The fundraiser is the art of asking for the money to complete a project or an organization (association, political party) to carry out its social project.
An association, for example, organizes an auction to fund the construction of a hospital.
General
Private funding of voluntary sector in France is based on a trilogy of gift already largely developed in the uindy soccer camps Anglo-Saxon. It implements three logical phases that make up the gift economy: the exploration of donors, their loyalty and finally obtaining a legacy. This does not seem to do system demonstrated for nearly 30 years, how this trilogy first. For many association leaders, until recently, the unfolding of these three stages was much more than the inevitability strategy marketing voluntary. For twenty years the awareness of the effectiveness of the marketing approach has prompted organizations to professionalize their approach.
But the private fundraising associations existed long before the introduction of modern leather handbags marketing techniques.
There are many techniques for collecting funds. All have at their level of interest in the characteristics of the association, the cause of the target. They can coexist with each other and create positive synergies.
Techniques
The traditional fundraising
Quests
They are now in sharp decline, and this for several reasons:
- they require a number of ugg boots administrative and judicial authorities,
- a large contingent of militants is needed to implement them,
- they do not result in the receipt issued by the administration required to qualify for the tax deduction,
- they can not compete with new media in terms of “power” of collection,
- the low valuation of volunteer work.
They may, however, in the case of a decentralized organization with an extensive moncler network of volunteers to complete an “arsenal” of tools for collecting, creating a more direct link between the donor and the association and communicating locally .
An estimated 25 or 50 million the amount collected by Conajo Quest in France today if we do not accept the quests in the churches for the worship of the penny. Reported at 2.7 billion euros[a] collection from individuals, we can measure the weakness of this position.
Recoveries
The scrap ofAbbe Pierre in the 50s have fully understood the potential of the society of overproduction and overconsumption.
There is a potential Mise A Jour Cms funding surprising. All you need is a good idea before anyone else … glass collection (League against Cancer), clothing users (Palsy Association of France), radiographs (Pharmacists without Borders) …
This principle of recovery is part of a wider reflection – and that has yet to develop – the “louis vuitton handbags levies” or what is still called “painless solidarity” levy on tickets for shows, samples centimes each payment by credit card, recovery of foreign coins …
Festivals, events, galas, …
It forms one of the most commonly used by organizations to obtain funding. The Anglo-Saxons are past “masters” in the art of transforming a party in a real operation “fundraising” (view Gin Mill Galleries). If the French know how to conduct the auction on the bride’s garter, they still feel a great annoyance to organize an auction to fund the Christmas leukemic children.
The practices most in use in France are raffles, lotteries, bazaars and rummage sales. They may constitute interesting potential, particularly for local associations.
Raffles, lotteries, lotto, …
The financing of activities by the game are not new. We know the most striking example of the National Lottery dedicated to veterans organizations (Broken Mouths). In Spain, the rapid development of the association of the blind, “ONCE”, based on the lottery held since 1936. ONCE is now worth 3 billion euros.
To a lesser extent, of course, the associations can organize 18 Years Old lotteries, raffles. The legal and tax incentives have been poorly. To recall, and although conditions have eased, gambling is still banned in France since the Act of May 21, 1836. These “charitable gaming” have a number of administrative legal and tax compliance.
Subscriptions to a journal
Information is a need for associations, this would be to frequently tighten the chanel handbags ties that bind all members.
But beyond this need, some associations may have material information that may be interesting to publish and profitable to sell.
The new methods
Television and mass media
Television and mass media have, in fact, become very important in the Demo Joven development policies of the major associations. “There is no more indignation and outrage … Image based humanitarian and charity work.” The media fund charitable purposes, while the action is to turn on media “[2]. In short, the mainstream media and, especially, television must now be regarded as instruments of social marketing.
It is television that has created the event in 1987, bringing to the forefront the Muscular Dystrophy Association in France, thanks to Telethon (100 million euros in just over 24 hours in 2007). That day, television has served as a catalyst of great humanitarian and altruistic motives of the French public. It opened the era of Alpha Budhapest Télécommunion.
More and more organizations are using mainstream media, or to collect funds directly, or to “boost” their mailing operations.
Despite their cost prohibitive for small associations, advertising spots or direct marketing provide essential support for guys with no iphones fundraising campaigns, especially to convince audiences of prospects. Such campaigns must, of course, intervene on a national level.
