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Description
Based on an organisational needs assessment and action plan, this project aims to promote the organisational development of the project promoter. This project aims to improve the sustainability of ANP by developing its digital fundraising, through the acquisition of a Customer Relationship Management platform, the reinforcement of the fundraising team, and a communication and advertising campaign.
Summary of project results
The project aimed to address several critical issues identified in the needs assessment. The main objective was to increase ANP''s impact on conservation in Portugal, environmental citizenship in Portuguese society, and global nature conservation, while contributing financially to the WWF (World Wild Fund for Nature) network by becoming a national WWF office. The project sought to develop a solid individual donor fundraising program to provide a stable source of unrestricted long-term funds, essential for increasing investment in nature conservation and ensuring long-term sustainability. ANP''s reliance on public funds presented limitations, such as cyclical funding programs, spending restrictions, and the need for co-financing.
Additionally, Portuguese companies showed little interest in medium/long-term partnerships, opting for low-value, immediate-impact support. Developing the individual donor program would allow ANP to invest in organizational sustainability and increase investment in conservation projects and communication efforts. The project also aimed to enhance ANP''s profile in Portuguese society, mobilize people for nature conservation, and potentially increase support for other NGOs in the country.
The project involved several key activities. The development of the CRM (Customer Relationship Management) platform was carried out as planned, with implementation by a supplier experienced in NGO platforms in Portugal. This included training the team managing the platform, designing contact registration forms, automating communication with new supporters, and integrating the CRM with essential platforms like the donation website and payment providers. This initial phase was crucial for starting both digital and Face to Face (F2F) fundraising campaigns.
The F2F fundraising strategy was developed with advice from other WWF offices, including WWF Adria, WWF Spain, and WWF International, and was validated by the Global Development Centre. The digital fundraising plan is ongoing, continuously improving and adjusting after each campaign. The first campaign after CRM implementation was the symbolic adoption campaign in Summer 2021, featuring animals like the Iberian wolf, dolphin, Iberian lynx, and panda. Online petitions and content creation involved collecting contacts through petitions from the Eat4Change program and the Sharks and Rays petition, with content created in collaboration with other teams and available on the institutional website.
A regular supporters'' kit was designed sustainably, including information brochures, a seasonal food calendar, a supporter bracelet, a thank-you letter, and a plush toy for certain donation amounts, with digital brochures preferred to reduce the environmental footprint.
The first communication campaign was delayed due to the time required for system implementation and integration, focusing on nationwide billboards to convert the audience into supporters. The second campaign, held at Christmas, was exclusively online, with detailed analysis and daily return on investment tracking by the communication agency.
In terms of results, the project achieved its main objectives by significantly increasing the number of active donors and the total amount raised. The goal of 20 active donors, defined as those who confirmed at least one donation in the last three months, was reached in 2022, before the project''s end date. This was accomplished through digital fundraising campaigns, symbolic adoption campaigns with advertising investments, and direct communication with contacts from petitions and newsletter subscriptions. The average monthly donation was lower than initially estimated, indicating that monthly supporters donated less than expected compared to other countries. One-time donations saw substantial success, particularly in the second half of 2022, as the learning curve improved, leading to more structured and stable campaigns. The Christmas 2022 campaign met the overall goals for one-time donations, and WWF recognized the Portugal office as a success story in its global newsletter.
The total amount raised exceeded the target by approximately double, despite the lower average donation value. This success highlights the effectiveness of campaign planning and the expected return on investment for future efforts.