The Red Cross gives its work a face
In its new fundraising campaign, the Swiss relief organization is focusing on the gratitude of the people it has helped rather than pity. The SRC is also taking an innovative approach to donation channels in its current campaign.
In the highly competitive donations market (see interview below), the balancing act between emotionalization and a sober presentation of reality is part of daily business. Michel Henry, partner at one marketing services AG bsw, knows this too. The agency, which specializes heavily in fundraising, is responsible for the Swiss Red Cross's current "I am a fan" campaign. "Fans" are people like Rosius from Haiti, who tells in the 30-second TV spot how he lost everything in the 2010 earthquake and now has a roof over his head again thanks to the help of the Red Cross. Or Chérifatou, who was able to give birth to a healthy baby boy and stay healthy herself thanks to the provision of medical care, the assurance of hygienic conditions and the presence of a trained midwife. "We deliberately focus on a positive message and avoid pitying images," says Henry and continues, "the reduction to a real person who, on behalf of millions of people, tells their individual fate to the viewer at eye level is much more touching and leads to more solidarity." As is often the case with NPOs, only limited funds were available to implement the campaign. The agency and client agreed that these should be used to make the campaign as authentic as possible. Thanks to the regional SRC managers, the recipients of the donations were recruited from Togo, Haiti and Laos. Martin Grossenbacher, Head of Marketing & PR SRC: "Each of the eleven campaign faces represents a key area of our work abroad. These are humanitarian services such as basic medical care, eye care, water and hygiene or emergency aid." According to Grossenbacher, all of the people portrayed took part with pleasure and without remuneration and are proud to help others in need. The new campaign can be seen on television, in print media, at major railroad stations and on the Internet. The aim is not just to appeal to people with an affinity for donations, most of whom come from the 55-plus segment, as Michel Henry says. The campaign aims to encourage younger people to donate smaller amounts. In order to reach these potential new donors, those responsible rely on appropriate channels that make "impulse donations" possible. This includes, in particular, the SMS donation, which can be made at any time and from any location. Banners or Facebook ads as well as a donation app on the Facebook profile of the Swiss Red Cross are also used. In addition, existing and potential donors are addressed with a donor letter.
Simone Fankhauser
Michel Henry, Partner at One Marketing Services AG BSW, on the new fundraising channels
WW: What has changed in fundraising in recent years? The pressure of competition has increased: on the one hand, foreign organizations are entering the Swiss fundraising market and, on the other, competition from national institutions such as universities, zoos and museums is becoming tougher. The latter are forced to raise funds privately due to declining state contributions. Increasing competition results in falling response rates and higher fundraising costs. Professionalism is vital in order to avoid conflicting with the interests of donors. Success comes to those who master the cycle of donor acquisition, retention, upgrading and reactivation and thus professional communication.
What role does the Internet play in NPO fundraising?
Today, you need a holistic approach to marketing, a clear and consistent message, direct dialog with donors and, last but not least, emotion and staying power. The internet with its website, blogs and social media is an excellent NPO channel, firstly because it brings the project work closer to the donor, secondly because it can create more donor proximity through dialog and thirdly because it can be managed with comparatively little effort. Donation income via the internet is also constantly increasing.
The new SRC campaign relies on SMS donations, among other things. Where do you see the advantages?
Donating by SMS minimizes the donation hurdle and reaches both existing and new donor segments. This is because the cell phone is permanently available to over nine million SIM card users in Switzerland. People can donate out of immediate concern, at the same time as the message and therefore from the sofa, on the train or while waiting at the station. In the past, the SMS donation channel was effectively ruled out due to high costs. Today, all NPOs in Switzerland have more favorable rates for SMS donations. As a result, the SMS.
Are there already success evaluations?
Naturally. As an agency that specializes heavily in fundraising, we are constantly working to improve fundraising results. For example, a single Swiss NPO received a six-figure donation via SMS during an emergency aid collection. At live events, response rates of almost 3% have been proven. In general, we expect the SMS donation market to grow rapidly - also in Switzerland. Initially, it was assumed that SMS donations would tend to be small amounts. But this is not the case. People use SMS donations because there is simply no easier way to do good. Interview: Simone Fankhauser
