Today's Ideas for Tomorrow's Voluntary Organisations

WELCOME to Messrs G Owen & Co

Enabling your Fundraising Strategy

TRAINER:

Gordon Owen

VOLUNTARY SECTOR & FUNDRAISING CONSULTANT

Agenda 1

Relationship Fundraising

The need for one to one communications

Please turn off or put on silent/vibration all mobiles.

Agenda 2

Introductions and Opening Plenary.
Safety Information
Fire alarms and exits
Relationship Fundraising
The need for one to one communications
Making the Transition
Insight into the strategic decisions involved in making such a transition
Coffee & Networking Break
Combining your fundraising strategy with your IT strategy
Process driven examples of personalised multi-channel communications
Seminar close
Lunch & Networking

EMERGENCY EVACUATION INFORMATION

Please familiarise yourself with the Fire Notices, (which includes external location(s) to vacate to), in the case of an emergency + fire hydrant signs so as to be aware of which extinguishers exists, e.g. Red = Flammable Liquids – Green = Ordinary Combustibles – Black = Electrical – Blue = Electrical/Chemical.

In the event of an emergency evacuation: If the fire alarm is a continuous ringing bell or siren please leave the building in a calm orderly fashion.

We all will direct go to the nearest exit and outside of the building and locate ourselves well clear of the building to a point of safety and not in the road.

Whether a real emergency, or a false alarm please do not decide to simply leave and go back to work or home. Please remain at this location until otherwise advised. The reason for this is simply so that a body count can be made to ensure that everyone has left the building, otherwise uncertainly will likely need for the emergency services to have to assume that someone might still be in the building, deploying and risks personnel searching for people who have since left. Under no circumstances should anyone re-enter buildings until the all-clear has been given by authorised personnel or a Senior Fire Brigade Officer.

Please note and observe that there is a No Smoking policy in most buildings.

Amenities Refreshments

Amenities > WC locations >

Refreshments

Tea, Coffee, Biscuits, Mineral Water, and Fruit Juices will be available during break periods.

Where a full-day Presentation Training Workshop is held, lunch will also be included and provided. Special Diet, Vegetarian, or Vegan requirements may be provided subject to advance notification with details.

The need for 1 to 1 communications

Agenda

Challenges for fundraising professionals

Donor Market Issues

Multi-channel marketing and the rise of personalisation

Relationship Marketing

Challenges to Fundraising

Statistical Facts

25% decrease in giving over the last 10 years as a proportion of GDP

The number of people giving to charity has remained static at ~67%

Less than 3% actually give more than £600.00 a year.

Poorest 10% of the population give 3% of their household expenditure, but the richest 20% give just 0.7%

The Charities Bill & Self-regulation

Changing the way you conduct and report on Fundraising [SIR Standard Information Report]

What the Papers Say!

Media Clippings on the issues for the Voluntary Sector at this time.

Challenges : Donor Attrition

Donor Attrition over time (Graph)

Pressures : Resource Constraints

Your interaction effort
^
Donor pyramid

Problem : Acknowledgements 1

Supporter survey of gift acknowledgement



Major Donors < > Corporate Donors

Always Usually Sometimes Seldom/Never

Problem : Acknowledgements 2

Supporter survey of length of time to receive acknowledgement



Within 2 Weeks With a Month Within 2 Months Longer than 2 Months
Major Donors < > Corporate Donors

Research:

What Supporters Want

Whilst supporters appreciate the acknowledgement and recognition they really wanted something else. They wanted information; the more information they received the more they would give, and the more loyal they became.

What they want is:

Prompt acknowledgement of their gift

Reassurance that their gift was being used as intended

To know that the program where the gift had been directed was having an effect.

Problems:

Resource Constraints 1



Area of untapped potential : Where do all your legacies come from?

The mass-affluent are not responding

The difficult to reach mid-band

If we could deliver personalisation to all supporters we would be able to realise far more potential.

Your interaction effort < > Donor pyramid

Problems : Competition

Hierarchy of Needs

Discretionary
Going Out
Treats
“Rewards” > Pot 3 > Discretionary > (Self actualisation)
^
Variable - Social
Holidays
Birthdays/Xmas
House Repair > Pot 2 > Social value
^
Essential
Mortgage/Rent
Utility Bills
Travel > Pot 1 Safety

Most people prioritise their finance in this way with charitable giving most likely to come from pot 3.

Most competition for discretionary spend comes from commercial companies who use segmentation and personalisation to develop affinity and brand loyalty.

Problems : Reaching the Audience

Mail Preference Service

Telephone/ Mobile/ e-Mail Preference Services

Directive on privacy & electronic communications

Negative media, self-regulation, Central & Local Government

Commercial Market Issues

The Same Issues Face Commercial & Voluntary / Not-for-Profit Sector Organisations

Problems : Donor Loyalty

Changes in society have had an impact upon donor loyalty

In 1985 the average consumers was exposed to 650 commercial marketing messages a day, it is now estimated at 3,000, let alone appeals.

In 1980 there were 35 million direct mailings, by 1999 this had reached 86 million

Potential donors are increasingly sophisticated about what, where and how they spend their money.

Problems : Campaign Delays

Changes in Donor Loyalty

On average it takes an organisations 2.5 months to develop and execute a campaign

Over 50% of organisations take more than 2 months to create, plan and execute a campaign

Nearly 20% of organisations take more than 4 months.

