Our Population is Changing

It doesn’t matter where you are, the population around you is changing, therefore your donor catchment is also changing; are you changing with your catchment?

If you aren’t changing with your catchment you are likely to be missing out on gaining new support, new opportunities to grow your organisation.

Often I hear people in organisations say that a certain “new” segment of the area won’t support them, that they won’t understand what it is the organisation is aiming to do.

This can be changed quite simply – communicate with, introduce yourself  and get to know them and in turn they’ll get to know you.

Growing new support from a new immigrant community needed be any harder than growing support from any other sector of the community.

If we take a look at Auckland, a population of 1.3 million – of that there’s a mix made up of … (the data below is from Statistic NZ – Census Map 2013)

 

European percentage of total people stated 59.3
Maori percentage of total people stated 10.7
Pacific peoples percentage of total people stated 14.6
Asian percentage of total people stated 23.1
Mid Eastn Latin American African percent of total people stated 1.9
New Zealander percentage of total people stated 1.1
Other ethnicity nec percentage of total people stated 0.1
Total people other ethnicity percentage of total people stated 1.2

 

It’s not hard to see that if your organisation is only tailoring your marketing, donor support, donor acquisition communication to the ‘population’ you are used to – that you are missing out.

Take for example those who identified as Asian in the last census – 23.1 percent, if your organisation is not attempting to, or isn’t communicating effectively with this sector of the population; you are missing out and need to change your strategy.

If it means having your communications translated, explore it, perhaps there are people in the community who would be willing to help with translation services as a way of supporting your work.

When it comes to face-to-face or phone based communication, look at the possibility of employing on a fixed term contract people to do this for you, again, you may find you already have supporters who will assist in these areas.

Are you tapping into new communities, new segments of the population? If so, how have you gone about this? Please share you experiences in the comments below.

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Tele-Fundraising isn’t Dead

Tele-Fundraising isn’t Dead

Recently I’ve heard people say “fundraising on the phone is irrelevant” “tele-fundraising isn’t needed today.”

Tele-fundraising is still relevant and is needed today, it should be part of your fundraising plan, it is also, or should be seen as a way to measure what people think about your organisation.

This article 3 Ways Fundraisers Can Leverage Telemarketing is a good read, if you are doubting the effectiveness, relevance of fundraising it will help you see that it still has a place in your fundraising arsenal.

If you only read the 3 ways the tele-fundraising can be used – do it …

  1. Message matters. Telemarketing is made for urgency. Nothing says “this is really important right now” quite like calling someone and saying those very words. Be specific, be timely and update the script as many times as it takes to keep the pitch as urgent as possible.
  2. Listen to the donors. A phone call can be a mini-focus group, giving an organization the opportunity to make the message work in the most compelling way possible. Take what you learn on the phone and apply it to other channels.
  3. No channel is an island. The value of telemarketing goes beyond the revenue raised on the phone. Receiving a phone call increases a donor’s likelihood to give a gift via mail or online by 20 percent over the next 30 days, even if the call results in a refusal. Bolster a call’s performance by integrating a pre-call email or a post-call pledge follow-up, making the approach truly multichannel.

 

Are there other ways you see tele-fundraising as beneficial to your organisation – please share in comments below.

See also:

ASKphobia – A Great Term

It’s not you they’re turning down

Tele-fundraising Tips

Fundraisng – Planning is Needed

Why you suck at fundraising

 

How will Cuts to Postal Deliveries Affect Charities

June 2015 will see a change in postal deliveries, a cut from six day delivery to three. From NZ Post’s perspective this is probably good business, but for charities there could be a big impact.

What will your organisation do in the time leading up to the change? Now is the time to think about what you will do. Leaving it until a few months before will be too late if you want to keep good communication flow with supporters who don’t want or, are unable to receive your information, your “pleas” for support via other means.

Will you encourage supporters, current and prospective, to subscribe to your email updates, so to be able to get information to them when you need them to act? Or will you change the way in which you manage you pleas?

What ever you decide, don’t leave the thinking until the last minute, if you can get supporters to accept you communication via electronic forms a long time in advance of the change in the postal delivery change you will more likely have a better chance than if you leave it until the 11th hour.

We all know there are organizations who like to use multiple channels to communicate but, there are many who rely heavily on the mailings to communicate. It will be this group who are most likely to be affected more – and unless this group starts planning now the outcome could be that they face a crisis that could have been averted had they started planning for the change early on.

If you’re using email, post and social media to communicate, then the change may not have a big impact when it comes to appeals. But, if you’re only relying on mail, then you could see yourself having to juggle budgets, perhaps even having to cut service delivery to adjust to the change.

There’s still a number of supporters who won’t want to use electronic means for communications, so you will have to be the one who makes the change.

Perhaps you will need to adjust your appeal calendar – is this something you are able, or, prepared to do? The time is now to start thinking about this, don’t leave it too late or you could miss out on retaining donors.

The cost of gaining a new donor will be greater than the cost, time and effort you put into forward planning for the change.

June 2015 may seem a long way off, but as we all know, time passes quickly when we’re all busy. Start planning now – you can’t afford to miss the post.

Donor Retention or Acquisition

Every organization has the ongoing task of retaining donors, those who have stuck by you through thick and thin, those who have a real belief in what you do – those who want to see you succeed – these donors are part of your team and need to be retained. 

But retention is only part of the challenge of ongoing support for an organization, you need new blood, you need to have a donor acquisition programme.

This article on Achieve Guidance has some great points and is well worth a read Time to Join the Donor Revolution