Plenary presentation at IoF NI Conference 8 Nov 2012. Video clips are collected at http://bit.ly/SQKEL3. You can download file but note that presentation in in keynote format.

1. Institute of Fundraising NI National Conference 2012
Th irteen
theThe 10
of
best fundraising
campaigns
in the world.
Rig ht now!
Damian O’Broin
Ask Direct

2. askdirect.ie
twitter: @damianobroin
slideshare.net/damianob
pinboard.in/u:damianob
damian@askdirect.ie

3. Women’s
BLACK AND WHITE
Aid
‘Working to End Violence Against Women’

4. I couldn’t have done it without...

6. “I doubt if any party could travel in such weather”
- Scott
“It has been been an unpleasant day -
storm, drift and frostbite, but we have
advanced 13 miles closer to our goal”
- Amundsen

7. Q: What do you do when the world economy is
collapsing in flames around you?

8. A: Launch a £1,250,000,000 (yes, that’s billion)
fundraising appeal, of course...
...and then increase the target to £3bn.

9. www.campaign.ox.ac.uk

10. “If we could easily save the life of a child,
we would. For example, if we saw a child in
danger of drowning in a shallow pond, and
all we had to do to save the child was wade
into the pond, and pull him out, we would
do so. The fact that we would get wet, or
ruin a good pair of shoes, doesn’t really
count when it comes to saving a child’s life.”
- Peter Singer

11. “If we could easily save the life of a child,
we would. For example, if we saw a child in
danger of drowning in a shallow pond, and
all we had to do to save the child was wade
into the pond, and pull him out, we would
do so. The fact that we would get wet, or
ruin a good pair of shoes, doesn’t really
count when it comes to saving a child’s life.”
- Peter Singer
“UNICEF estimates that about 24,000 children die every day
from preventable, poverty-related causes. “

12. The Mother Teresa Principle
If I look at the mass, I will never act.
If I look at the one, I will.

13. The Joe Stalin Principle
One man’s death is a tragedy,
but a million deaths is a statistic.

18. Newsletter Income
€60,000
€40,000
€20,000
2010 €0
2011

20. Cash Acquisition Results
December 2010 – May 2012
When Number Response Average Gift Number of
Mailed Rate new donors
December 77,000 1.8% $58 1,474
2010
April 2011 85,000 1.9% $55 1,675
September 43,500 5.8% $46 2,608
2011
March 2012 150,000 2.7% $46 4,328
May 2012 156,000 3.9% $48 6,298
TOTAL 511,500 3.2% $51 16,383

21. 18 months later…
*
* Active cash donors

39. Driver Email Performance
Worst performing Best performing

40. Sign Ups – Day by day

41. Impact
Average gift Attrition rate
• Fallen by 42%
• Increased by 36%
Uptake
• 20% of all RGs have converted
Upgrades
• Increased by 240%
• 5.5% of donors upgraded
without request

42. Reactivating lapsed
• Offer alternative ways to give
• 15% of people who refuse a DD
will say yes to regular text
donations.

46. July 2011
500,000
children
starving in
East Africa

47. July 2011
A child
dying every
6 minutes

48. July 2011
UN declared
the region a
Famine Zone

49. David Bull hit the news...
7,000 texts
from Today
Programme
alone…

50. Then a wave of press…
20,000 text
responses from
broadsheets

51. At the same time TV
20,000 text
responses from
DRTV

52. And cinema
7,000 text
responses

53. Street ‘mobile’ teams
10,000 text
responses from
teams asking for
one off text
donations

54. Orange customers
50,000 text
responses from
an outbound
SMS appeal

55. In total c. 200,000 new supporters

56. Everyone thanked by SMS

60. After just 5 days...
Response rate... 13%
Average gift... €181
ROI... 7:1

61. I bet that
YOU
can do better.

62. askdirect.ie
twitter: @damianobroin
slideshare.net/damianob
pinboard.in/u:damianob
damian@askdirect.ie
THANK YOU