Fundraising to Diaspora Communities Online

Global Giving Webinar SeriesPresented in conjunction with

Kosovo-Addis

Online Fundraising to Diaspora Communities

• What is Diaspora Fundraising?• Is it right for my organization?• Real Life, Right Now Case Study: Catholic Relief Services and the Hispanic

Diaspora Community• Real Life, Right Now Case Study: OIC International and the African

Diaspora Community• Real Life, Right Now Case Study: SOS and the Indian Diaspora Community• Common Themes and Best Practices

This webinar will be co-presented by Kosovo-Addis, a small online marketing and fundraising company focused exclusively on helping international non-profits - led by Erich Fasnacht, former Director-level marketer for CARE-USA. Kosovo-Addis is currently working with SOS Children’s Villages, Project HOPE, Millennium Water Alliance, OIC International, FIMRC, and KDI India Initiative, among others.

CRS Hispanic Marketing

CRS Raise awareness among US Hispanics Online

• In July, 2008 CRS officially launched its Spanish-language website (www.crsespanol.org)

• By the end of Q4 of CY2009, the Spanish language website had 22,532 visitors. In January and February 2010, we had a total of 18,882 visitors to the site.

This increased traffic can be partly attributed to Haiti emergency content. CRS currently has several promotional strategies aimed at driving traffic to the website including Natural Search Engine Optimization, and Spanish Language Pay per Click Advertising.

CRS

• Quarterly Spanish language electronic newsletter- CRS en el mundo- launched in July 2009

• Facebook Fan page in Spanish, http://www.facebook.com/pages/CRS-espanol/164049599660?ref=ts , launched in October 2009. Fan page has 512 fans of 3/1/2010

CRS Radio Helps Create “Air Cover”

• Spanish language radio is increasingly popular in the U.S. with a 64% increase in the number of stations in the last ten years.

• In 2008, CRS developed Spanish-language radio content including three minute radio features and :60 and :30 second public service announcements.

• The spots feature two Hispanic celebrities: Ana Maria Montero, a correspondent for CNN en Español and Ed Trucco, of the acclaimed film “María Full of Grace.”

CRS Donor Services is Important

Since fall 2007, several initiatives have been launched in order to personalize CRS’ relationship with our Hispanic donors, especially Spanish speaking donors. These include:

• Direct mail campaigns (Christmas, Easter, Summer, All Souls)

• Our 2009 Christmas Spanish language campaign had a 5.8% response rate- the highest response to date on our targeted Hispanic mail campaigns

• Online monthly giving program on www.crsespanol.org

• Spanish language thank-you calls to our Spanish speaking donors

OIC International

OICI – The African Diaspora• Board members and staff excited to reach out to African

immigrants in the U.S., from Ghana, Liberia, Cameroon and other countries where OICI has a strong presence

• A thorough vetting process revealed that:– Each individual wanted to give directly back to their own country, and

not Africa in general– First and second-generation immigrants were already giving back via

remittances– Little interest in giving Unrestricted funds to support global efforts or

overhead

• A decision was made to identify a different target in the U.S. who could more readily support OIC International

SOS-India Current Site

SOS-India

• India is SOS’ largest country office for programs• There is a large and growing Indian population in the

U.S., which is also wealthy• A decision was made by the KDI central office to create

an India Initiative• The effort is focused on a microsite, banner-ad

campaign, special landing pages, social media and and email capture

• There is a set of burgeoning offline activities to support the online effort

SOS-India

Campaign Highlights • Total estimated income through single gifts:

$24,000 • Total actual income through single: $25,831 • Estimated average gift: $25• Actual average gift: $41

SOS-IndiaOffline Fundraising Channels Used

Direct Mail• Diwali is the biggest festival in India; therefore the goal was to launch our

communication campaign right before the festival. The theme of the direct mail was Imagine No Diwali and was supposed to be sent out end of September. The mail was delayed by India for over 2 weeks and didn’t drop before 17th October.

• The direct mail was sent out to 96,000 Indians in America, who have an income over $45,000 and who have previously donated to a similar cause.

• Cold mail sent out through SOS USA gives a return of 1% and average gift of $18. For India, initially we predicted a 1.5% return but brought it down to 1% as that is a standard followed for cold mails in USA; we predicted a standard gift of $25 per donor.

• The average gift of donors through the Diwali mail is $41 which shows that we got quality donors. And this mail wasn’t even a premium piece.

SOS-IndiaMicro-site and online banners

• We decided to bolster our exploration by creating a micro site which focuses squarely on India and promote the micro-site separately from the SOS-USA site.

• Our www.SOS-India.org micro-site has over 20,000 unique visitors. This means that 20,000 new people learned about SOS India and the cause and will likely donate or sponsor in future.

• This site is updated on a regular basis and currently is running a Holi/Spring theme

• We promoted child sponsorship through banner advertising and the micro site. We got 85 sponsors with an average gift of $41. Average ROI without attrition for 12 months is $41820, 24 months- $83,640 and 36 months-$125,460

SOS-India• We ran banner ads on most of the popular Indian

websites. We regularly monitored which sites are doing well and which are not and eliminated or added sites accordingly.

• Through this campaign we tested many different creative and eliminated creatives which didn’t perform well and pushed creative which generated high response.

• Our online banners performed better than our regular SOS USA banner ads

No Diwali This Year

No Diwali This Year

SOS-India Holi Banners

Common Themes and Best Practices

• Members of Diaspora communities want to give back to their own countries

• Online methods are a cost-effective way to reach these niche communities, via microsite, targeted banners, social media, and email

• Online methods benefit from offline activities, such as mail, volunteer programs, celebrity engagement, etc. which can be inexpensive and well-targeted because it is a niche market

• Super-volunteers can be found inside Diaspora communities• Thinking through the full donor experience is important, as you will

need to service donors in the long-term• Average gifts, response rates, Cost-Per-Click and Click-Thru-Rates

can be consistently higher for these types of campaigns than for the normal marketing activities to the general population

Common Themes and Best Practices

• Tying your organization’s marketing efforts to holidays popular in the community you are targeting works.

• Having a person who is a member of the community you are targeting on the communications team is important

• There may be less competition than you think• You should not think of an effort like this as a quick test – you

should commit to it as a long-term program

Millennium Water Alliance

Global Giving Webinar SeriesPresented in conjunction with

Kosovo-Addis

Erich FasnachtKosovo-Addis404-431-0995

eMichael@Kosovo-Addis.com