How do you engage people in your cause, grab their attention and encourage them to stand alongside you on an issue of national importance? Not easy, we think. But here’s a brilliant example of a national conservation charity doing just that, very successfully.
Any marketing campaign that can have such an impact on members of parliament on the eve of taking their country to war has to be worth recording. This campaign is notable as one of the early UK examples of fundraisers using the telephone.
This is an important record of an approach to thanking and welcoming donors from back in the days when the idea of sayinging ‘thank you’ and ‘welcome’ was quite new to most organisations and barely understood in the emerging field of donor relationship development.
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.
Campaigning for social awareness causes is difficult enough in most countries but in Pakistan it’s a very new activity, with few options for influencing public opinion on any scale. This initiative therefore is bold and ambitious, but what’s really remarkable is how successful it was, particularly in the spontaneous support it generated from members of the public
If you want to engage your donors give them something interesting and fun to do. This is an example of transforming the humble newsletter, with new energy and purpose, to deliver a real involving experience to supporters.
In the early 80s, one way WWF Canada had built its database of donors was by asking magazines to run full page black and white ads featuring endangered species. Readers were encouraged to cut out a coupon, fill it in and send it back with a contribution.
In a creative meeting with the agency who had produced the first three ads, which had been very successful, WWF decided to change the format. In a moment of inspiration, they put the cut-out ad in the middle of the page.
Across the world the approach Greenpeace developed for direct dialogue changed the way fundraising organisations recruit new monthly direct debit donors. Raising millions, perhaps billions of pounds in the process.
This email campaign is really a call to action, good image, very few words but with very high impact. It is perhaps one of the lowest cost exhibits on SOFII - and it might just be one of the most cost effective.
Although in recent years the Internet has by any definition come into its own as an indispensable tool for fundraisers, most are still not adept at using the medium to acquire new donors. So the Lost Dogs’ Home’s successful experience of online acquisition should be closely watched by many.