1. Succellerator Fundraising
TIME NORMALIZED FUNDRAISING DATA ANALYSIS

2. Context & Background
 SOS Children’s Villages is a Vienna, Austria-based federation of fundraising
offices that support orphans in hundreds of programs facilities around the
world
 The US Affiliate labored under poor brand recognition
 The Norwegian Affiliate granted the US Affiliate money to invest in
expanding fundraising programs
 The US Affiliate identified so-called “Face-to-Face” fundraising
 The earnest young people in malls and pedestrian-traffic-heavy streets asking you for a
moment of your time to support the cause

3. Context & Background Cont’d
 Logistics
 Face-to-Face Vendor: Direct Dialogue, Inc.
 Pilot in MetroDC at 3 major malls
 Lake Forest
 Arundel Mills
 Marley
 Context
 Norway & Maryland are roughly comparable populations
 Hence the demographic data to help the Europeans understand the scale of the US

4. September 20‐21, 2007
SOS Symposium on Direct Dialogue
Published by Succellerator Enterprises, LLC
January 2013

5. SOS-USA SWOT Analysis for Direct Dialogue
Strengths Weaknesses
• Established mission/brand worldwide • Low brand recognition
•Child/Village product • New program (in-house learning curve)
•Online program can support this younger
market for recruitment and communication
Opportunities Threats
• Expand to a younger market •High attrition
• Create new source for monthly giving •Misrepresentation by reps
• Increase brand recognition •No independent research on market
• Drive internet traffic, gifts •Proprietary restrictions on sharing data
with other NGOs
Published by Succellerator Enterprises, LLC
January 2013

6. III. Market
Mall Demographics
• All three have 60% female, 40% male patrons
• Age breakdowns are detailed below
• Household income:
Published by Succellerator Enterprises, LLC
January 2013

7. Area population is significant
Source: US Census Bureau
Published by Succellerator Enterprises, LLC
January 2013

8. IV. Objectives
Our plan for direct dialogue was to:
• Recruit 500 sponsors in Q4 2006 (Pilot)
• Roll-out full scale program in 2007 to recruit 2,000 donors
• 2007 Budget: $386,000
• 2007 Expected Income: $237,600
Published by Succellerator Enterprises, LLC
January 2013

9. V. Results
Donors CountOf
Nov 2006 - July 2007 Month Gender
Signed Donor
Donor Recruitment: Nov '06 132 Female 853
• Donors recruited = 1,698 Dec '06 90 Male 842
• Active = 1,167 (69%) Jan '07 252 Unknown 3
• Cost:
Feb '07 227 1,698
• Income: $147,500
Mar '07 304
(60% of goal)
Apr '07 251
Additional Benefits:
May '07 293
• Spike in Web donations
June '07 93
• 150 free qualified leads
• SOS village alumni discovered July '07 56
1,698
Published by Succellerator Enterprises, LLC
January 2013

10. Published by Succellerator Enterprises, LLC
January 2013

11. Published by Succellerator Enterprises, LLC
January 2013

12. Direct Dialogue Donor Age Histogram
100
90
80
70
60
50
40
30
20
10
0
Published by Succellerator Enterprises, LLC
January 2013

13. Non-Direct Dialogue SOS USA Donor Age Histogram
160
140
120
# of donors of that age
100
80
60
40
20
0
20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60 62 64 66 68 70 72 74 76 78 80 82 84 86 88
Age Cohort
Published by Succellerator Enterprises, LLC
January 2013

14. 160
Comparison of DD Donors to Non-DD Donors
140
120
100
80
60
40
20
0
18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60 62 64 66 68 70 72 74 76 78 80 82 84 86 88
Published by Succellerator Enterprises, LLC
January 2013

16. Published by Succellerator Enterprises, LLC
January 2013