an holistic approach

An holistic approach

Putting the customer/visitor/audience at the centre

Sarah Gee

Have you met Ms Jones?

Ms Jones

Society member

Patron

Donor

Sponsor

Legator

Subscriber

Mailing list member

Development Council member

Money for Good UK• New Philanthropy Capital

• www.thinkNPC.org

• Understanding donor motivation and behaviour

• Segmentation study

• Loyal Supporter: “I gave because I care about the cause”

• Engaged Champion: “I give time and get my friends involved”

• Thoughtful Philanthropists: “I give to make an impact”

Average Donation Amount• Mainstream donors (household income up to

£150k)

• National average = £228• Midlands average = £375

• High-income donors (household income over £150k)

• National average = £1,281• Midlands average = £ 904

Other thoughts• Volunteers are worth more• Philanthropy – help or hindrance?• Ways to give are not a barrier• Need for discussion on benefits-led vs

philanthropically-led donations• Legacy Giving• How do we create a giving culture?• Need for basic comms: what, why, where, when,

who?• Challenge or match funding• More transparent ways to give and get funds

Ingredients for fundraising

• Cause

• Money

• Trust

• Knowledge

A joined up approach

Frequent attender

Free Mailing List

Priority Mail List(£5 per year)

Friend (£40 per year)

Regular attender

Irregular attender

New attender

Non attender

Regular donation

Single donation

Frequency Membership Giving

Major donors

Legacies

Crowdfunding

Symmetric Equality

If a = b, b = a

so if

Audiences = Potential Donors

could

Donors = Potential Audiences ?

Does it work?Kickstarter in 2012: $319,786,629 pledged worldwide

18,109 projects

86,000,000 visitors

224,475 project backers / c15% repeat donors

0-17 years 1% of donations

18-24 8%

25-34 27%

35-44 35%

45-54 16%

55-64 10%

65+ 2%

Benefits• Different types of donors• Younger donors• Ability to grow people into audience members• Cost effective

BUT….

• Anti-silo working• Takes time

Examples• Britten Sinfonia

• Motionhouse

• London Sinfonietta

One relationship