AGENCY: IDN South Africa
CLIENT NAME: SOS CHILDREN’S VILLAGES – WWF
Objective : To recruit 10,000 monthly pledge donors @ a minimum of R100 per month for the above three international NGOs.
It was decided to do this via Face to Face fundraising in shopping centers.
There were numerous challenges :
– F2F is still relatively unknown in SA … lack of trust
– At the start of the project we had no infrastructure, no systems, no people
Step #1 – Recruit a F2F Fundraising specialist from the UK
Step #2 – Build head office support team of 5 people
Step #3 – Develop backend systems to manage data flow wrt to donors
Step #4 – Recruit, train and deploy 3 teams of 5 fundraisers in shopping centers around Johannesburg
Step #5 – Increase the number of teams to 9 and deploy around the country (e.g. Pretoria, Durban, Cape Town)
7 months into the business we are absolutely in track to meet the target for the year.
Average donation value is running at +- R120 per month which is above expectations.
The income raised in year 1 will be +- R7 million.
The return on investment for the NGO’s is 2,9
The teams are provided with iPads to capture donor data
They are “dressed to look the part”
Other collateral at the point of contact includes pods and banners
A backend system is in place to ensure successful on-boarding of donors which includes sms, emails, mail packs and phone calls.