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Richard Turner and Jennie York from ActionAid came and kindly presented on how they recruit their donors, at the first in the series of The Good Agency free breakfast seminars.
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Donor acquisition is changing
Jennie York
Richard Turner
“Whenever I’m invited to write a message to my sponsor, I hear my heart beating quicker than it does normally. Indeed, when I am writing the message, I feel I have not been forgotten, I understand that I have value, definitely I know there are people who think about me. This gives me courage to keep on going to school”.
Emelyne writing her child message Burundi
Recruiting new supporters is getting harder
1. Traditionally reliable large volume channels are declining
2. Buying behaviours are changing
3. More competition for the same pound
The challenge just got interesting!
Telemarketing
Traditionally one of ActionAid’s strongest channels
DRTV
Once an up and coming star
From 2002 to 2005 ActionAid relied on three fundraising channels to recruit 70% of new child sponsors
Today, those same three channels recruit only 29%
Yet, our recruitment is holding strong, because of channel integration…
Press ads Inserts DRTVTelemarketing Member get member
Lead generationTube advertising Cold Mail
Door Drops SupplementsBanner Advertising Radio
Events PR
Fear of Integration
Myth: Most people are loyal to one channel
Fact: 30% of ActionAid new child sponsors sign up online as a result of offline fundraising
Anecdotally, supporters tell us they saw a DRTV ad but responded to a mailing!
How: Offer people a range of sign up optionsTime the roll out of each channel carefullyUse Above the Line media to uplift
response
Fear of Integration
Myth: Integration robs Peter to pay Paul
Fact: Acquisition channels perform better when there is other ActionAid noise, than when rolled out alone
Proof: Fully integrated regional campaign:DRTV – 200% increase in PDD sign upsInserts - 192% higher response rate
Moving Forward in Troubled Times
ActionAid Tips:
Always be prepared for key channels to decline,
Test new channels regularly to find the next big thing
Lower response channels still play an important role in the fundraising mix
Speak with one voice, integrate message and channels
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