Artsen zonder Grenzen communiceert via de telefoon
Hier bij De Toekomst van Fondsenwerving proberen we zo veel mogelijk praktijkvoorbeelden te delen. Onderstaand geweldige voorbeeld van Artsen zonder Grenzen heb ik vorige week gedeeld op 101fundraising.
Some years ago Médecins Sans Frontières Holland raised restricted income for victims of the floods in the Philippines. They ended up raising more than they needed, only discovering this approximately eight months later.
At this point, they decided to do something different. They decided to phone their donors to thank them, explain the situation, and ask if they could use the funds elsewhere. After all, there were plenty of other crisis situations around the world, e.g. the ebola-crisis that could benefit from their generous donations.
Of the nearly 6,000 donors they managed to contact, 94% responded positively, 5% did not wanted to engage in a conversation, 1% wanted to re-direct their funds towards the ebola-crisis. Only 15 donors wanted their money back. 0.25%.
Robert Jan Oosterhaven, at that time Coordinator Private Fundraising for MSF Holland:
“The response on the phone call was very positive. Many people did not perceive their donation as earmarked. Almost everyone thought that using these funds for other projects was a non-issue. ‘Naturally’ was the most heard word in these conversations. It showed a great deal of trust in MSF.”
Like many loyalty campaigns this campaign was also not set up to be measured and analysed in detail. However, analysis afterwards showed that donors that were reached through this phone campaign showed a significant higher income per donor (+20%) in the 18 months after the campaign than donors that were not reached.
Waar normaal gesproken dergelijke berichtgeving per email, post of misschien wel helemaal niet zou plaatsvinden, koos Artsen zonder Grenzen voor een persoonlijkere vorm van communicatie via de telefoon. Is deze grotere investering te verantwoorden? Ja. De cijfers laten dat in dit geval eigenlijk al na 18 maanden zien. Bovendien is er dan ook nog het langere termijn effect.
Wie heeft er ook zo'n mooi voorbeeld dat we hier kunnen delen? Laat het ons weten!