Friday, June 24, 2016

Great Donor Care from Amnesty International

You know how we all worry about overheads? Well, Josh O’Rourke a relationship fundraiser from Amnesty International Australia had a good approach with one of his mid-value donors.

Having met up with a mid-value donor who had ‘only’ ever given $2,000, Josh found out the donor was keen to multiply her donation.  The donor asked to be anonymous, but let’s call her Janine after Josh’s mum.

There is lots of evidence that ‘multiplying gift appeals’ increases average donation and/or response rate. The offer is something like ‘Donate by 30 June and our sponsor will match your gift…’

Janine had obviously liked that offer previously.

Chatting with his colleagues in direct marketing, Josh found out there were no matching gift campaigns that she could contribute to at that time. So he turned it on its head and asked Janine to be the ‘sponsor’ who would be matching other people’s gifts!

It turned out she was keen, and interested in Amnesty’s campaign on the back of their work with indigenous children.  She gave $30,000.  Josh was chuffed, as were his colleagues in digital direct marketing.  They usually have such a campaign around this time of year, and hadn’t got a sponsor.  They emailed it today.

Within ninety minutes of the email going out, they had raised $20,000, and will definitely whizz past the $30,000.  Janine’s donation will be worth at least $60,000 to Amnesty’s important work.

Amnesty were making sure Janine felt like a VIP.  

I hope the Amnesty example gives you some inspiration!

Amnesty match appeal email campaign


Josh ORourke said...

Hi Sean,

Thanks for the post. I’m just coming back to you on the tax appeal results now that the dust has settled. 

In short, the matched-giving component of the appeal far surpassed our expectations. Supporters donated $78,400 in just 24 hours - smashing our original target of $30,000. 

This was the most successful matched-giving appeal we've done to date. 

It is also the first time we've done a public-facing fundraiser in support of our Indigenous work. The strong result gives us great confidence to continue down this road, knowing our supporters are responsive.

We can’t thank Janine enough! We couldn't have done this without her support. Together we turned $30,000 into $108,400 in 24 hours so that more Indigenous kids can grow up in happy, healthy communities - not in jail. 


'Sean is always learning' said...

Thanks Josh, and well done team Amnesty.

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