optionaler Text

Martin Kuenzi, Head of Marketing

The desperate battle for young and lasting donors

ECNC 2012 - Madrid

The Salvation Army must be a life style!

Soup, soap, salvation - today!

3

4

Some Stats(only partially translated)

Donor profile in general

Total donors

Women

Men

%

Donations according to age in %

Age

above 64

51 - 64

35 - 50

less than 34

%

Average donation amount according to age and education

Angabe in CHF pro Haushalt; nur Spendende; n = 1105

Frage F9

< 34 35-50 51-64 65 > tief mittel hoch

918

572586

1015

772

521

269

low middle high

in CHFin CHF

Ideal donor profile

n = 1530

Frage F6a

- Women

- above 34 years of age

- middle to higher education

- monthly Salary above CHF 4’000.- (€

3’300.-)

Nein28%

Ja72%donate

don’t donate

Reasons for not donating to a charity

Angabe in Prozent; Personen, die im vergangenen Jahr nicht gespendet haben; n 2011 = 426

Frage F6b

My own financial situation

Missing trust in organisations

Do not get financial support myself

I am in education

Donate directly to my own relatives

No interest

No proper allocation of donations3

3

4

7

9

25

42

3

5

3

12

3

17

46

%

Could you imagine to support a charityin your testament?

Total donors

Women

Men

< 34

35 - 50

51 - 64

> 64

%

Structure of Inhouse-Donors at Swiss Salvation Army

Structure of Cold-Mailing at Swiss Salvation Army

What we do.

Marketing ConceptRelationships

- Do not think of your peers as your donors, but as people in need of anything the Salvation Army has to

offer.

- Accompany young people throughout their everyday life and let them always have a positive experience in

contact with the Salvation Army

- Look out for ambassadors of any age that influence your target group.

Measures (put in place by the Swiss Salvation Army)

- Create your Salvation Army style

- Keep pioneering and challenge young people

- Emphasize on volunteering work

- Take an active and visible role in society.

- Pray

Offer

- The Salvation Army is a life style.

- Based on Christianity and the pioneering spirit of

the Salvation Army of its early days we want to

change the world locally - and we need your help.

Measurement

- Comprehensive monitoring of fundraising

- Effectiveness in marketing

Stories

- Let people play a role in your story.

- Let them share their story.

- Let people feel real need / emotional aspects

- Make sure that the Salvation Army is perceived as

an enabler.

Marketing goals:

1. Strive for younger generation

donors

2. Understand the fundraising

market and focus on effective

measures

3. Create a long term strategy in

fundraising

Play an active and visible role!

Make them part of your story

Let people feel the need.

Is it all about FB, Twitter and mobile?

!Source: Charron, C. et al., 2006. Social computing.

Let them share their story

Feel great! App

End of start.

Head of Marketing

Martin Kuenzi

Thanks.