Bangkok Fundraisers Forum

© Pareto Fundraising 2009

Making the most of your data

Fundraisers in Thailand Network


INTRODUCTIONS


Vilfredo and the Pareto Principle

http://www.benetas.com.au/index.aspx

http://www.heartfoundation.org.au/


DATA

ANALYTICAL- Your Growth- Your donor

Behaviour-Used for targeting

ENVIRONMENTAL- How much is given

- Growth- Competition

PERSONAL- Transactions

- Legacy status- Pet name

STRATEGIC DATA

- informs

TECHNICAL DATA

- used



ENVIRONMENTAL

The Big Picture

Overall Fundraising Strategy

Government

Trusts & foundations

Individuals – Long term growth

Bequests / Legacies

Major Donors Regular Giving

Consider

Corporate &Events

The Giving Constituency

Consider

Associations, groups

Regular Giving

Long Term Growth

Individual giving is currently the ONLY long term solution for growth

Individuals – Long term growth

Mail appealsAcquisition Donor care

* We are always looking for the next!

Major Donors

Bequests

?

Growth from Individuals

$0

$20

$40

$60

$80

$100

$120

$140

$160

$180

$200

1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008

Mill

ions

Bequest Cash Event In Memoriam Lottery

Membership Merchandise Other Regular Gift

AUD$59m

AUD$28m

2008 charitable giving USA

Source and (c) Giving USA Foundation™


?


70% 97%

70% 93%

Nakhon Pathom



ANALYTICAL


RecencyFrequency

Value

Attrition

Second gift rateLife time

value


PERSONAL

Impact •Recognise their previous gifts•What has been achieved

Need •Why you need much more money•What you are trying to achieve



Connect with the donor

Have pet name v

No pet name


For impact, not for fun

Knowing Bilbo increases upgrade

rates by 43%!


IT’S ALL ABOUT STORIES


Supporter Relationship Management


What do youthink about

these packs?


Irrelevantwithout data!

Challenge tradition

Apply the Pareto Principle

Look long term



Frank Samways:

A story from The

Lost Dogs’ Home

Frank was always very interested and supportive of the wonderful work Graeme has done at the Home.

These were common themes in his notes sent with his donations.

He thought Graeme did a wonderful job and the success of the Home was due to his hard work and passion for abandoned animals.

We then added him to our mailing list.

Frank started as a cash donor around 1990 after purchasing some merchandise.

Each time Frank donated or wrote a note he received a handwritten note from Graeme.

He responded to every appeal (five a year) we sent. Initially giving $60 but then consistently sending $250 after each mailing.

Around 2003, we tried a new ask strategy and Frank regularly started donating $5,000 to our Winter and Christmas appeals.

He also became a Friend of PAWs donor (regular giving program) donating $250 per month.

In 2004, after hearing a news item in which Graeme and the Home had featured, Frank sent a donation of $10,000.

When we became tax deductable in 2006,

Frank was very pleased as he was then able to give even larger donations.

$30,000

$50,000

We were pleased too!

Then, in 2007, we invited Frank in to talk about some of the capital projects we had planned at the Home.


Because Frank always refused to come inside the shelter – he found it ‘too upsetting’ - we took him over to the old house across the road to share our vision for one of our capital projects - a Training and Education centre.


After discussing various projects, including the new Veterinary Clinic, Frank sat back and asked…


“I suppose you want to know how much I am worth?”


Graeme was very surprised – he had no

idea, and didn’t expect this at all!


He went on to let us know that he planned on leaving half of his estate to the Home.

Helping Graeme relax, he told us that his estate was worth four million dollars.


After recovering from the shock, Graeme remembered why he was there … and asked Frank for the gift he was going to

ask for all along.


Frank wrote a cheque for $50,000 to go toward our capital campaign

Just before he died, he gave another $50,000 towards the Sick and Injured Facility.


Tragedy struck in 2007. Frank was found outside his front door, just out of sight after falling and fracturing his hip.

Unable to move, he later died from the cold.

Franks estate is worth $9 million (250

million Baht).


So far we have received $3.5 million

We will receive almost 50%.

Frank Samways was perhaps The Lost Dogs’ Home’s number one supporter and certainly our most generous.


He made a significant impact on our ability to care for thousands of dogs and cats throughout his life time with his generous donations.

“Frank was a man who had charisma. He was able to make everyone he feel very special. It was the common theme that was communicated at his funeral.”

Dr. Graeme Smith

Thank you

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