the necessity to recruit new donors in times of economic recession - fundraising day belgium 2013
Post on 19-Oct-2014
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The economic recession has resulted in donors that quit donating, or donate less. You could desinvest, or invest to create new donors. Find out how Direct Mail can helpTRANSCRIPT
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