WaterAid

High Value Donor Programme

Some of our clients are able to show potential mid/high value donors the difference their support could make at first hand; the RSPCA for instance.

Others, including development charity WaterAid, find this much more difficult because they don’t work in the UK. For these charities ‘closing the gap’ between the potential donor and the work being done is all the more important.

We have been working with WaterAid recently to tackle this problem head-on, and have developed a radical new approach to their high value fundraising. The new strategy brings carefully targeted donors really close to a specific project, and various communications (including an event) build their knowledge of the project before we ask for a significant investment. The ‘mantra’ of the new strategy is Inspire, Inform, Involve, Invest.

• The blog based around the water aid works project has generated a fantastic response, and the ‘Investment mailing’ which makes the first financial ask has beaten all of the targets set. (Gross income and ROI were both 54% up on target)
• High value fundraising is an important income stream for many of our clients, and this example shows how we are able to grow that income stream by developing and executing innovative and appropriate fundraising strategies.