New Product Development – Regular Giving
Festival Latino Americano de Captaçấo de Recursos – FLAC 2011
Novos produtos de doação regular de Pessoa Física..
Clare Bickerdike
International Market Development Manager ActionAid International
New Product Development – Regular Giving
Festival Latino Americano de Captaçấo de Recursos – FLAC 2011
Mombasa Meeting 2010
New Product Development – Regular Giving
Festival Latino Americano de Captaçấo de Recursos – FLAC 2011
Regular Giving products
David Barissa Ringa
New Product Development – Regular Giving
Festival Latino Americano de Captaçấo de Recursos – FLAC 2011
New Regular Giving Product – Women of Brazil
New Product Development – Regular Giving
Festival Latino Americano de Captaçấo de Recursos – FLAC 2011 5
Objectives of the new productObjectives of the new product
• Increase the number of supporters
• Enlarge the amount of unrestricted donations
• Achieve a different segment than the one already involved through
Child Sponsorship
• Develop a product that had not being worked before in AA Brazil
• Establish a specific identity and communication with the supporters, to
achieve a better retention
New Product Development – Regular Giving
Festival Latino Americano de Captaçấo de Recursos – FLAC 2011 6
Process of DevelopmentProcess of Development
Create a proper identity focused on a theme that has large participation in the work of AA Brazil
Women’s RightsWomen’s Rights
Tell real stories: presenting real examples of need and overcoming at the same time = problem /solution
We need to educate the supporter + explain the work of AA in a few minutes
New Product Development – Regular Giving
Festival Latino Americano de Captaçấo de Recursos – FLAC 2011 7
ProductProduct
Equal rights for a better life.
New Product Development – Regular Giving
Festival Latino Americano de Captaçấo de Recursos – FLAC 2011 8
ProductProduct
How does it workHow does it work
• Product of regular donation with values varying from R$15, R$30 and R$45
• The donation will be invested where ActionAid decides that has more need or in the way that it has the best results on its work. The donor is informed about this since the first communication.
Communication with the supporterCommunication with the supporter
E-mailE-mail+ Call+ Call
WelcomeWelcomeKitKit
4 reports 4 reports onlineonline
2 printed2 printedreportsreports
Annual Annual reportreport
New Product Development – Regular Giving
Festival Latino Americano de Captaçấo de Recursos – FLAC 2011 9
AdvertisingAdvertising
Channels in this first phase:Channels in this first phase:
• Product’s Microsite: apoiemulheresdobrasil.org.br
New Product Development – Regular Giving
Festival Latino Americano de Captaçấo de Recursos – FLAC 2011 10
• Rádio (test): 10 placements in a popular radio station of the largest
Brazilian city, São Paulo.
• Ação Online: “posting day” through a large blog’s network, called
LuluzinhaCamp - www.luluzinhacamp.org.br
• Google Adwords: ads related to the product and theme all year-around.
PublicityPublicity
Channels in this first phase:Channels in this first phase:
New Product Development – Regular Giving
Festival Latino Americano de Captaçấo de Recursos – FLAC 2011 11
• F2F and D2D: recruitment team in São Paulo.
Channels in this first phase:Channels in this first phase:
PublicityPublicity
New Product Development – Regular Giving
Festival Latino Americano de Captaçấo de Recursos – FLAC 2011
Regular Giving products
ActionAid Sweden
New Product Development – Regular Giving
Festival Latino Americano de Captaçấo de Recursos – FLAC 2011
Regular Giving products
David Barissa Ringa
Chikumbutso Ngosi
Brown Motsau
New Product Development – Regular Giving
Festival Latino Americano de Captaçấo de Recursos – FLAC 2011
Regular Giving products
David Barissa Ringa
Chikumbutso Ngosi
Brown Motsau
New Product Development – Regular Giving
Festival Latino Americano de Captaçấo de Recursos – FLAC 2011
Regular Giving products – integrated multi channel campaign
New Product Development – Regular Giving
Festival Latino Americano de Captaçấo de Recursos – FLAC 2011
New Product Development – Regular Giving
Festival Latino Americano de Captaçấo de Recursos – FLAC 2011
New product concepts
• Creative ideas
• New strategy
• Brand development / Brand ‘fit’
• Competitive advantage
New Product Development – Regular Giving
Festival Latino Americano de Captaçấo de Recursos – FLAC 2011
New product development process
New Product Development – Regular Giving
Festival Latino Americano de Captaçấo de Recursos – FLAC 2011
Channels
• Digital – online marketing, social media
• F2F / D2D
• Telemarketing / Telefacing
• Direct Mail
• Direct Response TV (DRTV)
• Mobile marketing
New Product Development – Regular Giving
Festival Latino Americano de Captaçấo de Recursos – FLAC 2011
Challenges
• Small budgets
• Change in consumer behaviour
• Payment methods
• Test period too short – tests pulled too soon
New Product Development – Regular Giving
Festival Latino Americano de Captaçấo de Recursos – FLAC 2011
Challenges
• Low brand awareness
• Tough competition
• Lack of skilled suppliers / agencies
• Fundraising regulations
New Product Development – Regular Giving
Festival Latino Americano de Captaçấo de Recursos – FLAC 2011
Opportunities
• Growing social classes – population and wealth
• International NGOs investing in new markets
• Learnings from other markets
• Emergencies fundraising
• Growth of Digital
• Integrated / multi - channel campaigns
New Product Development – Regular Giving
Festival Latino Americano de Captaçấo de Recursos – FLAC 2011
Questions / Discussion