The necessity to recruit new donors in times of economic recession - Fundraising Day Belgium 2013
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Transcript of 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
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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
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14
bpost – Omnibus March 2012 - Profacts 15
Do not only ask for the email
address
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Create multichannel campaigns
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No more one fits all
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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