Making the case of investing in Acquisition for Caritas Australia
Why we were needed
Following an earlier strategic review that lead to an investment in additional direct marketing staff, Caritas were eager to accelerate their rate of growth by investing in regular giving acquisition.
What we did
We ran workshops with the fundraising and supporter care teams to identify the most receptive audiences for acquisition and then evaluate the channel options. Using our comprehensive more money tool we created a series of investment scenarios for consideration by the Board. Each scenario created a five year monthly income and expenditure projection taking into account variations in: initial investment, response rate, conversion rate, upgrade rate, average cash and regular donation, attrition rate, internal prospect volumes and conversion methods. In all there are nearly 200 variables across 19 linked spreadsheets. Using these models we helped Lizzie make a case to the Board for investment.
The difference it made
In January 2013 the Board signed off on the largest investment Caritas has ever made in fundraising.
What we enjoyed
Having worked with Lizzie since 2009 it has been great to watch her really grow as a fundraising leader. Not bad for a Liverpool fan…