Amnesty International

Great Donor Care from Amnesty International

No Comments

You know how we all worry about overheads? Well, Josh O’Rourke, a relationship fundraiser from Amnesty International Australia had a good approach with one of his mid-value donors.

Having met up with a mid-value donor who had ‘only’ ever given $2,000, Josh found out the donor was keen to multiply her donation. The donor asked to be anonymous, but let’s call her Janine after Josh’s mum.

There is lots of evidence that ‘multiplying gift appeals’ increases average donation and/or response rate. The offer is something like ‘Donate by 30 June and our sponsor will match your gift…’

Janine had obviously liked that offer previously.

Chatting with his colleagues in direct marketing, Josh found out there were no matching gift campaigns that she could contribute to at that time. So he turned it on its head and asked Janine to be the ‘sponsor’ who would be matching other people’s gifts!

It turned out she was keen and interested in Amnesty’s campaign on the back of their work with indigenous children. She gave $30,000. Josh was chuffed, as were his colleagues in digital direct marketing. They usually have such a campaign around this time of year and hadn’t got a sponsor. They emailed it today.

Within ninety minutes of the email going out, they had raised $20,000, and will definitely whizz past the $30,000. Janine’s donation will be worth at least $60,000 to Amnesty’s important work.
Amnesty was making sure Janine felt like a VIP.

I hope this Amnesty YouTube video gives you some inspiration!

Author

  • Sean Triner

    Sean Triner is a Co-Founder of Moceanic and Pareto Group. With over three decades of experience in fundraising and a Bachelor of Science (Honours) in mathematics, Sean has a wealth of fundraising expertise to share with Moceanic members and blog readers. He is also a coach and available for bookings on the Coaching+ program for fundraisers to help answer your questions and work hands-on directly with you.

    View all posts
Previous Post
The Most Powerful Fundraising Tool in the World
Next Post
The Pareto Principle – Damian O’Broin’s Latest Blog

Related Posts

Leave a Reply

Your email address will not be published. Required fields are marked *

Fill out this field
Fill out this field
Please enter a valid email address.