2. Agenda
• UNICEF at a glance
• The challenge
• Campaign overview
• Successes and lessons
Lisa-Nicole Dunne • Going forward
Public Fundraising
Director
UNICEF Ireland
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3. UNICEF • World War 2
at a glance
• 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
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4. UNICEF
programmes
Education HIV / AIDS
4
Healthcare Child Protection Policy / Advocacy
5. Tens of millions of children have survived
Some and lead healthier happier lives because of
UNICEF and partner programmes.
Major
Achievements 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
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6. UNICEF • Established 1962
Ireland • 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
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7. 2009 • Lack of clarity on what we do
Challenge
• Considered to be funded by UN
• Intense competition for funds in
Irish marketplace
• Overused prospective data
• Operation Shoestring!
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8. Campaign • Establish awareness and re ignite
Challenge reason to support UNICEF
• Coordinate multi-faceted, multi-
channel campaign & bring all
together
• Timing – give enough reason to
support strongly for Christmas
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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
Second donation
Attract One off donation
Enhance
Retain
Clients/
Volunteers Board Friends Donors Magazine Press Corporate
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.
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13. Channel • Direct Mail still major means of
fundraising
• 30% supporters have email
addresses
• Online donations growing
especially in emergency (Haiti
70%)
• Direct Mail still vital solicitation
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14. ATL
• 2 weeks TV and Radio to build awareness 14
• Editorial partnership with magazines
16. How to bring • DM message
this to donors • Christmas Card
Existing
and still donors • Spread word
deliver on
year end • DM letter
objectives • Catalogue
Existing buyers
• Catalogue only
Prospective • Publicity post
buyers
Reach • Telemarketing
125,000 Prospective
community
• DM letter, supporter pack
supporters
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17. Targeting TV, Radio:
decisions • Awareness/ Build
Donors:
• Profile previous buyers
• Profile core donors gifting
• Focused on recency, frequency and value in
that order
• Reduced universe
Prospects:
Profile and • Geographic broadly based on existing
cost related community and donor support – but some
testing here too
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18. DM existing Goals:
• Renew support (buy in to idea)
• Cultivate LTV
• High response
• High average gift
• High conversion to committed giving
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19. Publicity Post Goals:
campaign • Attract new buyers (cards, inspired gifts, toys)
• Bring in new supporters to chain to be cultivated
• Cost-effective way
20. Prospect Goals:
TM/DM • Database growth
• Attract new supporters in community
• Bring in new to cultivate support over time
21. Volunteers on Goals:
street • Involve volunteers, supporters, and students in
nationwide flag day
22. E-update Goals:
• Integrate across all communications
• Remind
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24. Results
to date
DM to existing donors
Response rates had been struggling in 2009
11% response rate
Reduced average gifts
Average gift €117
ROI 7:1
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25. Results
to date
DM to existing buyers
“Sales” impacted by economy
8% response rate
Average purchase €60
ROI 4.5:1
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26. Results
to date
Publicity post
Specifically sales related - impacted
Nothing to compare against
0.9% response rate
ROI 2.5:1
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27. Results
to date
DM with TM to prospects
First time
32% response rate
4800 new prospects
1300 new email addresses
ROI 0.7:1
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28. Key successes What worked?
and lessons Simplicity, Tangibility & Integration
• One core message defining a
reason to give
• Tie in everything we do to make it
clear to donors
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30. Key successes What worked?
and lessons 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 cost-
effectiveness
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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
