Believe in Zero

Transcription

1 Believe in Zero

2 Agenda UNICEF at a glance The challenge Campaign overview Successes and lessons Lisa-Nicole Dunne Public Fundraising Director UNICEF Ireland Going forward 2

3 UNICEF at a glance World War 2 Over 150 countries 37 National Committee Offices Committed to finding the best and most cost-effective ways to save children s lives Help children reach their full potential 3

4 UNICEF programmes Education HIV / AIDS 4 Healthcare Child Protection Policy / Advocacy

5 Some Major Achievements Tens of millions of children have survived and lead healthier happier lives because of UNICEF and partner programmes. Immunisation levels for children are about 75%, up from 20% in 1980, saving 2.5 million children per year In the past decade 900 million additional people obtained access to improved water supplies 5

6 UNICEF Ireland Established 1962 Predominantly fundraising Approx annual income of 4.5 million from voluntary contributions, from company and private individuals 30% through corporate partners 25% pledge / regular donors 25% cash donors 20% community and other Team of 14 An overview 6

7 2009 Challenge Lack of clarity on what we do Considered to be funded by UN Intense competition for funds in Irish marketplace Overused prospective data Operation Shoestring! 7

8 Campaign Challenge Establish awareness and re ignite reason to support UNICEF Coordinate multi-faceted, multichannel campaign & bring all together Timing give enough reason to support strongly for Christmas 8

9 Objectives 1. Communicate with existing donors and appeal 2. Reengage with volunteers and community 3. Sell our Christmas cards & inspired gifts 4. Bring in new supporters to cultivate Positioning Buyers Donors Community supporters 9

10 Supporters Pyramid Legacy Regular big gifts One off big gift Committed Giving Attract Enhance Retain Second donation One off donation Volunteers Board Friends Donors Magazine Press Corporate Clients/ suppliers

11 Core issue Almost 9 million children each year die before reaching their fifth birthday, mostly from preventable or treatable causes.. That s 24,000 children that die every day from preventable causes. We believe that number should be zero. 11

12 How? 12

13 Channel Direct Mail still major means of fundraising 30% supporters have addresses Online donations growing especially in emergency (Haiti 70%) Direct Mail still vital solicitation 13

14 ATL 2 weeks TV and Radio to build awareness Editorial partnership with magazines 14

15 Banner signature Online 15

16 How to bring this to donors and still deliver on year end objectives Existing donors Existing buyers DM message Christmas Card Spread word DM letter Catalogue Prospective buyers Catalogue only Publicity post Reach 125,000 Prospective community supporters Telemarketing DM letter, supporter pack 16

17 Targeting decisions TV, Radio: Awareness/ Build Donors: Profile previous buyers Profile core donors gifting Focused on recency, frequency and value in that order Reduced universe Profile and cost related Prospects: Geographic broadly based on existing community and donor support but some testing here too 17

18 DM existing Goals: Renew support (buy in to idea) Cultivate LTV High response High average gift High conversion to committed giving 18

19 Publicity Post campaign Goals: Attract new buyers (cards, inspired gifts, toys) Bring in new supporters to chain to be cultivated Cost-effective way

20 Prospect TM/DM Goals: Database growth Attract new supporters in community Bring in new to cultivate support over time

21 Volunteers on street Goals: Involve volunteers, supporters, and students in nationwide flag day

22 E-update Goals: Integrate across all communications Remind 22

23 Results... What worked? Lessons learned... 23

24 Results to date DM to existing donors Response rates had been struggling in % response rate Reduced average gifts Average gift 117 ROI 7:1 24

25 Results to date DM to existing buyers Sales impacted by economy 8% response rate Average purchase 60 ROI 4.5:1 25

26 Results to date Publicity post Specifically sales related - impacted Nothing to compare against 0.9% response rate ROI 2.5:1 26

27 Results to date DM with TM to prospects First time 32% response rate 4800 new prospects 1300 new addresses ROI 0.7:1 27

28 Key successes and lessons What worked? Simplicity, Tangibility & Integration One core message defining a reason to give Tie in everything we do to make it clear to donors 28

29 Key successes and lessons What worked? Engaging Inclusive Publications Suppliers Partners Donors Volunteers 29

30 Key successes and lessons What worked? Customer Relationship Management Analysis (seasonality, integrated theme) Targeting (reduced universe) Profiling (basic scoring) Database segmentation (low, medium, high) Tailored ask This led to increase in average gift and increased response and more costeffectiveness 30

31 Personalisation

32 Tailored ask 32

33 Key successes and lessons What worked? Changing cold approach Appealing to cold lists in a different way (TM, followed by DM) 33

34 Key successes and lessons What worked? Positivity and Progress 34

35 Key successes and lessons What worked? Profile & Endorsement Using high profile ambassadors in a different way 35

36 36

37 Lessons What could have been improved? Earlier enhanced website capacity and digital element Increased search, better integration of microsite, banners etc Longer lead in to build campaign pre- Christmas Quicker conversion to committed giving

38 Looking forward Continue to build Demographic profiling and data mining underway New burst of activity ATL & online Continue to bring message through all communications with donors Large scale public campaign Renewed prospecting activity building on demographic results in 2009 New partnerships to achieve our goals

39 UNICEF Believe in zero. THANK YOU! 39