Telephone fundraising

Defenders of Wildlife: multi-channel direct marketing integration

by SOFII

With more nonprofits engaging in online marketing, those that are coordinating their messages or campaigns across many channels are standing out above the crowd.Defenders of Wildlife are leaders in the field and here we look at three of their campaigns to highlight some of the best multi-channel integrated marketing in the sector.

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African National Congress: the emergency pre-election fundraising, from 1992

Mendi Msmimang meets Nelson Mandela in London in 1990.

by SOFII

The ANC campaign that pioneered professional political fundraising in the UK and offered the British public the chance to play an active role in getting rid of apartheid forever.The campaign raised £2 million in six months with no budget and just one paid member of staff.

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The Chilean Bible Society: mobile phone texting campaign

by SOFII

SOFII's first exhibit from Chile. This is a very clever use of text messaging with an intriguing involvement device built in, in the form of a Bible knowledge quiz. Each text generates a small donation and increases the sender's bible knowledge, which must suit the Chilean Bible Society very well.

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UNICEF India: the ‘tele-facing’ campaign

by SOFII

This novel approach to re-qualifying potential major donors sits between telephone and face-to-face fundraising. It is an example of how telephone fundraising and face-to-face fundraising are evolving and being adapted in India to take account of the country’s large population and distinctive business culture – with quite impressive results.

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Los Angeles County Museum of Art: capital campaign

by SOFII

How direct mail and the phone together can secure massive support from lower dollar donors. By following the approach described here, nonprofit organisations that find it difficult to reach very wealthy donors can supplement their capital campaign.

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Strømme Foundation: ‘poverty buster’ (‘fattigdomsbekjemper’)

A special group with a special mission. The ‘poverty busters’ get access to their own website, merchandise and activities.

by SOFII

Strømme Foundation is an innovative Norwegian charity working to fight poverty in the developing world. The scheme is an imaginative way of engaging younger donors.

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Bulgarian Red Cross: ‘one SMS, one hot meal for one Bulgarian child’ campaign

Above and below: powerful posters were developed for the campaign.

by SOFII

These campaigns successfully united several established fundraising techniques including building corporate alliances and the use of new and old media.

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RSPCA’s ‘sow tethering’ telephone campaign

Free range pigs

by SOFII

Any marketing campaign that can have such an impact on members of parliament on the eve of taking their country to war has to be worth recording. This campaign is notable as one of the early UK examples of fundraisers using the telephone.

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