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Presentation Water Group (14 10 2008)
The document outlines recommendations for improving the Lost Dogs Home fundraising strategy. It recommends developing a regular giving program to reduce reliance on single donations. It also recommends stopping direct mail appeals to cold lists, focusing on relationship building, and using door-to-door acquisition instead of face-to-face to recruit more donors and increase donations. The main objective is to grow the number of donors to over 50,000 by maximizing income from current donors to fund high-volume recruitment methods like door-to-door campaigns.
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Presentation Water Group (14 10 2008)
- 1. The Lost DogsHome Fundraising Strategy Water Group Henk, Kirsten, Jan, Elize, Rob, Guillermo
- 2. Insights from dataI Reliance on single gifts Frequency of four times a year Direct Mail (main fundraising method) Sporadic events and tributes
- 3. Insights from dataII Second gift quicker since 1999 Regular givers are set up by themselves Lack of actions with lapsed donors Stop mailing past donors quickly 15,000 “lapsed” / 7,000 active donors Active donors = once-off givers Lack of fundraising strategy
- 4. Insights from dataIII Vast majority of second gifts received in the first 8 months Progressive decline of new recruits from cold DM, appeals, over the last 7 years 20% of the donors brings 80% of the income Increased tendency to give once Equivalent of one full-time person dedicated to events Equivalent of one part-time person dedicated to corporate
- 5. Recommendations Stopdependency on direct mail single gift Develop regular giving programme Develop formal relationship building system Stop DM appeals to cold lists Focus on door-to-door acquisition method Change fundraising jobs responsibilities: no need of a specialized person for events and corporate fundraising
- 6. Main objective GROWTHIncrease the number of donors to 50,000 or more
- 7. Strategy To maximizeincome from current donor to fund high-volume recruitment methods
- 8. Tactics Plan 1.Re-activation 1.1. Special appeals: once-off 1.2. Increase the frequency appeals from 4 to 6 2. Upgrading / Conversion 2.1. TLMK (regular giving) 2.2. DM 3. Recruitment 3. 1. Consumers Survey / Telemarketing & Direct Mail 3.2. Door to Door (instead of face-2-face) 3.3. Direct Mail 3.4. DRTV & Telemarketing
- 9. 1. Reactivation oflapsed donors TLMK 2,600 regular monthly donors Development of monthly giving products From second year profitable The extra income has been invested into acquisition programmes $350,000 (income)
- 10. 2. Upgrade andmaximize income from existing donors Upgrading to monthly giving TLMK 1,400 donors after first year Converted into regular donors From second year profitable The extra income has been invested into acquisition programmes $100,000 (income) Year 1: Investment = Profit Year 2-5= Profit Maximizing income DM 5,600 donors after first year 50% growth due to better mail packages Frequency: 6 mailings $300,000 (income) Year 1: Investment = Profit Year 2-5= Profit
- 11. 3. Acquisition IDoor-to-Door to target appropriate age group $180 average cost $240 average gift Year 2: investment: $750,000 Year 2: 30,000 donors = $540,000
- 12. 3. Acquisition IICold telemarketing to qualified prospects from consumer surveys Investment: $200,000 Year 2 Test DRTV/Telethon Year 3 onwards
- 13.