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CVA UNSW Univative presentation slide.


Conservation Volunteers Australia

Conservation Volunteers Australia UNSW UNIVATIVE TEAMMathew Jonathan Yu Shan Kay LyWILD FUTURES: Students for tomorrowA CVA Initiative

Where do the donations go?

Australia received $7.7 billion dollars in donations last year, out of the $7.7 billion, only 5% went to animal welfare and environmental areas. There are more than 274 environment and animal welfare charities, including CVA there are 275.

-Given this graphical representation, this is just how competitive the current fundraising environment is. No doubt every cause is worthy of donations, but in reality there are limited resources. So how does CVA stand out from the pack and successfully secure funds in-order to fulfil their aims and goals?

3CVA Donations for Wild Life Futures

Studies of the donations for the CVA Wild Futures program in the last six months, has shown that less than 30% of donations were more than $100, while as much as 8% of donations were only $2. The wild futures serves to protect 12 Australian endangered animals, where there is a need invested in research and conservation activities. All these activities require time and commitment, but is all dependants on money. - So how do we increase donation? We need to first look at why do people donate? Independent research shows that the top 5 reasons why people donate are Personal experienceThey want to make a difference to the society they live in.They want to do something active about a problem and take a stand for a particular issue.They are motivated by personal recognition and benefits.They believe that giving is the right thing to do.-3 of the top reasons why people donate are highly based on achievement and recognition, people want to know the results of the money they donate.Thus it is vital for CVA to increase its awareness amongst the community, by innovative marketing initiatives and seek new ways to increase donations.


$60,000$On the other spectrum imagine a young 22 year old university students, earning around $350 a week and donates regularly 2.5% of this total income which comes out roughly $10 a week. His favourite charity is CVA as he also believes strongly on the conservation activities to preserve Australian endangered wildlife is vital for the ecosystem.-As Andrew finishes university he will have a pay increase and 2.5% of his new salary will increase to $20 a week. If you were to accumulate Andrews donations at an early age all the way through to adult hood, he would of donated roughly around $60,000.-Even though donations from the age group 18-24 year old only make up a small percentage of 6.8% of all donations in Australia, however building a long-term relationship isnt only for a couple years but til death do us apart.


Brand Loyalty

This is called brand loyalty through relationship management. Which also applied in donation, thus CVA needs to build a strong early connection with young Australian at an early stage, which will greatly benefit CVA in the long run. So how do we do this?


Facebook in Australia has over 11million users, wow.. thats more than half the population. Out of that 11 million, 2.64 million are between the ages of 18-24. That is an instant platform that CVA can take advantage of to promote itself. But we dont just stop at Facebook, there is also twitter, Flickr, tumblr are all part of the Social web.. connecting CVA to millions of potential donators. And CVA has to act now!7Feasibility FOR Iphone App

We need to CVA has also asked us to analyse the feasibility of utilising technology in developing an iphone app, if you think about it, if an app sells for $1, and there are 22million Australians and a further 6 billion people in the world, think of the endless opportunities. Some apps have more than 10 million buyers, and that is an instant $10million dollars!!! However my collague jono will soon show you just how hard it is to gain more than 1000 buyers.





ISSUES TO ADDRESS In summary, CVA has commissioned UNSW univative team to address the following issues:-Increase donation amount-Increase awareness, especially in the 18-24 year age group-Research the idea of an Iphone applicationApart from these issues, UNSW Univative have also found a other surrounding issues that are worth looking into.

9Wild Futures Programme Revenue Public Donation Government Funding Individual Corporate/PayrollRevenue stream diversificationMain income streams: donations, government funding.No government funding atm. 24% income from NGO from government donations DonationsHighly dependent on a volatile economyMarket ups and downs ***Focus on increasing donations AND diversify income stream to ensure long term sustainable growth.

