the necessity to recruit new donors in times of economic recession - fundraising day belgium 2013

Rudy Van HalleFundraising day

14/05/2013

Recruitment of new donors

in times of economic recession

2

3Source : Gap 2012 - UK

4

And this can continue for a while

5

You may grow a tree…

…or find new donors

Back to early 2012

6

56%

18%

3%

18% of

FIRST donations

are triggered by

Direct Mail contacts

bpost – Omnibus March 2012 - Profacts

13

8

2

37

40

11

10

3

25

50

14

9

3

15

59

15

9

5

6

65

Other

I don't know

Message via internet (email,

banner etc.)

Message on paper (folder, letter, etc.)

Encounter with a volunteer

(on the street, …

People >50respond significantly higher to DMthan other ages

bpost – Omnibus March 2012 - Profacts

8

60+ (N=187) 50-59 (N=223) 40-49 (N=234) <30 (N=218) 30-39 (N=240)

“Your (first) donation was triggered by?”

12

12

1

9

65

Base: only people who have already donated to an NGO

significant difference vs. total

bpost – Omnibus March 2012 - Profacts 9

50+The generous

Donation habits

• committed to the cause•>1/3% donate regularly•>40% donate > € 40

Sensibilisation

• 37% TV• 31% personal letter

First donations via Direct Mail generate higher gifts

indication

Message via paper Message online Face to face I don't know Other.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

< €40 %

40 EUR %

>€40 %

No donations in 2011 %

DNK %

11

To find new donors via Direct Mail…

you need data

13

14

bpost – Omnibus March 2012 - Profacts 15

Do not only ask for the email

address

16

17

Create multichannel campaigns

19

20

No more one fits all

22

23

The bubble in the envelope

Source : DSC 2011 24

The power of stamps and hand written caracters

The proof of the pudding is in the eating

Source : Hans Reichard 25

Media & communities

dedicated to help

NGO’sin developing

their goodcauses