ecnc 2012 marketing_fundraising.key
DESCRIPTION
Marketing framework and FundraisingTRANSCRIPT
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Martin Kuenzi, Head of Marketing
Conceptual approach in Marketing and Fundraising
ECNC 2012 - Madrid
It’s not easy!
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Présentation démo
A framework instead of a concept
2
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Give them a tool!I gave them a toolbox.
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Fundraisingmore aggressive in terms of message, frequency and variety
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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!
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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“!
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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!
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9
BILLBOARDSWe booked 490 billboards
in commuter areas.
We got609 billboards
adding a value of€ 290’000.-
for free
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GET IT FOR FREE Reach2.5 Mio. contacts
Value€ 150’000.-
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DONOR-SERVICEMore than 2‘000 phone
calls, e-mails, letters
Answered withn 48h
it created more than 10‘000 new donors
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UNADDRESSED MAILINGS100‘000 households
response 1.1%CHF 75‘000.-
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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!
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Fundraising message
open ears free beds laidtables
words of comfort
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Embrace opportunities!Please, no false modesty.
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In honor to William Booth
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Salvation and alcohols
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Martin Kuenzi, Head of Marketing
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