Sunday, February 15, 2009

Christmas 2008 appeals and the recession - Results

Thanks for those who sent results in. I didn’t get a statistically useful sample beyond Australia, and only have data from Canada, Australia, Hong Kong and NZ.

One NZ charity and a large Canadian charity were both up 40-50% on Christmas 2007, which I think bucks the trend, but need more Canadian and Kiwi data. A small Canadian charity raised almost the same as 2007, and a medium sized HK charity was 40% down on last year – but their 2007 appeal beat their previous record by over 4 times. They were expecting a lower return regardless of economy, and Christmas 2008 is still one of their best results ever.

The lesson here is that regardless of the impact of the economic meltdown, it is possible to use tactics to beat the downturn.

The Canadian charity is especially interesting.

They implemented a new approach to mail appeals with some of the well published and proven direct mail techniques including, but not limited to:

1) Increase in personalisation, including personalised ask amounts based on previous giving throughout the letter copy as well as response coupon.

2) Much longer letter, that looked like a letter (4 pages).

3) Separate full page response coupon.

4) Urgent call to action throughout the copy.

5) Full on, emotional case study with clear call to action.

The increased cost of the pack were well out-weighed by the huge increase in net income. The Slideshare presentation below expands on the tactics which have worked for many charities in the past, and still seen to be working in this economic climate.

Any more case studies or results, please let me know.

A separate, more detailed blog on the Australian results will be posted later this week.

(The presentation below was originally presented at the Passion Forward fundraising conference in the Philippines).



Sean

2 comments:

wow gold said...

Weekends to peopleig2tmean that they can have a two-day wowgold4europe good rest. For example, people gameusdcan go out to enjoy themselves or get meinwowgoldtogether with relatives and friends to talk with each storeingameother or watch interesting video tapes with the speebiewhole family.
Everyone spends agamegoldweekends in his ownmmoflyway. Within two days,some people can relax themselves by listening to music, reading novels,or watchingogeworld films. Others perhaps are more active by playing basketball,wimming ormmorpgvipdancing. Different people have different gamesavorrelaxations.
I often spend weekends withoggsalemy family or my friends. Sometimes my parents take me on a visit to their old friends. Sometimesgamersell I go to the library to study or borrow some books tommovirtexgain much knowledge. I also go to see various exhibition to broadenrpg tradermy vision. An excursion to seashore or mountain resorts is my favorite way of spending weekends. Weekends are always enjoyable for me.
igxe swagvaultoforu wowgold-usaignmax wowgoldlivebrogame thsaleGoldRockU

Bruce said...

Today,we are proud to announce the launch of the new wedding support service sell ffxi gil,packed with features sure to sell ffxi gils delight adventurers across Vana'diel looking to exchange eternal vows with their beloved!Responding to player demands for greater customization,the new service will grant brides and grooms freedom in choosing location,timing,dialogue,and sell Final Fantasy XI Gil more for their ceremony,allowing them to create a truly memorable event all their own.Information on all the features,including in-game sell ffxi gil item vendors and wedding certificates,can be found on the new wedding support site,so head on over sell ffxi gils and get started planning the wedding of your dreams sell Final Fantasy XIGil!