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Fundraising Fundraising StrategyStrategy

Water GroupWater Group

Henk, Kirsten, Jan, Henk, Kirsten, Jan, Elize, Rob, GuillermoElize, Rob, Guillermo

Insights from data IInsights from data I

Reliance on single giftsReliance on single gifts Frequency of four times a yearFrequency of four times a year Direct Mail (main fundraising Direct Mail (main fundraising

method)method) Sporadic events and tributesSporadic events and tributes

Insights from data IIInsights from data II

Second gift quicker since 1999Second gift quicker since 1999 Regular givers are set up by themselvesRegular givers are set up by themselves Lack of actions with lapsed donorsLack of actions with lapsed donors Stop mailing past donors quicklyStop mailing past donors quickly 15,000 “lapsed” / 7,000 active donors15,000 “lapsed” / 7,000 active donors Active donors = once-off giversActive donors = once-off givers Lack of fundraising strategyLack of fundraising strategy

Insights from data IIIInsights from data III

Vast majority of second gifts received in the Vast majority of second gifts received in the first 8 monthsfirst 8 months

Progressive decline of new recruits from cold Progressive decline of new recruits from cold DM, appeals, over the last 7 yearsDM, appeals, over the last 7 years

20% of the donors brings 80% of the income20% of the donors brings 80% of the income Increased tendency to give once Increased tendency to give once Equivalent of one full-time person dedicated Equivalent of one full-time person dedicated

to eventsto events Equivalent of one part-time person dedicated Equivalent of one part-time person dedicated

to corporateto corporate

Recommendations Recommendations

Stop dependency on direct mail single giftStop dependency on direct mail single gift Develop regular giving programme Develop regular giving programme Develop formal relationship building systemDevelop formal relationship building system Stop DM appeals to cold listsStop DM appeals to cold lists Focus on door-to-door acquisition methodFocus on door-to-door acquisition method Change fundraising jobs responsibilities: no Change fundraising jobs responsibilities: no

need of a specialized person for events and need of a specialized person for events and corporate fundraisingcorporate fundraising

Main objectiveMain objective

GROWTHGROWTH

Increase the number of donors toIncrease the number of donors to

50,000 or more50,000 or more

StrategyStrategy

To maximize income from To maximize income from current donor to fund high-current donor to fund high-

volume recruitment methodsvolume recruitment methods

Tactics PlanTactics Plan

1. Re-activation 1. Re-activation 1.1. Special appeals: once-off1.1. Special appeals: once-off 1.2. Increase the frequency appeals from 4 to 61.2. Increase the frequency appeals from 4 to 6 2. Upgrading / Conversion2. Upgrading / Conversion 2.1. TLMK (regular giving)2.1. TLMK (regular giving) 2.2. DM 2.2. DM 3. Recruitment3. Recruitment 3. 1. Consumers Survey / Telemarketing & Direct Mail 3. 1. Consumers Survey / Telemarketing & Direct Mail 3.2. Door to Door (instead of face-2-face)3.2. Door to Door (instead of face-2-face) 3.3. Direct Mail3.3. Direct Mail 3.4. DRTV & Telemarketing3.4. DRTV & Telemarketing

1. Reactivation of lapsed 1. Reactivation of lapsed donorsdonors

TLMKTLMK 2,600 regular monthly donors2,600 regular monthly donors Development of monthly giving productsDevelopment of monthly giving products From second year profitableFrom second year profitable The extra income has been invested into The extra income has been invested into

acquisition programmesacquisition programmes $350,000 (income)$350,000 (income)

2. Upgrade and maximize 2. Upgrade and maximize income from existing donorsincome from existing donors

Upgrading to monthly givingUpgrading to monthly givingTLMKTLMK 1,400 donors after first year1,400 donors after first year Converted into regular donorsConverted into regular donors From second year profitableFrom second year profitable The extra income has been invested into acquisition programmesThe extra income has been invested into acquisition programmes $100,000 (income)$100,000 (income) Year 1: Investment = Profit Year 2-5= Profit Year 1: Investment = Profit Year 2-5= Profit

Maximizing incomeMaximizing incomeDMDM 5,600 donors after first year 5,600 donors after first year 50% growth due to better mail packages50% growth due to better mail packages Frequency: 6 mailingsFrequency: 6 mailings $300,000 (income)$300,000 (income) Year 1: Investment = Profit Year 2-5= ProfitYear 1: Investment = Profit Year 2-5= Profit

3. Acquisition I3. Acquisition I

Door-to-Door to target appropriate ageDoor-to-Door to target appropriate age

groupgroup

$180 average cost$180 average cost

$240 average gift$240 average gift

Year 2: investment: $750,000Year 2: investment: $750,000

Year 2: 30,000 donors = $540,000Year 2: 30,000 donors = $540,000

3. Acquisition II3. Acquisition II

Cold telemarketing to qualified Cold telemarketing to qualified prospectsprospects

from consumer surveys from consumer surveys

Investment: $200,000Investment: $200,000

Year 2Year 2 Test DRTV/Telethon Test DRTV/Telethon

Year 3 onwardsYear 3 onwards

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