an holistic approach

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An holistic approach Putting the customer/visitor/audience at the centre Sarah Gee

Post on 21-Oct-2014

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Sarah Gee's presentation on how fundraising and marketing need to work together in putting the visitor first

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Page 1: An Holistic Approach

An holistic approach

Putting the customer/visitor/audience at the centre

Sarah Gee

Page 2: An Holistic Approach

Have you met Ms Jones?

Ms Jones

Society member

Patron

Donor

Sponsor

Legator

Subscriber

Mailing list member

Development Council member

Page 3: An Holistic Approach

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”

Page 4: An Holistic Approach

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

Page 5: An Holistic Approach

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

Page 6: An Holistic Approach

Ingredients for fundraising

• Cause

• Money

• Trust

• Knowledge

Page 7: An Holistic Approach

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

Page 8: An Holistic Approach

Crowdfunding

Page 9: An Holistic Approach

Symmetric Equality

If a = b, b = a

so if

Audiences = Potential Donors

could

Donors = Potential Audiences ?

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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%

Page 23: An Holistic Approach

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

BUT….

• Anti-silo working• Takes time

Page 24: An Holistic Approach

Examples• Britten Sinfonia

• Motionhouse

• London Sinfonietta

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One relationship