Meaningful actions, for long term support

Sarah Fitzgerald O’ConnorSupporter Acquisition Manager

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Timeline

• 27th Dec – Israel launched air strikes in Gaza

• 28th Dec – Head of News sent to Gaza

• 31st Dec – Fundraising appeal launched– limited scope for large scale response & successful appeal

• 3rd Jan – Israel launched ground invasion in Gaza

• 5th Jan – Decision to launch CEASEFIRE CAMPAIGN

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Objectives & Strategy

Objective: Advocacy (& branding)

High impact press advertising on 10th & 11th Jan:

• To be seen to put pressure on government

• Include a call to action to give people an outlet

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An overwhelming response

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Continuing the conversation

Saw press ad or word of

mouth

Texted Ceasefire

Received thank you

bounceback with URL

Received Downing St

SMS

• Missed opportunity to capture people’s contact details in thank you bounce-back

–Other charities have had success driving people online to “validate” the petition

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A secondary objective

Objective: Fundraising

• To convert petitioners into financial supporters

• Via SMS and outbound telemarketing

• To start on 16th Jan!

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Cash vs. Committed test

1,535 contacted

Unrestricted direct debit

ask

•Cash test was not breaking even, so was pulled

•25% opt-in to email

1,092 contacted

Cash ask for Gaza

ROI 1.33

ROI 0.63

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Identify hot prospects?

15,000 SMS sent

3.7% request call

back

15,000 MMS sent

0.88% request call

back

•Sent on 21st Jan

•Overall opt-out to SMS was high at 23%

•RR% lower than expected for a call back

ROI 1.51

ROI 0.37

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The success

• Roll out resulted in 8,960 new regular givers– High average annual donation

• Campaign ROI of 1.4 – Over 1, including initial media costs

• A pool of SMS campaigners (G20 campaign) and prospects

• Awards– Professional Fundraising– New Media Age– Institute of Fundraising – Third Sector– DMA…?

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Learnings

• Impact of Media work

• Integration of Fundraising/Communication/Campaigning

• Emergency Trigger Group

• Option to use conflict situations as key campaigning and fundraising moments

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How to replicate?

• Only ask people to do something specific & tangible, with a clear sense of purpose…

• …to have a better chance of ongoing & relevant conversation

• Be flexible and quick off the mark

• Give people an “outlet”

• Make it simple

• Loosen up on ROI – calculated risks

Thank you

Questions?