New Product Development – Regular Giving

Festival Latino Americano de Captaçấo de Recursos – FLAC 2011

Novos produtos de doação regular de Pessoa Física..

Clare Bickerdike

International Market Development Manager ActionAid International

New Product Development – Regular Giving

Festival Latino Americano de Captaçấo de Recursos – FLAC 2011

Mombasa Meeting 2010

New Product Development – Regular Giving

Festival Latino Americano de Captaçấo de Recursos – FLAC 2011

Regular Giving products

David Barissa Ringa

New Product Development – Regular Giving

Festival Latino Americano de Captaçấo de Recursos – FLAC 2011

New Regular Giving Product – Women of Brazil

New Product Development – Regular Giving

Festival Latino Americano de Captaçấo de Recursos – FLAC 2011 5

Objectives of the new productObjectives of the new product

• Increase the number of supporters

• Enlarge the amount of unrestricted donations

• Achieve a different segment than the one already involved through

Child Sponsorship

• Develop a product that had not being worked before in AA Brazil

• Establish a specific identity and communication with the supporters, to

achieve a better retention

New Product Development – Regular Giving

Festival Latino Americano de Captaçấo de Recursos – FLAC 2011 6

Process of DevelopmentProcess of Development

Create a proper identity focused on a theme that has large participation in the work of AA Brazil

Women’s RightsWomen’s Rights

Tell real stories: presenting real examples of need and overcoming at the same time = problem /solution

We need to educate the supporter + explain the work of AA in a few minutes

New Product Development – Regular Giving

Festival Latino Americano de Captaçấo de Recursos – FLAC 2011 7

ProductProduct

Equal rights for a better life.

New Product Development – Regular Giving

Festival Latino Americano de Captaçấo de Recursos – FLAC 2011 8

ProductProduct

How does it workHow does it work

• Product of regular donation with values varying from R$15, R$30 and R$45

• The donation will be invested where ActionAid decides that has more need or in the way that it has the best results on its work. The donor is informed about this since the first communication.

Communication with the supporterCommunication with the supporter

E-mailE-mail+ Call+ Call

WelcomeWelcomeKitKit

4 reports 4 reports onlineonline

2 printed2 printedreportsreports

Annual Annual reportreport

New Product Development – Regular Giving

Festival Latino Americano de Captaçấo de Recursos – FLAC 2011 9

AdvertisingAdvertising

Channels in this first phase:Channels in this first phase:

• Product’s Microsite: apoiemulheresdobrasil.org.br

New Product Development – Regular Giving

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• Rádio (test): 10 placements in a popular radio station of the largest

Brazilian city, São Paulo.

• Ação Online: “posting day” through a large blog’s network, called

LuluzinhaCamp - www.luluzinhacamp.org.br

• Google Adwords: ads related to the product and theme all year-around.

PublicityPublicity

Channels in this first phase:Channels in this first phase:

New Product Development – Regular Giving

Festival Latino Americano de Captaçấo de Recursos – FLAC 2011 11

• F2F and D2D: recruitment team in São Paulo.

Channels in this first phase:Channels in this first phase:

PublicityPublicity

New Product Development – Regular Giving

Festival Latino Americano de Captaçấo de Recursos – FLAC 2011

Regular Giving products

ActionAid Sweden

New Product Development – Regular Giving

Festival Latino Americano de Captaçấo de Recursos – FLAC 2011

Regular Giving products

David Barissa Ringa

Chikumbutso Ngosi

Brown Motsau

New Product Development – Regular Giving

Festival Latino Americano de Captaçấo de Recursos – FLAC 2011

Regular Giving products

David Barissa Ringa

Chikumbutso Ngosi

Brown Motsau

New Product Development – Regular Giving

Festival Latino Americano de Captaçấo de Recursos – FLAC 2011

Regular Giving products – integrated multi channel campaign

New Product Development – Regular Giving

Festival Latino Americano de Captaçấo de Recursos – FLAC 2011

New Product Development – Regular Giving

Festival Latino Americano de Captaçấo de Recursos – FLAC 2011

New product concepts

• Creative ideas

• New strategy

• Brand development / Brand ‘fit’

• Competitive advantage

New Product Development – Regular Giving

Festival Latino Americano de Captaçấo de Recursos – FLAC 2011

New product development process

New Product Development – Regular Giving

Festival Latino Americano de Captaçấo de Recursos – FLAC 2011

Channels

• Digital – online marketing, social media

• F2F / D2D

• Telemarketing / Telefacing

• Direct Mail

• Direct Response TV (DRTV)

• Mobile marketing

New Product Development – Regular Giving

Festival Latino Americano de Captaçấo de Recursos – FLAC 2011

Challenges

• Small budgets

• Change in consumer behaviour

• Payment methods

• Test period too short – tests pulled too soon

New Product Development – Regular Giving

Festival Latino Americano de Captaçấo de Recursos – FLAC 2011

Challenges

• Low brand awareness

• Tough competition

• Lack of skilled suppliers / agencies

• Fundraising regulations

New Product Development – Regular Giving

Festival Latino Americano de Captaçấo de Recursos – FLAC 2011

Opportunities

• Growing social classes – population and wealth

• International NGOs investing in new markets

• Learnings from other markets

• Emergencies fundraising

• Growth of Digital

• Integrated / multi - channel campaigns

New Product Development – Regular Giving

Festival Latino Americano de Captaçấo de Recursos – FLAC 2011

Questions / Discussion