ECNC 2012 - Presentation
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Transcript of ECNC 2012 - Presentation
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optionaler Text
Martin Kuenzi, Head of Marketing
The desperate battle for young and lasting donors
ECNC 2012 - Madrid
The Salvation Army must be a life style!
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Soup, soap, salvation - today!
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Some Stats(only partially translated)
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Donor profile in general
Total donors
Women
Men
%
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Donations according to age in %
Age
above 64
51 - 64
35 - 50
less than 34
%
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Average donation amount according to age and education
Angabe in CHF pro Haushalt; nur Spendende; n = 1105
Frage F9
< 34 35-50 51-64 65 > tief mittel hoch
918
572586
1015
772
521
269
low middle high
in CHFin CHF
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Ideal donor profile
n = 1530
Frage F6a
- Women
- above 34 years of age
- middle to higher education
- monthly Salary above CHF 4’000.- (€
3’300.-)
Nein28%
Ja72%donate
don’t donate
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Reasons for not donating to a charity
Angabe in Prozent; Personen, die im vergangenen Jahr nicht gespendet haben; n 2011 = 426
Frage F6b
My own financial situation
Missing trust in organisations
Do not get financial support myself
I am in education
Donate directly to my own relatives
No interest
No proper allocation of donations3
3
4
7
9
25
42
3
5
3
12
3
17
46
%
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Could you imagine to support a charityin your testament?
Total donors
Women
Men
< 34
35 - 50
51 - 64
> 64
%
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Structure of Inhouse-Donors at Swiss Salvation Army
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Structure of Cold-Mailing at Swiss Salvation Army
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What we do.
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Marketing ConceptRelationships
- Do not think of your peers as your donors, but as people in need of anything the Salvation Army has to
offer.
- Accompany young people throughout their everyday life and let them always have a positive experience in
contact with the Salvation Army
- Look out for ambassadors of any age that influence your target group.
Measures (put in place by the Swiss Salvation Army)
- Create your Salvation Army style
- Keep pioneering and challenge young people
- Emphasize on volunteering work
- Take an active and visible role in society.
- Pray
Offer
- The Salvation Army is a life style.
- Based on Christianity and the pioneering spirit of
the Salvation Army of its early days we want to
change the world locally - and we need your help.
Measurement
- Comprehensive monitoring of fundraising
- Effectiveness in marketing
Stories
- Let people play a role in your story.
- Let them share their story.
- Let people feel real need / emotional aspects
- Make sure that the Salvation Army is perceived as
an enabler.
Marketing goals:
1. Strive for younger generation
donors
2. Understand the fundraising
market and focus on effective
measures
3. Create a long term strategy in
fundraising
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Play an active and visible role!
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Make them part of your story
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Let people feel the need.
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Is it all about FB, Twitter and mobile?
!Source: Charron, C. et al., 2006. Social computing.
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Let them share their story
Feel great! App
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End of start.
Head of Marketing
Martin Kuenzi
Thanks.