Succellerator Fundraising Time Normalized Analysis of Face to Face Fundraising Performance

Succellerator FundraisingTIME NORMALIZED FUNDRAISING DATA ANALYSIS

Context & Background

SOS Children’s Villages is a Vienna, Austria-based federation of fundraising offices that support orphans in hundreds of programs facilities around the world

The US Affiliate labored under poor brand recognition

The Norwegian Affiliate granted the US Affiliate money to invest in expanding fundraising programs The US Affiliate identified so-called “Face-to-Face” fundraising

The earnest young people in malls and pedestrian-traffic-heavy streets asking you for a moment of your time to support the cause

Context & Background Cont’d

Logistics Face-to-Face Vendor: Direct Dialogue, Inc.

Pilot in MetroDC at 3 major malls Lake Forest

Arundel Mills

Marley

Context Norway & Maryland are roughly comparable populations

Hence the demographic data to help the Europeans understand the scale of the US

SOS Symposium on Direct Dialogue

September 20‐21, 2007

Published by Succellerator Enterprises, LLC January 2013

SOS-USA SWOT Analysis for Direct Dialogue

Strengths• Established mission/brand worldwide•Child/Village product•Online program can support this younger market for recruitment and communication

Weaknesses• Low brand recognition• New program (in-house learning curve)

Opportunities• Expand to a younger market• Create new source for monthly giving• Increase brand recognition • Drive internet traffic, gifts

Threats•High attrition•Misrepresentation by reps•No independent research on market•Proprietary restrictions on sharing data with other NGOs


III. MarketMall Demographics

• All three have 60% female, 40% male patrons• Age breakdowns are detailed below

• Household income:


Area population is significant

Source: US Census Bureau


IV. ObjectivesOur plan for direct dialogue was to:

• Recruit 500 sponsors in Q4 2006 (Pilot)• Roll-out full scale program in 2007 to recruit 2,000 donors• 2007 Budget: $386,000• 2007 Expected Income: $237,600


V. Results Nov 2006 - July 2007

Donor Recruitment:• Donors recruited = 1,698• Active = 1,167 (69%)• Cost: • Income: $147,500

(60% of goal)

Additional Benefits:• Spike in Web donations• 150 free qualified leads• SOS village alumni discovered

MonthDonors Signed

GenderCountOfDonor

Nov '06 132 Female 853

Dec '06 90 Male 842

Jan '07 252 Unknown 3

Feb '07 227 1,698

Mar '07 304

Apr '07 251

May '07 293

June '07 93

July '07 56

1,698


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Direct Dialogue Donor Age Histogram


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# of

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Non-Direct Dialogue SOS USA Donor Age Histogram


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Comparison of DD Donors to Non-DD Donors


Succellerator Fundraising Time Normalized Analysis of Face to Face Fundraising Performance

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