Richard Turner and Jennie York from ActionAid came and kindly presented on how they recruit their donors, at the first in the series of The Good Agency free breakfast seminars.

1. Jennie York Richard Turner Donor acquisition is changing

2. “ Whenever I’m invited to write a message to my sponsor, I hear my heart beating quicker than it does normally. Indeed, when I am writing the message, I feel I have not been forgotten, I understand that I have value, definitely I know there are people who think about me. This gives me courage to keep on going to school”. Emelyne writing her child message Burundi

6. Telemarketing Traditionally one of ActionAid’s strongest channels

7. DRTV Once an up and coming star

8. From 2002 to 2005 ActionAid relied on three fundraising channels to recruit 70% of new child sponsors Today, those same three channels recruit only 29% Yet, our recruitment is holding strong, because of channel integration… Press ads Inserts DRTV Telemarketing Member get member Lead generation Tube advertising Cold Mail Door Drops Supplements Banner Advertising Radio Events PR

9. Fear of Integration Myth: Most people are loyal to one channel Fact: 30% of ActionAid new child sponsors sign up online as a result of offline fundraising Anecdotally, supporters tell us they saw a DRTV ad but responded to a mailing! How: Offer people a range of sign up options Time the roll out of each channel carefully Use Above the Line media to uplift response

10. Fear of Integration Myth: Integration robs Peter to pay Paul Fact: Acquisition channels perform better when there is other ActionAid noise, than when rolled out alone Proof: Fully integrated regional campaign: DRTV – 200% increase in PDD sign ups Inserts - 192% higher response rate