Marcus Blease Presentation

A Case Study of Integrated Fundraising Marcus Blease General Manager – Marketing & Fundraising

Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object]

About CPA ,[object Object],[object Object],[object Object],[object Object]

About CPA and cause CP ,[object Object],[object Object],[object Object],[object Object],[object Object]

About CPA and cause CP ,[object Object],[object Object],[object Object]

About me ,[object Object],[object Object],[object Object],[object Object]

What is Integrated Fundraising? ,[object Object],[object Object],[object Object],[object Object],[object Object]

How the commercial sector views it ,[object Object],[object Object],[object Object]

How the commercial sector does it ,[object Object]

Implications for charities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Acquisition Case Study ,[object Object],Rather than a re-brand campaign – we did a donor acquisition campaign

Acquisition Case Study ,[object Object],[object Object]

Acquisition Case Study ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Acquisition Case Study ,[object Object],To recruit 11,000 donors

Acquisition Case Study Channel Selection

Acquisition Case Study ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Acquisition Case Study ,[object Object],Channel No of Placements Total Value if paid for Seven 375 $279,689 7Mate 495 $0 7Two 497 $0 Nine 30 $110,721 GO! 5 $718 Ten 306 $448,091 Eleven 736 $111,825 TOTAL 2,444 $951,044 Indicator Via Web Via Phone Total Number of donors 215 392 607 Average gift $55.46 $60.68 $58.83 Total raised $11,924 $23,789 $35,713 ROI $0.36

Acquisition Case Study ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Acquisition Case Study ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Acquisition Case Study ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Quick Diversion Top Tips Mail 1. Urgency 2. Demonstrate need 3. Demonstrate impact of CP 4. Demonstrate difference donation will make 5. Strong story 6. Long letter 7. Strong uplift 8. Video in high value packs 9. Separate reply mech’s 10. Call high value donors who haven’t responded 30% reach, 64% convert vs. 26% non contacts 11. Follow up letter/video showing how we spent funds Do you still send appeals like this?

Acquisition Case Study ,[object Object]

Acquisition Case Study ,[object Object],The agency forgot to book them!

Acquisition Case Study ,[object Object],[object Object],[object Object]

Acquisition Case Study You Tube page integrated

Acquisition Case Study ,[object Object],136 donors received mail pack and went online to pay = 2% Av donation $52.19 The above table shows channel of response to ask (excl phone acq)

Integration adding value ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Integration adding value ,[object Object],[object Object],[object Object]

Integration adding value ,[object Object],[object Object],[object Object],[object Object]

Remember to integrate your channels ,[object Object]

Closing.... ,[object Object],[object Object],[object Object]

Critical step to conversion Welcome booklet & personally signed letter from CEO to all new donors

The Right Language “ I guarantee that every single dollar will be stretched as far as possible. Please take the time to read the booklet enclosed, it isn’t about The Spastic Centre – it’s really about you and how important your support is. Thanks again for sending your support and for sharing our goal of letting people achieve their very best. I look forward to writing to you again shortly with an update.”

Critical Steps... ,[object Object],[object Object],[object Object]

RGP Top Tips ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marcus Blease Presentation

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