An Holistic Approach
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21-Oct-2014 -
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Transcript of An Holistic Approach
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An holistic approach
Putting the customer/visitor/audience at the centre
Sarah Gee
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Have you met Ms Jones?
Ms Jones
Society member
Patron
Donor
Sponsor
Legator
Subscriber
Mailing list member
Development Council member
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Money for Good UK• New Philanthropy Capital
• www.thinkNPC.org
• Understanding donor motivation and behaviour
• Segmentation study
• Loyal Supporter: “I gave because I care about the cause”
• Engaged Champion: “I give time and get my friends involved”
• Thoughtful Philanthropists: “I give to make an impact”
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Average Donation Amount• Mainstream donors (household income up to
£150k)
• National average = £228• Midlands average = £375
• High-income donors (household income over £150k)
• National average = £1,281• Midlands average = £ 904
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Other thoughts• Volunteers are worth more• Philanthropy – help or hindrance?• Ways to give are not a barrier• Need for discussion on benefits-led vs
philanthropically-led donations• Legacy Giving• How do we create a giving culture?• Need for basic comms: what, why, where, when,
who?• Challenge or match funding• More transparent ways to give and get funds
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Ingredients for fundraising
• Cause
• Money
• Trust
• Knowledge
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A joined up approach
Frequent attender
Free Mailing List
Priority Mail List(£5 per year)
Friend (£40 per year)
Regular attender
Irregular attender
New attender
Non attender
Regular donation
Single donation
Frequency Membership Giving
Major donors
Legacies
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Crowdfunding
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Symmetric Equality
If a = b, b = a
so if
Audiences = Potential Donors
could
Donors = Potential Audiences ?
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Does it work?Kickstarter in 2012: $319,786,629 pledged worldwide
18,109 projects
86,000,000 visitors
224,475 project backers / c15% repeat donors
0-17 years 1% of donations
18-24 8%
25-34 27%
35-44 35%
45-54 16%
55-64 10%
65+ 2%
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Benefits• Different types of donors• Younger donors• Ability to grow people into audience members• Cost effective
BUT….
• Anti-silo working• Takes time
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Examples• Britten Sinfonia
• Motionhouse
• London Sinfonietta
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One relationship