Marketing framework and Fundraising

1. It’s not easy!
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ECNC 2012 - Madrid
Conceptual approach in Marketing and Fundraising
Martin Kuenzi, Head of Marketing

2. A framework instead of a concept
Présentation démo
2

3. Give them a tool!
I gave them a toolbox.

5. Fundraising
more aggressive in terms of message, frequency and variety

6. TOTAL RESPONSE RATE
Total Response-Quote
14.0%
12.0%
10.0%
8.0%
6.0%
4.0%
2.0%
0.0%
2004 2005 2006 2007 2008 2009 2010 2011

7. Acquisition Response Rate
Akquisition Response-Quote
4.0%
3.5%
3.0%
2.5%
2.0% 2011: Respo
abschliesse
1.5%
2004 2005 2006 2007 2008 2009 2010 2011
Quelle: FR-Statistik „60 Tage“

8. Average amount of donation in CHF
Total Ø Spendenbetrag
56.00
54.00
52.00
50.00
48.00
46.00
44.00
42.00
40.00
2004 2005 2006 2007 2008 2009 2010 2011

9. BILLBOARDS
We booked 490 billboards
in commuter areas.
We got
609 billboards
adding a value of
€ 290’000.-
for free
9

10. GET IT FOR FREE Reach
2.5 Mio. contacts
Value
€ 150’000.-

11. DONOR-SERVICE
More than 2‘000 phone
calls, e-mails, letters
Answered withn 48h
it created more than
10‘000 new donors

12. UNADDRESSED MAILINGS
100‘000 households
response 1.1%
CHF 75‘000.-

13. DIVERSITY IN PRODUCTS do, check, act
plan,
BCG Matrix (Boston Consulting Group) oder Boston Portfolio
Questionmarks Stars
but do something!
?
Foundations
Donor magazine
Mission & Development
Unadressed mailings
High donor FR
Online kettle
Telephone SMS Online
Growth
$
Outhouse mailings
Inhouse mailings
Dogs Cash Cows
0
Marketshare
13

14. Fundraising message
laid words of
open ears free beds
tables comfort

15. Embrace
opportunities!
Please, no false modesty.

17. In honor to William Booth

18. Salvation
and alcohols

21. Got it?
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Thanks.
Download on http://slideshare.net/swissredshield
Martin Kuenzi, Head of Marketing