The philanthropic sponsorship
The funding of associations by firms has become a major phenomenon in France (2.5 billion euros of sponsorship reported in 2008 by French Oly1.mobi companies) .
The sponsorship or sponsorship has been so far turned to sports, cultural or research. It seemed at first that such a mode of communication, it can be rewarding for the company, would have been resented by the public when it was charity.
The social patronage remained undeveloped because modest and silent, initiated mainly by the personal commitment of the manager or managers of it.
In fact, attitudes have changed much today as part of the public that the associations and businesses.
The perception of a “gift” has changed: it increased gradually from Puritanism whose state of mind develops the responsibility of the individual discretion of the charitable gesture, the refusal of the pump and waste, to a vision more baroque and media charitable action.
The group action has become more and more media, and the public has more interest in charitable work. Thus, the positive image enjoyed by this type of action makes it an ideal medium for business communication: the company can communicate through these new media become charitable activity and the association that organizes .
Direct marketing
Direct marketing, as defined by Dominique Xardel, direct marketing “concerns all the activities by which a seller, without recourse to other instruments that the various media now available, making the transfer of material goods or service to a buyer. It uses the media of direct mail, catalog, newspapers, computer and telephone from files or databases.
It can therefore be established between the customer, the correspondent or the donor, an objective link, a contact that can be targeted by a comprehensive real exchange maintained regularly.
Direct marketing, by its specific features, offers significant benefits:
- targeting the population surveyed improves the effectiveness of action taken,
- allows mail addressed to argue ideas, proposals, so as to be more convincing as they are complex, which is usually the case causes associative
- the possibility of obtaining a return mail can appreciate in the short time return on investment, so it’s possible to test Relentless chanel efficiency,
- Finally, retention of the correspondents who are in the case of potential or actual donors, may be reinforced by the correspondence when a file is established and properly maintained.
The transposition of these techniques to the voluntary sector has made a natural way, since the advantages of direct marketing reflect the needs of associations:
That association seeks the “trigger action” is no doubt. His aim in the implementation of direct communication, is “to give” or change juicy couture outlet behavior.
The population of donors is perfectly focused. Consequently, the marketing techniques that can accurately point the target, are welcome.
The complexity of the product is obvious, it is necessary to argue. This requirement imposes direct marketing.
Associations more than any other organization should be very careful with the use of funds available to them. Direct marketing allows you to measure scientifically the impact of actions, and we know so that reports an arithmetic franc spent.
Finally, the importance of fidelity of donors, which we discuss later, is supporting the fifth condition of an optimum use of direct marketing. The creation of a file “direct marketing” is a true “goodwill” for the association. This well maintained (exchange of correspondence, information, solicitations, and thanks, made easier by direct marketing) ensures continuity of the association’s resources.[4]
It is no doubt that the adequacy of direct marketing approach to fundraising which has facilitated the adoption by associations in the mid 70s.
The results obtained by the extensive use of direct marketing techniques have sparked a growing interest from large associations.
While they were only a few dozen to use the mass media of direct marketing in 1975, hundreds of them commonly use them today.
This success is not due to chance, the virtues of direct marketing that goes to private financing and advertising associations in general are widely recognized.
In the case of associations, direct marketing reinforces the anonymity and privacy of the gift.
But direct marketing can be as a tool for development of the reputation and image.
It is the ultimate multifunctional object that fits all situations.
The mailing is the most used and most effective current means of the acquisition, retention and collection of funds made available to marketing managers. It is a key element of direct marketing where profitability has been proven long ago by the companies that have laid the groundwork for the mail for nearly half a century, namely Redoute (since 1922) or Trois Suisses (since 1932). After decades of fundraising, it remains the number one tool for fundraising associations and foundations in France.
There are of course other direct ralph lauren marketing tools. Some are classics like the phone, often used as a tool for canvassing for a decade. Very discredited, although these results are very interesting in further operations mailings in reviving inactive donors, maintenance of “major donors” in calls, telephone marketing is making considerable progress in our country because it is the media “interactive” par excellence, since it allows direct dialogue with the donor.
