt68a47_I
How Sponsoring Charlie was a Rich Experience
Good of
societyRelevance
&
meaning
Emotional
connection
Experience
which
enriches my
life
‘It’s my duty to
help Haiti’
‘I can relate to
this little boy’
‘I feel good
supporting Charlie’
‘I have done something
meaningful and been
inspired
The ‘Web of Trust’
Betterplace.org (Germany)
- 180,000 donors using the site, supporting 2,700
projects
You and me can change the world
Pay it forward – pifworld.com (Holland)
- Launched this year, already over 100 charity members
Creating a virtuous circle
Our operations team maintain the waterways
Our fundraisers generate Our marketing income from visitors team increase
visits to the waterways
Researching the potential
Average 7.8 visitor partiesapproached
per hour
Average 2.6 visitor partiesstopped
for interview
35% Intercept rate
Winter
Average 9.6 visitor partiesapproached
per hour
Average 2.6 visitor partiesstopped
for interview
27% Intercept rate
Summer
Source: Fundraising Quantitative Research
Potential results
8
20
30
42
ANY Definitely
ANY Probably
ANY Possibly
Probably/Definitely Not
%
x 70%
x 30%
x 10%
Projected conversion success
rate15%
Projected conversion success rate calculated by applying 70/30/10 rule to top 3 box (ie. definitely, probably, possibly)
One estimate of the projected conversion success rate would be 15% by applying the 70%/30%/10% rule to the top 3 likelihood boxes (reducing the effect of over-claim). Same rate in winter and summer.
X
2.6 visitor parties/hour
1 donor recruited every2 hrs 30 mins
=
Source: Fundraising Quantitative Research
Summer
What Engages Supporters Today?
1. Relevant – connected to my world and concerns
2. Resonant – emotionally moving
3. Real – shows that I can make a real difference
4. Reassuring – I know I am doing the right thing
5. Recognition – I want to belong, be part of something
6. Rewarding – I want to get something out of this
Source: The Good Agency ‘Engagement checklist’
What are your charity’s strengths?
Making canals emotional
• Introduction to Canal & River Trust
• A private site face to face fundraising strategy
• Implementation
• Teething problems
• Successes
• Key insights
Not what but why
The RSPB maintains and creates wildlife habitats...
The RNLI repair boats and build boathouses...
Save The Children provide food aid and education
...but their emotional positioning is about creating homes for nature
...but their emotional positioning is about saving lives at sea
...but their emotional positioning is about no child being born to die
A world without the Trust
Canal & River Trust emotional equation
? ?Need + Action = Reward
Potential loss Wonder, joy, delight Sense of waste Pride at preserving Anger and sorrow the past
Changing emotions
For planet, for people
Sense of belonging
Outrage, sense of crisis
Mass rebellion
Courage Support the heroes
A new emotional equation
Pity (mediated via celebrity)
Transactional, one off donation
Solidarity
Connection
Donation and shift in perspective
• A key goal of Greenpeace Argentina = stop deforestation
• Direct Action was not enough – needed a LAW.
• Draft law was stuck in the SENATE meaning that there was a threat of losing lower house approval.
• Greenpeace’s traditional message has been to STOP things
• Also very elitist – superheroes on Rainbow Warrior
• Looked for a way of engaging public on issue….
1 million votes to stop deforestation
Let´s raise 1 MILLION votes
for the FOREST LAW
and maybe then Cristina will do it as well
Campaign Concept
Our senators are not voting for this law,
so let us, Argentines, vote for it ourselves,
30,10%
25,99%9,59%9,00%
0,10%
0,16%
25,06%
Mails Adwords Others PROBONO
Comunidades Fundaciones Off Line
StrategyE mails 30,10% 361.943
Adwords 25,99% 312.554
Spontaneous 9,59% 115.270
Probono Web Sites 9,00% 108.240
Communities 0,10% 1.262
Other NGOs web sites 0,16% 1.983
Off Line 25,06% 301.356
100% 1.202.607
Share
Voting Channel Breakdown
01/08/2007
Fin. Supporters 28,300+ Lapsed 36.630 28.144 77% 12.282 44%
Cyber Activists 194.511 170.981 88% 58.371 34%
Total Campaigining supporters 231.141 70.653 31%
Open Conv rate to vote
Data Bases BehaviourOpen Rate in 2.5 months
Original data base behaviour
Pushed Votes C rate
TOTAL "Vote!" e-mails 759.742 70.653 9%
TOTAL "T.A.F.!" e-mails 1.954.500 291.290 15%
TOTAL Pushed 2.714.242 361.943 13%
E mails Pushed / Amount / Behaviour
VOTES from "Vote!" e-mails 70.653 20%
VOTES from "T.A.F.!" e-mails 291.290 80%!
TYFs - E Mails behaviour
• Attracted 600,000 new, opted in, email activists in 2 months
• Response rates to email campaigns rose from 0.33% to 1.02%
• Phone conversion campaign generated 22,000 new committed givers,
• Campaign broke even in 10 months
• NO proactive fundraising during the campaign. All resources to that objective - ONE PUBLIC ASK.
• 100% votes aquisition resources came from fundraising
Some amazing facts
Results
• OTS of 22 million over 6 months • 8,000 new fundraising prospects and 430
regular givers during April/May 2015• During 2015-16 at least 70% of these new
supporters will continue their regular support of the Trust
• Awareness of the Trust is raised in the our monthly tracking survey by 3% points
• As an organisation we demonstrate our capacity to successfully deliver an integrated campaign by each team executing their agreed tactics on time and as planned.
What would be key elements of your unique programme?
1. Where and why might you need to start (again) from scratch?
2. Why does your charity exist
3. What is your charity’s emotional equation?
4. What could be the elements of your unique programme?
Four key areas of notes
Applying this when you get back to the office
• It is never too late to start again or to do something differently – in fact it is essential
• Your greatest weakness can be the clue to your greatest strength• Assets can come in many forms – from physical items and places to
people and opportunities for engagement. Build on what you have• Emotions are everything – what do you need and what do you offer
emotionally to those who support you?• In a world where charities are indistinguishable and faith in them
and their authority is fading, be unique• None of this matters, if you don’t do something different
Things I have learnt along the way
Key learnings
1. What will you do on your next day back in the office?
2. What will you try within the next 3 months
3. What will you have changed within the next year?
Three commitments
Applying this when you get back to the office