ecnc 2012 marketing_fundraising.key

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Martin Kuenzi, Head of Marketing

Conceptual approach in Marketing and Fundraising

ECNC 2012 - Madrid

It’s not easy!

Présentation démo

A framework instead of a concept

2

Give them a tool!I gave them a toolbox.

Fundraisingmore aggressive in terms of message, frequency and variety

TOTAL RESPONSE RATE

0.0%!2.0%!4.0%!6.0%!8.0%!

10.0%!12.0%!14.0%!

2004! 2005! 2006! 2007! 2008! 2009! 2010! 2011!

Total Response-Quote!

Acquisition Response Rate

1.5%!

2.0%!

2.5%!

3.0%!

3.5%!

4.0%!

2004! 2005! 2006! 2007! 2008! 2009! 2010! 2011!

Akquisition Response-Quote!

2011: Response nicht abschliessend erfasst.!

Quelle: FR-Statistik „60 Tage“!

Average amount of donation in CHF

40.00!42.00!44.00!46.00!48.00!50.00!52.00!54.00!56.00!

2004! 2005! 2006! 2007! 2008! 2009! 2010! 2011!

Total Ø Spendenbetrag!

9

BILLBOARDSWe booked 490 billboards

in commuter areas.

We got609 billboards

adding a value of€ 290’000.-

for free

GET IT FOR FREE Reach2.5 Mio. contacts

Value€ 150’000.-

DONOR-SERVICEMore than 2‘000 phone

calls, e-mails, letters

Answered withn 48h

it created more than 10‘000 new donors

UNADDRESSED MAILINGS100‘000 households

response 1.1%CHF 75‘000.-

DIVERSITY IN PRODUCTS

13

Grow

th

Marketshare

0

?Stars

BCG Matrix (Boston Consulting Group) oder Boston Portfolio

$

Questionmarks

Cash CowsDogs

Inhouse mailings

Outhouse mailings

Unadressed mailings

Online

Foundations

SMS

Online kettle

Donor magazine

Telephone

High donor FR

Mission & Development

plan, do, check, act

but do something!

Fundraising message

open ears free beds laidtables

words of comfort

Embrace opportunities!Please, no false modesty.

In honor to William Booth

Salvation and alcohols

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Martin Kuenzi, Head of Marketing

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