An Holistic Approach
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21-Oct-2014 -
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Transcript of 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