These include “asylum-package”: it is to carry a message by a non-competitor. The performance of such operations is very low (0.1 to 0.3%) but their low cost makes them quite interesting. Indeed, what may be termed the right of asylum for the message is very economical: 0.20 to 0.50 franc (Example: message sent to the charity electricity bills, account statements from banks etc..) .
Somewhat in the same spirit, couponing-press is to publish a reply coupon in an article or an advertisement in newspapers or magazines. Again, the performance of such an operation is very low, the same order of magnitude that asylum-operation package and it is, cons, of interest to a charity if space is available by newspaper or magazine.
Sponsorship-solicitation, we could also call the sponsorship relationship, the marketing tool is the simplest and least expensive: each member or supporter looking around her friends, relations that can raise awareness and interest in the action of the organization to which he belongs. Such action may be primarily devoted to volunteers who are the ambassadors of the organization. This relationship marketing is often very effective. It is even more if we can contact opinion leaders belonging to the political, scientific, sports or show business.
Through a network of more or less close, an organization can expand its audience: Pimp Your Myspace, organizing conferences of the association’s goals, explaining their needs both physical and financial or human, a member or sympathizer can create a dynamic, and sometimes raise significant funds. Such actions are very closely related to the communication strategy and public relations association that develops and we will come back a little further about sponsorship, philanthropy and corporate sponsorship.
The effectiveness of an association through its impact on the public and the media it passes, also, by mastering the tools of modern communication.
Even though the fundraising on the Internet is still in its infancy in France, we must, in the wake of telemarketing experience, emphasize how it is full of hopes and opportunities. The fact remains that the public traditional donor is still far from mastering this kind of tools and it seems very unlikely that the grandmother of 85 years comes to trigger payments to a particular cause after s’ be connected to the Web.
The facsimile (fax) and can also send an email exchange with a company like the telex. Its speed of implementation is as fast as the text is transmitted via telephone lines. only text but also images, photographs, diagrams, charts, etc. ….
Relayed by a phone call, the fax may have a significant impact, particularly for media operations.
Overlook a company with which the organization seeks to make contact, the modern means of communication and management before it, is positive and therefore favorable for the trial to be focused on “business Associative “his image will thus credited and improved. It is, indeed, certain that the changing relationship between the environment and industrial environment charity is done for several years towards closer links and contacts. In practice, the association funding by firms is becoming increasingly common, and this reduction is associated with a media more and more pronounced, which is necessary since the industrial environment “is interested in charity.”
Within these broad categories of components, Yohannes Wijaya involved more or less systematic fundraising.
Debits
After setting up experiments Debit donations very laborious in France. With the exception of associations to sponsor children in the Third World.
Many organizations have turned their gathering point in collecting by direct debit. Following Doctors Without Borders was able to convince a significant portion of his file, the major French associations and foundations have rushed into the breach and we experienced very strong growth. These increases are close to a specific approach to fundraising, introduced in France at the beginning of the XXIth century, the street fundraising.
What is street fundraising.? The recruitment of new donors by direct debit in public places by going to present them for their association and propose to support its action. Hybrid of the traditional quest and street marketing, it combines two important components to raise funds through voluntary: the street and humans.
But unlike the quest, there is no payment in cash or by check.
With this approach proximity, street fundraising association offers the opportunity for dialogue, exchange link with donors younger, involved and worshipers.
Major donors
Difficult to feed such a topic. in France, there is not, strictly speaking independent research strategy of major donors. The relationship to money is probably very different in France compared to Anglo-Saxon, so that it does not advertise ostentatious donations. The major donor prefers to praise the discretion to excessive exposure of its generosity. The fact remains that the search strategies of major gifts are implemented in organizations by skimming files working more personalized segments of the most generous donors. Here, as elsewhere, the 20% of donors who make 80% of the mass of gifts are also available. That is, by cons, not very operative is to establish a fundraising strategy only on “I look like my mom major gifts”.
We can, however, not to mention the experience of the Foundation of France, thanks to a sophisticated political trust has attracted to her great fortune, interested to establish internal-sheltered foundations.
And how can we not say a word of Fund raising for the benefit of St Augustine of Hippo universities and colleges. Since 1 August 2007, the Pécresse wxCL law on university autonomy, allowing the establishment of national partnership of universities and foundations, unincorporated, is launching the movement of the search for private funding for universities like their Anglo-Saxon cousins.
