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

sharon.evans@woodgreen.org.uk