Upload
enigma-strategy-and-branding
View
147
Download
0
Embed Size (px)
DESCRIPTION
Presentation on how to acquire younger donors.
Citation preview
optionaler Text
Martin Kuenzi, Head of Marketing
The desperate battle for young and lasting donors
ECNC 2012 - Madrid
The Salvation Army must be a life style!
Soup, soap, salvation - today!
3
4
Some Stats(only partially translated)
Donor profile in general
Total donors
Women
Men
%
Donations according to age in %
Age
above 64
51 - 64
35 - 50
less than 34
%
Average donation amount according to age and education
Angabe in CHF pro Haushalt; nur Spendende; n = 1105
Frage F9
< 34 35-50 51-64 65 > tief mittel hoch
918
572586
1015
772
521
269
low middle high
in CHFin CHF
Ideal donor profile
n = 1530
Frage F6a
- Women
- above 34 years of age
- middle to higher education
- monthly Salary above CHF 4’000.- (€
3’300.-)
Nein28%
Ja72%donate
don’t donate
Reasons for not donating to a charity
Angabe in Prozent; Personen, die im vergangenen Jahr nicht gespendet haben; n 2011 = 426
Frage F6b
My own financial situation
Missing trust in organisations
Do not get financial support myself
I am in education
Donate directly to my own relatives
No interest
No proper allocation of donations3
3
4
7
9
25
42
3
5
3
12
3
17
46
%
Could you imagine to support a charityin your testament?
Total donors
Women
Men
< 34
35 - 50
51 - 64
> 64
%
Structure of Inhouse-Donors at Swiss Salvation Army
Structure of Cold-Mailing at Swiss Salvation Army
What we do.
Marketing ConceptRelationships
- Do not think of your peers as your donors, but as people in need of anything the Salvation Army has to
offer.
- Accompany young people throughout their everyday life and let them always have a positive experience in
contact with the Salvation Army
- Look out for ambassadors of any age that influence your target group.
Measures (put in place by the Swiss Salvation Army)
- Create your Salvation Army style
- Keep pioneering and challenge young people
- Emphasize on volunteering work
- Take an active and visible role in society.
- Pray
Offer
- The Salvation Army is a life style.
- Based on Christianity and the pioneering spirit of
the Salvation Army of its early days we want to
change the world locally - and we need your help.
Measurement
- Comprehensive monitoring of fundraising
- Effectiveness in marketing
Stories
- Let people play a role in your story.
- Let them share their story.
- Let people feel real need / emotional aspects
- Make sure that the Salvation Army is perceived as
an enabler.
Marketing goals:
1. Strive for younger generation
donors
2. Understand the fundraising
market and focus on effective
measures
3. Create a long term strategy in
fundraising
Play an active and visible role!
Make them part of your story
Let people feel the need.
Is it all about FB, Twitter and mobile?
!Source: Charron, C. et al., 2006. Social computing.
Let them share their story
Feel great! App
End of start.
Head of Marketing
Martin Kuenzi
Thanks.