Best use of face-to-face
Howard Lake | 5 May 2011 | Blogs
For the campaign that demonstrates innovation linked to success with face-to-face fundraising at any level.
The shortlisted entries in alphabetical order are:
Breakthrough Breast Cancer
Macmillan Cancer Support
Myton Hospices
Breakthrough Breast Cancer
This major face-to-face campaign aimed to recruit 700 direct debit supporters in Breast Cancer Awareness Month and meet budgeted financial targets. It worked with UrbanLeaf to deliver the programme, which took place at the same time as Breakthrough’s first brand awareness campaign. This was promoted via outdoor posters, online and through Metro advertising and product promotion. Breakthrough knew that quality KPIs would drive the performance improvement and this needed a particularly innovative treatment. Fundraisers were trained through using interactive quizzes and generated a real in-depth level of fundraiser awareness. The campaign achieved 702 new donors and exceeded budgeted financial targets. It has also shown significant year on year improvements in donor quality and therefore the long-term financial impact of the campaign.
Macmillan Cancer Support
In 2009 a test to recruit 7,000 committed givers through door-to-door fundraising proved very successful, so Macmillan decided to increase recruitment through this channel by 230% in 2010. This meant making the campaign nationwide. Door to door was considered an excellent fit with Macmillan’s proposition as the conversation can be adapted to the individual’s personal experience of cancer. Training for fundraisers included meeting a service provider, nurse or medical professional. The success of the campaign was continually monitored, but it achieved 18,500 signups with an average Year 1 gift of £96.
The Myton Hospices
The weekly lottery provides a vital source of regular, predictable and sustainable income. At the beginning of 2010 there were 8,500 members paying annual membership of £52. The key objectives of the uplift campaign were to increase membership by 12,000 in year 1, 10,000 in year 2 and to generate £1.5m per annum by the end of 2011. It also needed to increase Bumper Draw income to £120,000 a year. All fundraisers were trained in house by Myton and went through the same induction as all Myton staff. With regular meetings and monitoring. Year one income achieved £915,000 and year 2 £1.8m and retention has been maintained at 88%.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.