succellerator fundraising time normalized analysis of face to face fundraising performance
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Succellerator FundraisingTIME NORMALIZED FUNDRAISING DATA ANALYSIS
Context & Background
SOS Children’s Villages is a Vienna, Austria-based federation of fundraising offices that support orphans in hundreds of programs facilities around the world
The US Affiliate labored under poor brand recognition
The Norwegian Affiliate granted the US Affiliate money to invest in expanding fundraising programs The US Affiliate identified so-called “Face-to-Face” fundraising
The earnest young people in malls and pedestrian-traffic-heavy streets asking you for a moment of your time to support the cause
Context & Background Cont’d
Logistics Face-to-Face Vendor: Direct Dialogue, Inc.
Pilot in MetroDC at 3 major malls Lake Forest
Arundel Mills
Marley
Context Norway & Maryland are roughly comparable populations
Hence the demographic data to help the Europeans understand the scale of the US
SOS Symposium on Direct Dialogue
September 20‐21, 2007
Published by Succellerator Enterprises, LLC January 2013
SOS-USA SWOT Analysis for Direct Dialogue
Strengths• Established mission/brand worldwide•Child/Village product•Online program can support this younger market for recruitment and communication
Weaknesses• Low brand recognition• New program (in-house learning curve)
Opportunities• Expand to a younger market• Create new source for monthly giving• Increase brand recognition • Drive internet traffic, gifts
Threats•High attrition•Misrepresentation by reps•No independent research on market•Proprietary restrictions on sharing data with other NGOs
Published by Succellerator Enterprises, LLC January 2013
III. MarketMall Demographics
• All three have 60% female, 40% male patrons• Age breakdowns are detailed below
• Household income:
Published by Succellerator Enterprises, LLC January 2013
Area population is significant
Source: US Census Bureau
Published by Succellerator Enterprises, LLC January 2013
IV. ObjectivesOur plan for direct dialogue was to:
• Recruit 500 sponsors in Q4 2006 (Pilot)• Roll-out full scale program in 2007 to recruit 2,000 donors• 2007 Budget: $386,000• 2007 Expected Income: $237,600
Published by Succellerator Enterprises, LLC January 2013
V. Results Nov 2006 - July 2007
Donor Recruitment:• Donors recruited = 1,698• Active = 1,167 (69%)• Cost: • Income: $147,500
(60% of goal)
Additional Benefits:• Spike in Web donations• 150 free qualified leads• SOS village alumni discovered
MonthDonors Signed
GenderCountOfDonor
Nov '06 132 Female 853
Dec '06 90 Male 842
Jan '07 252 Unknown 3
Feb '07 227 1,698
Mar '07 304
Apr '07 251
May '07 293
June '07 93
July '07 56
1,698
Published by Succellerator Enterprises, LLC January 2013
Published by Succellerator Enterprises, LLC January 2013
Published by Succellerator Enterprises, LLC January 2013
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Direct Dialogue Donor Age Histogram
Published by Succellerator Enterprises, LLC January 2013
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20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60 62 64 66 68 70 72 74 76 78 80 82 84 86 88
# of
don
ors
of th
at a
ge
Age Cohort
Non-Direct Dialogue SOS USA Donor Age Histogram
Published by Succellerator Enterprises, LLC January 2013
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18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60 62 64 66 68 70 72 74 76 78 80 82 84 86 88
Comparison of DD Donors to Non-DD Donors
Published by Succellerator Enterprises, LLC January 2013
Published by Succellerator Enterprises, LLC January 2013
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