10Human resource

Staffing at CVA regional officeA typical day in the life of: administrative and promotional duties + responsibilities conservation duties. UnderstaffedMultiple roles -> staff not able to focus on specialised roles***New staffing solutions that have minimal costs to CVA


Lets give a shit and do our bitWILD FUTURES: STUDENTS FOR TOMORROW revolutionize CVA in 17-24 year old age group.Revamped website designed to appeal to studentsInterlinked social media platformsEco-friendly product lineHuman resource solutions to increase manpowerKey trait is YOUTH ORIENTED


New Student Focused Webpage and slogan

Provocative slogans that WORK Entirely practical and affordable


Why and how do we donate to the charities we do?WEBSITES, SOCIAL NETWORKING AND MOBILE GIVING

Appeal to the heart, not the head

Emotionally driven appeal streamlined on social media websites across the webWhy and how do we donate to the charities we do? According to the 2010 study by Convio Research websites, social networking and mobile giving are the most preferred avenues of attracting donations by charity organizations, particularly when targeting Generation Y. Secondly, Deborah Small Associate Professor of Marketing and Psychology at the University of Pennsylvania emphasises the importance of appealing to the heart, rather than the head. Marrying these two concepts together we get an emotionally driven appeal streamlined on social media websites across the web.


I would like you to imagine the new Wild Futures: Student for Tomorrow webpage. While it exists on the existing CVA website it designed specifically at targeting the 17 to 24 year old demographic. The webpage would utilize emotive language that captivate the audience, show us emotive photographs of animals have an engaging design and layout. REASON: by putting effort into the aesthetics and language we capture the interests of Gen Y.


I mentioned the importance of using emotion and making the Wild Futures cause more personal. We have developed several ways to implement this on the new Wild Futures: Students for Tomorrow webpage.

One includes the use of donation tiers, demonstrating that just $10 will pay for the rebuilding of 3 homes for Gwenyth the Richmond Birdwing Butterfly


Gloria: Superb ParrotFavourite Pastime: Long flights over the bushlandFavourite foods: Worms and sometimes chocolate Occupation: MechanicUnfortunately due to a lack of nesting Gloria's sex life has been compromised and may not have the chance to reproduce. But you can help her! Donate here.

Second: You may have noticed I referred to the Butterfly as Gwenyth. Thats because on this webpage every animal has a human name with their own unique characteristics. Meet for example Gloria the Superb Parrot. REASON: 1) By giving the animals names and human characterises we strengthen the emotional ties of audience to animal. 2) By introducing humour we keep them interested and reading more. This is just one example of how the animals could be promoted on the webpage.


Donors want to see what their gifts allowed you to accomplishAccording to Terry Axelrod, CEO of Benoven and founder of 3 non for profit charities, Donors want to see what their gifts allowed you to accomplish. That means regular updates. But no 17-25 year old is going to want to sit down and read a long update, this is where we need to utilise other forms of media such as photography, video and snippets rather than chunks of text. What better platform to do this on than Tumblr, Flikr and Twitter. Furthermore, all of the above will be posted onto the new Wild Futures: Students for Tomorrow Facebook page. Those who are interested can visit webpage for longer versions of the updates.


Yesterday Dr Alex Smith localised a gene, making a breakthrough in Tasmanian devil cancer research

How will we attract students to the webpage to begin with, and how will we keep them coming? We suggest CVA utilizes its corporate sponsors and run regular competitions on the webpage, advertised of course through Facebook, Twitter and Tumblr.


How do we attract gen y?

This months winner of the NRMABuild a Recycled Monster competition goes to Ivan Ivan.

Prize: $100 Myer Gift card. 24

I phone application?




Recommendation 2: Media Interns

The key reason why a lot of organisations employ young people is to bring fresh creativities into their working environment.-Young people are enthusiastic, energetic, physically active, adaptable and most importantly, they are never afraid of technology or changes.- at the briefing at CVAs Sydney regional office, Craig mentioned that the orgniasations in search of young peoples attention.- UNSW CVA team concluded that the quickest way to attract the young generations att