Driving Fundraising
Income & Database Growth
About The Fred Hollows Foundation
Vision The vision of The Fred Hollows Foundation is for a world where no one is needlessly blind and Indigenous Australians exercise their right to good health
Fundraising Strategic Priorities
Continue strong income growth of last five years to achieve The Foundation’s Vision 2020 goals
Achieve fundraising income growth of 15% + each year
Grow active donor base by more than 20% each year
Acquire more than 30,000 single gift and regular givers annually
Focus fundraising resources into core programs of acquisition, direct marketing, regular giving and bequests
1. Clear Positioning & Messaging
Awareness of Fred Hollows Q2.
Do you know the name of this Australian man?
No 28% Yes 72%
Of these, 95% could write his name in some variation. i.e. 68% of the total sample can name Fred Hollows from this photo
Fred Hollows remains a recognised figure to the community.
2. Direct Marketing Strategy
• Ensured all fundraising material communicated clear, effective story • Sourced high impact case studies from around the world • Invested in excellent photography • Demonstrated results of support in all fundraising communications • Strong tie back to Fred’s vision
H’Nhi’s story
Direct Marketing Strategy
Focus on restoring sight to one person as example of The Foundation’s work
Letter copywriting tone matched The Foundation
Improved design, flow and case for support
Pack format:
3 page letter with photos
One page profile on achievements in developing country profiled
Separate A4 reply coupon
Supporter engagement materials – photo/drawing etc
Reply paid envelope & DLX window face outer envelope
Quarterly Report included in Remail for Tax and Christmas
Direct Marketing Strategy
Sophisticated data selections across all active and lapsed segments
Continued high value packs for Major Donors ($5,000 plus) and Top Donors ($1,000 to $4,999)
Improved targeting of lapsed donors - lapsed 25 to 36 months and 36 months plus
Featured appeal stories and online galleries on website
Focus on thanking supporters in receipts and by phone
2010 Christmas Appeal
2011 Tax Appeal
2011 Tax Appeal
Results Donor Appeal Christmas 2010 (inc Remail)
No Mailed
No Donors
% Donated
Gross Income
Expense
Net Income
Average Gift $
ROI
104,150
18,592
17.85%
$1,887,403
$104,150
$1,783,253
$101
18.12
Income
Response and Gift
ROI
$1.89M Increased by 19% compared to 2009
Response rate 17.85% across all segments
Return on investment 18.12 60% stronger than 2009
As at December 2007
Results Donor Appeal Tax 2011 (inc Remail)
Appeal
No Mailed
No Donors
% Donated
Gross Income
TX10
91,216
22,457
24.62% $3,824,168
Expense
Net Income
Average Gift $
ROI
$191,229
$3,632,939
$170.29
20.0
Income
Response and Gift
ROI
$3.8M - increased by 19% over 2010 results
Response rate 24.62% across all segments
Return on Investment 20
As at December 2007
3. Acquisition Strategy to deliver significant numbers of New Donors
Integrated strategy reinforced FHF core positioning and messages
Extensive profiling of donors to improve targeting of purchased lists and media
Careful testing of large number of new lists with rollout potential
Media Advertising campaign: print media inserts, TV spend and CSA support, outdoor, print CSA (no paid print ads), no paid radio
Online marketing support – SEO and SEM
Acquisition single gift focus - converted single gift donors to regular giving by phone
Television Ad
Acquisition Print Media Insert
Christmas Media and insert acquisition 2010
Total Solicited
1,249,754
Responses
Response Rate
Gross Income
Net Income
Av Gift
ROI
4,776
0.38%
$614,979
$209,250
$128.76
1.52
Income
Av Gift
Net Income of $209,250 on acquisition campaign
Average gift of $128.76
As at December 2007
New Donor Numbers 4,776 acquired
ROI Return on investment of 1.52
Tax Media and Insert Acquisition 2011
Total Solicited
Responses
Gross Income
1,346,240
4,884
$807,805
Income Net Income of $192,297 on acquisition campaign
As at December 2007
Expenses
Net Income
Av Gift
ROI
$491,216
$192,297
$165.40
1.31
New Donor Numbers 4,884 acquired
ROI Return on investment of 1.31
Direct Marketing Acquisition Control Pack 1 - Simila
Direct Marketing Acquisition Control Pack 2 - Kipar
DM Acquisition List Test Results Christmas 2010 DM Acquisition Av Gift $52.79 $45.09
No Mailed 3,229 3,063
% Donated 2.11% 4.41%
Expense -$4,431 $4,120
Net Income $8,021 $1,967
ROI -$0.81 $1.48
224
$47.86
7,111
3.15%
$9,705
$1,016
$1.10
$13,435
273
$49.21
10,000
2.73%
$13,900
-$465
$0.97
Control Pack 2 Control Pack 1 Control Pack 1
$73,336 $93,091 $20,126
1,447 1,762 412
$50.68 $52.83 $48.85
40,000 67,000 10,000
3.62% 2.63% 4.12%
