Q: Why
hire Pareto Fundraising?
A: The Pareto Effect
Charities whom choose to work in partnership with Pareto
Fundraising achieve brilliant results, and put simply, this is what
the Pareto Effect is all about. In 2006 Pareto Fundraising worked
on Christmas Appeals for two new clients, the Australian
Conservation Foundation and Cancer Council NSW.
Both achieved a massive increase in ROI and net income compared
to the previous year. This is how they did it.....
Cancer
Council NSW Case Study
Simone Wilson, Direct Marketing Manager, The Cancer Council NSW,
spoke to us about the benefits of working with Pareto Fundraising
on their 2006 Christmas appeal.
“Working with the Pareto Fundraising team took us out of our
comfort zone. They have the industry-wide experience to know what
results other charities are getting, because they are always
testing new ideas with other clients. That gave us the confidence
to do some things differently in 2006.
For example, we had a gut feeling we could go for higher asks
but Pareto Fundraising had the evidence and convinced us to
actually try it.
The tone of the letter was different to our usual appeals. It
expressed a more urgent need with a deadline and income target. The
ask levels were higher, because Pareto Fundraising used a more
positive ask amount calculator. This made sense because of the
deadline and the clear need to raise funds for more research. And
we found we got a higher response rate, as well as a higher average
gift.
Overall I think it proves that even big charities can still
learn a lot. Making the move to Pareto Fundraising in August 2006
has proved to be the right decision for us".
| “Because the appeal
did so well, The Cancer Council NSW has the money to fund three
extra research projects in 2007 that would otherwise not have been
able to be funded.” |
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Australian
Conservation Foundation Case Study
We also asked Jock Beveridge, Marketing Manager, Australian
Conservation Foundation, what difference it made using Pareto
Fundraising on their Christmas Appeal in 2006.
"For our 2006 Christmas Appeal we took a more data-driven
approach, using the history of people’s donation patterns and what
they’d given to before. This is the sort of analysis Pareto
Fundraising helps us with, and it turned out to be an absolutely
critical aspect of this appeal’s success.
The tone of the letter was also different. Climate change was a
hot issue in the media and was generating a lot of interest, and I
think we tapped into that well.
We also prepared our donors well by sending an email beforehand,
letting them know to expect something specifically on this
issue.
The response from the donors has been overwhelming. Not just
financially, but also in terms of engaging donors. We had an
unusually high number of people writing to us, wanting to know
whether we had reached our target, expressing their views, wanting
to contribute to thinking around the campaign, reflecting on their
own support of ACF over many years, and thanking us for our
work.
The fundraising team relished the new ideas and energy Pareto
Fundraising brought to the table. They certainly challenged some of
our conventional approaches to our appeals, and found that to be a
real positive impact on the team here.
In fact the appeal generated a lot more interest across the
organisation in how we engage supporters and do our appeals. We’re
all excited by the results and what the extra income will enable us
to do over the coming year"
| “The extra money
gives us the confidence to start the year with a significant
investment in the most critical and all-consuming environmental
issue facing Australia today – climate change.” |
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For further information about Pareto Fundraising, please contact us | 