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Description
The COVID-19 crisis considerably limited individual and corporate giving for activities of civil society organizations (CSOs) and thus made it difficult for them to achieve their publicly beneficial goals. The considerable individual and corporate donations during the crisis were targeted at emergency actions mainly for health institutions and donations for CSOs decreased. The shift of donations to health causes, the economic crisis as well as the underdeveloped practice of giving for human rights-related causes are expected to take even harder toll by the end of 2020 and most likely in 2021 too. The latter trend affected negatively individual donations made for the National Network for Children (NNC). The project aims at supporting NNC as a CSO to boost its capacity to develop individual giving for better child policies. The project envisages restructuring the available human resources in the NNC’s Secretariat to help more efficient management of individual donations and overcome the negative trends of the crisis. The main activity will be to hold a campaign targeted at the general public which aims to promote individual giving for better child policies.
Summary of project results
The main goal of this project was to help the National Network for Children increase its capacity to develop individual giving for better children''s policies. As well as attracting individual donors to support the activities of the National Network for Children, which works for systemic changes in child and family policies.
With the implementation of the project, the National Network for Children was able to achieve the main goal of increasing the capacity of the organization to develop individual donations. The realized consultations with experts in the field and the tested different approaches in the process of implementing the planned activities helped to better understand the processes of implementing campaigns, attracting donors and realizing long-term trust relations with them.
As a result of the activities carried out, a total of 51 donors were attracted, 35 of whom donated a monthly sum totaling BGN 805. This result, apart from a purely financial expression, has a very significant effect on the work of the organization, because with the promotion of the campaign among the general public, the question of the quality of children''s policies has been raised and like-minded and advocates for children''s rights have been attracted.
Marketing approaches were used to plan and conduct campaigns to implement the activities. The organization''s team got to know and acquired skills to apply in practice key concepts from marketing theory such as marketing and communication mix, marketing funnel, segmentation and targeting, buyer persona, customer journey. Given the specificity of the communication environment during the project implementation period, online tools were used to reach the target audiences. With the help of external experts, the team acquired skills in using digital tools such as Facebook Ads and Google Ads. In addition to this, traditional channels (information publications in own and partner media) were also used, as well as live meetings with members of the Network and potential donors.
As a result of the implemented project activities, all 135 organizations, members of NMD, have been involved, informed and committed to the project''s objectives. Their commitment was generally expressed in promoting the NMD donation campaign and attracting monthly donors. Another part became monthly donors and ambassadors of the cause. Overall, the campaign was recognized by the member organizations as an opportunity to achieve sustainability of the organization in the future.
With the implemented activities set out in the project, more than 100,000 people were reached among the general public, to whom information about the NMD donation campaign reached.