In a world used to Internet Time, taking more than a few weeks means the message is no longer as relevant

Information erodes over time

Time to Create and Execute a Campaign

1 Month < > 1 to 2 Months < > 2 to 4 Months < > 4 Months+

Commercial Market Issues

Commercial companies face the same problems

Credit card companies report a fall in response rates from 2.8% in 1992 to 0.6% in 2000

Customer attrition on average across industry runs at 15-20% per year, in certain sectors it can run as high as 50%

What to do?

Multi-channel marketing and the rise of personalisation

Multi-channel Marketing 1

Not a new concept, origins in the media mix idea

Important developments have taken place to evolve media-mix into multi-channel marketing:

1. A transition by marketing professional in the at 1990s towards integrated communications. Marking the shift away from transactions to customer relationships.

2. Power shifted to the consumer

3. Competition increased, whilst the cost of new customer acquisition soared

4. Customer retention based on quality of relationship became the driving factor

5. Privacy concerns and governmental actions placed greater focus on establishing true relationships rather than “hit or miss” tactics

The results of a well executed personalised communication are impressive an increase of 5 to 10 fold in response and conversion rates. When print, e-Mail, web and telemarketing are combined the results are even greater.

Multi-channel Marketing 2

e-Mail is not a replacement for direct mail and e-Mail without personalisation is an irritant

Well executed permission based e-Mail positively affects brand attitudes, Queris survey of 2002 found that 67% of respondents liked the organisations they received mail from; 58% regularly opened messages and 54% expressed a preference for those organisations

The quality of e-Mail affects brand perceptions; 56% believe the quality of the e-mail influences their opinions about the organisations that sent the e-Mail

Multi-channel Marketing 3

Two critical components to effective multi-channel marketing:

Creating relevant offers via personalisation

Co-ordination and management of multiple techniques

Personalisation means using profiles to segment, create, customise and deliver a message in the right format in the right time.

The number of personalisation elements has a direct impact upon the response rate

Following up e-Mail with direct communication increases response rates 5-10%: the “multiplier effect” of multi-channel marketing

Response Rate

No Elements < > 1 to 2 Elements < > 3 to 4 Elements < > 5 to 6 Elements < > 7 or More

The Process

Includes & Excludes

Campaign > Audience
^ ^
Tactic > Contacts > Execution > Package > Templates > e-Mails > Web > End Point
^
Event > ^

Intelligent & Automatic Profiling

Campaign Package > Using a Database to input and process requirements to Donors
^
Relationship Database



Supporters get a personalised message delivered in their preferred media with the right connection between profile, preference and approach.

Questions & Answers

Thank you for attending

Feedback Forms & Lunch

About 'Sandwiches': John Montagu (1718 : 1792), The Fourth Earl of Sandwich, was First Lord of the Admiralty under both Henry Pelham and Lord North (1748 : 51, 1771 : 82). He was also known as Jemmy Twitcher, a nickname given by alleged association with pirates. He was a notorious gambling man who would often go from pub to pub in London on gambling marathons. To satisfy his hunger, while continuing to gamble, he would order slices of meat between two pieces of bread. In 1762, this combination became known as the sandwich.In 1827, the sandwich was introduced to America in a cookbook by Elizabeth Leslie. A recipe for ham sandwiches was suggested as a main dish. The sandwich became very popular in the American diet when soft white bread was introduced in the early 1900's. The sandwich of today provides us with a simplistic, filling meal.

Where to Get More Information Help Support

Gordon Owen @ Messrs G Owen & Co



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[Striving to Create Provisions for Tomorrow's Organisations]

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We need your help to keep the web site(s) @ Messrs G Owen & Co moving forward! It takes a lot of time, commitment and money to continue to update this site alone with over 191+ web pages needed material FREE for the asking! This excludes the work of material to download. You can help in three simple and easy ways. Firstly, become an annual sponsor of this site with a contribution of only £25.00 please pay this before downloading ANY material. To fail to make payment deprives future development for Voluntary Groups and penalises small organisations/groups please us to help you! Secondly, in addition, or alternative, you can sponsor a web page, (dedicated to your concern, with your logo depicted at the top left hand box, promoting your services or products linked to a host of search engines and therefore locatable not just by people who specifically visit this site, but by users of the Internet as a whole. Thirdly, please spread the word about this (and our other web sites), to every Organisation/Group staff person you have ever talked to as well as to other Voluntary Sector/non-for-profit bodies that need help! In recognition of your direct kind support and to reciprocate the same, acknowledgement of this will be accorded in our extensive publicity material and in Press Releases, plus Web site(s), (of which we have no less than eight), and web pages, (of which there are over 191+ on this site alone), which would provide a excellent high profile and good customer relations for yourselves alone. Added to this will undoubtedly be the excellent publicity/public relations this would create for your body, coupled with the interest it would continue to create on the part of other sources/companies involved, which, in the past has precipitated business for companies who have supported us and would potentially continue to be of value in terms of future business. It cannot be stressed enough that your kind contribution would not only be deeply appreciated but will go towards a very good and worthwhile cause once again, PLEASE...PLEASE SUPPORT!! Just the help with the provision of the some or all of the sponsorship would make a significant difference and valued contribution long remembered making this small contribution a longer term investment rather than an expense. We can but once more only hope that you will feel able to help in some way in relation to the above in support of this invaluable work, (targeted at new, small, and emerging voluntary/charitable organisations/groups), if only as a goodwill/customer relations exercise. The added benefit to yourselves of this proposed work with the aid of the resources sought would provide advertising for yourselves as well, which would positively promote your business.

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© Mr Gordon P Owen Messrs G Owen & Co : 2004.



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