$55,600 $93,130 $13,900
$17,736 -$39 $6,226
$1.32 $1.00 $1.45
List Profile 7
Control Pack 2
$16,702
409
$40.84
10,000
4.09%
$13,900
$2,802
$1.20
List Profile 8 List Profile 8 List Profile 9
Control Pack 1 Control Pack 2 Control Pack 1
$14,698 $17,900 $7,080
309 365 143
$47.57 $49.04 $49.51
10,000 10,000 7,500
3.09% 3.65% 1.91%
$13,900 $13,900 $10,425
$798 $4,000 -$3,345
$1.06 $1.29 $0.68
New List Test 1 New List Test 2 New List Test 3 New List Test 4 New List Test 5 New List Test 6 New List Test 7 DM Unknown
Control Pack 2 Control Pack 1 Control Pack 1 Control Pack 1 Control Pack 1 Control Pack 1 Control Pack 1 Control Pack 1
$6,957 $11,990 $23,103 $7,427 $5,320 $5,485 $1,895 $32,698
148 213 514 155 125 129 39 407
$47.01 $56.29 $44.95 $47.92 $42.56 $42.52 $48.59 $80.34
7,500 10,000 10,000 7,500 5,000 5,000 5,000 0
1.97% 2.13% 5.14% 2.07% 2.50% 2.58% 0.78% n/a
$10,425 $17,100 $15,437 $11,249 $7,867 $7,793 $7,850 $7,850
-$3,468 -$5,110 $7,666 -$3,822 -$2,547 -$2,308 -$5,955 $24,848
$0.67 $0.70 $1.50 $0.66 $0.68 $0.70 $0.24 $4.17
$371,640
7,277
$51
227,903
3.19%
$315,771
$55,869
$1.18
List List Profile 1 List Profile 2
Pack Control Pack 1 Control Pack 1
List Profile 3
Control Pack 1
$10,721
List Profile 4
Control Pack 1
List Profile 5 List Profile 6 List Profile 7
Total
As at December 2007
Amt Received $ No of Donors $3,590 68 $6,087 135
Results DM Acquisition – Christmas 2010
Christmas DM Acquisition 2010
Mail Qty
Response
227,903
7,277
Response % Gross Income 3.19%
$371,640
Expense
Net Income
Av Gift
ROI
$315,771
$55,869
$51
1.18
Income
Response
Gross income $372K Net income $56K
Response rate 3.19%
As at December 2007
ROI Return on investment 1.18
Overall Results DM Acquisition TAX 2011
Tax DM Acquisition 2011
Mail Qty
Response
Response %
285,866
8,539
3%
Gross Income
Expense
Net Income
Av Gift
ROI
$467,064
$443,417
$23,647
$54.70
1.05
Income
Response Rate
Gross income $467K Net income $24K
Response rate 3%
As at December 2007
ROI Return on investment of 1.05
Acquisition Results Overall
DM Acquisition response rates: more than 3% - both control packs viable (no statistical difference in response)
Positive return on investment for all acquisition campaigns
Achieved annual new donor numbers
Significant increase in online income in last 12 months (60% of online donations are new)
4. Regular Giving Program
• Reinforced branding and key message across all regular giving communications • Streamlined telemarketing program – Upgrade – 45-50% upgrade results of donors contacted
– Conversion of new single gift donors to regular giving – Ongoing reactivation of lapsed F2F and non F2F regular givers
• Continued strong partnership with F2F supplier • Online regular giving – now approx. 100 sign-up/month
5. Customer Service Focus
Continued to focus on supporter retention with the following strategies:
Streamlined all written communications and recognition materials
Welcome pack for new regular donors
Telephone or SMS thank you program for new and known donors
Improved enewsletter and updates
Supporter functions with Country Program Managers
Samuel’s story
6. Database Marketing Driving Results
Extensive analysis and reporting:
Active donor number Retention/attrition rates of new and known donors Donor migration – upgrade and downgrade trends Retention, lifetime value and return on investment (F2F and non F2F) Conversion rates of lapsed donors Much more!
Benchmarking against other charities and sharing learnings
Ongoing review of database practices to streamline functions and minimise automation (without impacting on customer service)
7. Bequest Results • Consistency of branding and messaging across all campaigns continues to deliver strong growth in bequest income • $8.7M bequest income received in 2010
BEQ $9,000,000
17.66%
$8,000,000
42.02%
$7,000,000 $6,000,000
38.99%
$5,000,000
BEQ
$4,000,000
• Record numbers of bequest enquiries and confirmations
$3,000,000
$2,000,000
2007
2008
2009
2010
Fundraising Results Target
Achieve fundraising income growth of 15% +
Grow active donor base by more than 20%
Acquire more than 30,000 single gift and regular givers
Results
25% fundraising income growth achieved 2010
On target to achieve 15% growth in 2011
Active donor base grew by 31% in 2010
30% growth for 2011
Acquired 39,790 single gift and regular givers in 2010
On track for 39,000+ in 2011
FHF MARKETING & FUNDRAISING INCOME ($) $34,400 (Anticipated)
$40,000
$35,000
$29,800
$30,000 $23,814
$25,000
Income (‘000)
$19,090
$20,000
$14,900 $15,000 $9,880
$10,000
$7,380
$6,500
$7,210
$7,990 $8,050
$5,000
$0
2001
2002
2003
2004
2005
2006
Year As at December 2007
2007
2008
2009
2010
2011
Restoring Sight to More People
Thank you