Regular, or committed, giving
ActionAid’s welcome to child sponsorship package
ActionAid’s child sponsorship programme has been running in the UK for over 35 years. In 2008, they revisited the enquirer and welcome packs with the intention of making the materials the best that could be found anywhere.
Greenpeace Australia Pacific the welcome process
Think objectively about the experience a new donor has within the first few months of joining your organisation. Greenpeace Australia Pacific has developed a new and simplified process to ensure that new donors receive clear communications that both thank and further engage them. The result is that they’re reducing the number of donors who leave within the first three months.
Islamic Aid: fundraising strategy
Islamic Aid is an impressive charity that has grown dramatically in the space of just eight years from scratch to raise an income now approaching £12 million. This is the story of how a charity has managed to raise millions, beyond its expectations, through the careful targeting of its audience, by keeping good records of all its donors and ensuring that every donation is maximised through Gift Aid.
Greenpeace UK’s cycle of renewal and reactivation mailings: the ‘countdown’ and ‘please and thank-you’ packs
The two mailings shown here form part of Greenpeace UK’s renewal mailings cycle from the late 1980s. Each pack is short, punchy and based around a simple theme, encapsulated in a single word (each of which involves a powerful call to action and which are presented in a very Greenpeace way).
Defenders of Wildlife: multi-channel direct marketing integration
With more nonprofits engaging in online marketing, those that are coordinating their messages or campaigns across many channels are standing out above the crowd.Defenders of Wildlife are leaders in the field and here we look at three of their campaigns to highlight some of the best multi-channel integrated marketing in the sector.
The National Park Foundation ‘Plan for Parks’ mini-proposal
A strikingly competent direct mail upgrade appeal, designed to look just like the kind of intriguing and personalised proposal that a major donor might expect. It incorporated a personalised ‘mini-proposal,’ mimicking the sort of materials more frequently presented to prospective major donors following a face-to-face meeting.
The Wishing Well Appeal for Great Ormond Street Children’s Hospital
It’s difficult to do justice to a capital campaign as wide, and complex. This is a condensed summary of a major capital campaign which, at the time, was the largest appeal ever mounted in the UK.
Book Aid International: the Reverse Book Club
RBC is just like a normal book club, only its members never receive the books – instead each month four books are sent on each member’s behalf to people in the developing world. Donors love this scheme for its tangible accountability. For a small weekly outlay that most will never miss, they can see what their help is achieving and can readily imagine the impact of their gift, month after month, on small children and struggling students, eager to learn and to work their way out of poverty.
Princess Margaret Hospital Foundation: Wings of Hope appeal
How to raise donor loyalty and increase funds for the cause while providing a way of linking donors to patients. The Wings of Hope appeal has been instrumental in reactivating lapsed donors and securing additional gifts from monthly donors.
Habitat for Humanity: money back guarantee
Would a money-back guarantee help your direct mail? Habitat for Humanity tried it, and the results were as interesting and instructive as were their reasons for doing it.
Greenpeace UK’s ‘forget it’ pack reactivation mailings
It’s easy now to forget that as recently as 20 years ago giving by direct debit was a comparative rarity. The paradigm for most fundraisers with large donor bases was the annual renewal cycle. This is the first mailing from a particularly good example of a renewal series, from Greenpeace UK.
Bulgarian Red Cross: ‘one SMS, one hot meal for one Bulgarian child’ campaign
These campaigns successfully united several established fundraising techniques including building corporate alliances and the use of new and old media.
Polish Scouting Association ‘Proficiency for life’ campaign
This is a vigorous, imaginative campaign aimed at persuading Polish citizens to give the one per cent of their personal income tax, which the law allows them to donate to a charitable organisation, to the Scout movement.
View this exhibit.Médecins sans Frontières: ‘field partners’
Without doubt all fundraisers want regular givers and lots of them. This is a great example of how to convert your existing supporters from random one-off gifts to planned regular giving, and how charities can change the giving behaviour of existing supporters
