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.
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.
Amnesty were making sure Janine felt like a VIP.