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The best start to any association is a good conversation. Whether we’re talking about acquiring people as donors in street campaigns or by phone, these individuals usually become regular donors for the long-term, and generally at a very high level of contribution.

4'000 new donors a year
Campaign for an NPO in the healthcare sector

Starting situation

Recurring income, and therefore income that is plannable, provides a solid financial base for any charitable organisation. This example of an NPO from the healthcare sector is representative of countless stories of success with information stand campaigns. In this case, the aim of the organisation was to develop a long-term programme to acquire DD donors.

 
Concept

The acquisition of DD donors through traditional information stand campaigns. Carry out a test, rollout in the same year, then establish an annual campaign. Handling of the entire payment transaction with continuous synchronisation of the data with the NPO database. Subsequent introduction of continuous optimisation of the potential by means of telephone fundraising (upgrade calls).

 
Measures

  • Products based on the charity’s services and targets. 
  • Definition of sponsor membership, set the minimum contribution, the possible payment methods and frequency.
  •  Production of a long-term forecast with regard to expected outgoings and income. 
  • Development of the overall appearance (folders, forms, flyers, clothing etc.) on the information stand. 
  • Co-operation in the development of the follow-up communication and support (thanks, newsletter, DD notification etc.) with advisors from the charity. 
  • Development and/or provision of the interfaces for data exchanges. 
  • Preparation of the training for dialoguers by the charity. 
  • Campaign planning and preparation, appointment of staff. 
  • Carry out the test campaign. 
  • Record data, collection of contributions, regular synchronisation of data with the client’s database. 
  • Analysis of test results, feedback etc. Perform the rollout.

Results

  • 8-week test campaign with 15 members of staff on 90 different pitches:
    • at least 200'000 visual contacts.
    • approx. 10'000 qualified interviews.
    • over 1'200 sponsors with an average annual donation of significantly more than CHF 100.-.
    • breakeven after 20 months.
  • Roll-out in the same year in German-speaking Switzerland and Western Switzerland: approx. 4'200 sponsors.
  • All donors are DD donors.

Calls to protect nature
Telephone acquisition for an environmental organisation

Starting situation

An environmental organisation set itself the aim of developing a second supporting leg for the acquisition of new donors. The campaign was based on data provided externally by NPO-affine potential donors.
 

Concept

First contact by phone with email follow-up.
 

Measures

  • Data entered in our system. 
  • Data quality check. 
  • Preparation of a script and in-depth training of staff. 
  • Carry out 3'000 phone calls. 
  • Cleansing of the provided data along with the appeal for funds.

Results

  • 65% of the target individuals reached. 
  • The amount of first donations was significantly higher than expected. 
  • Breakeven was reached after just 12 months, even though most were initial contacts.

Breakeven in best time
High-price product for a children’s charity

Starting situation

A national development aid charity introduced a high-price product on an information stand.
 

Concept

Launch of a sponsorship programme in line with information stand campaigns. Project-specific and ZEWO-conform project sponsorships were developed and offered to passers-by who were particularly interested in the issue, in addition to the standard sponsorship. On the one hand, the introduction of the sponsorship was to create a better and more comprehensive offer for potential donors, and on the other the higher average donations were to help achieve break-even sooner.
 

Measures

  • Development of project sponsorships that would give the donor a clear choice of projects requiring support. 
  • Close co-operation with the communications agency responsible for the appearance and product design. 
  • Development of special project sponsorship forms. 
  • Maintenance of a more advantageous product in the form of “entry level” sponsorships for those for whom regular sponsorship is too expensive.

Results

  • Response rate as for traditional information stand campaigns without sponsorship programmes. 
  • 37% of all agreements project sponsorships. 
  • The higher average amount meant that break-even was achieved much sooner than with classic products. 
  • High level of monthly payers. All donors are DD donors.