savings mobilization marketing program
DESCRIPTION
Part one of the two sessions on Successful Savings Mobilization which explains research insights and cases of successful savings mobilization strategies to attract and retain microfinance clients. Part one is presented by Ferdinand Sia of RBAP-MABSTRANSCRIPT
Savings Mobiliza.on Marke.ng Programs Ferdinand O. Sia RBAP‐MABS
2011 RBAP‐MABS Regional Roundtable Conference Hya= Hotel & Casino, Manila
November 9, 2011
Savings Mobiliza.on Marke.ng Programs RBAP‐MABS Regional Round Table Conference
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9 November 2011
Savings Mobiliza.on
Part I: Why culJvate microdeposits? Part II: MarkeJng Programs for Savings MobilizaJon
a. Raffle PromoJon b. Kiddie Savers Club c. Public Events
Part III: MABS Banks Performance
3
PART I: WHY CULTIVATE MICRODEPOSITS?
4
1. Long Term View: Deposit balance increase over .me
5
8,260
18,730
58,978
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Deposit History of a Typical Depositor in 2000 PHP
• People’s income increase as they advance in the life cycle • InvesJng in micro‐depositors will present long term benefits to the bank
2. Marke.ng Perspec.ve: Wide deposit base expand business opportuni.es for the bank
• SomeJme in the future, a depositor will need financial services
• A deposit account presents an opportunity to build a lasJng relaJonship with clients
• Trust and good relaJonship make it easier to offer other products and services to depositors
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3. Financial Impact: For banks with more loans than deposits, more deposits translate to more income
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0
100
200
300
400
500
600
700
800
Jan‐04 Dec‐04 Nov‐05 Oct‐06 Sep‐07 Aug‐08 Jul‐09 Jun‐10
Loans vs. Deposits In Million PHP
Dec‐10
Deposits
Loans
Shortfall funded with Bills Payable at 9%
Savings Account only pays 1%
Potential savings
PART II: MARKETING MICRODEPOSITS
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a. Savings Booster Project: Raffle Promo.on
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Result 1: Deposits grew rapidly with promo.on
10
Before 18 months
Before 12 months
Before 6 months
During A^er 6 months
Deposit Balances (PHP mn)
161 163 169 188
Notes: (1) Growth rate is based on average of monthly year-on-year growth rates for the study duration. (2) Deposits refer to voluntary deposits only.
12%
7% 8%
15%
10%
Before 18 months
Before 12 months
Before 6 months
During A^er 6 months
Deposit Growth Rate 205
5,641 5,606 5,686 5,831
6,426
Before 18 months
Before 12 months
Before 6 months
During A^er 6 months
No. Accounts
‐5% ‐4% 0%
4%
11%
Before 18 months
Before 12 months
Before 6 months
During A^er 6 months
No. Account Growth Rate
Result 2: More depositors par.cipated and their balances increased
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28,556 29,105
29,671
32,180 31,914
Before 18 months
Before 12 months
Before 6 months
During A^er 6 months
Average Core Deposit 18%
12%
8% 11%
‐1%
Before 18 months
Before 12 months
Before 6 months
During A^er 6 months
Average Core Deposit Growth Rate
Savings Deposit 2008 2009 2010 (raffle year)
New Depositors 6% 5% 12% Repeat Depositors 8% 10% 10%
Proportion of accounts that qualified for raffle promotion
Note: For comparison purposes, calculations were made on hypothetical proportion of accounts qualified for raffle promotions for 2008 and 2009 as if raffle promotion existed in those years.
b. Savings Booster: Savings Account for Young Depositors
• Target guardian and minor depositors
• Establish relaJonship with potenJal clients at very young age
• AcJviJes and freebies make the product more meaningful to depositors
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Benefits from Kiddie Savers come in various forms
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Investment Return
Short-term benefits: • Increase business with parents • Earn public goodwill • Brand marketing Long Term benefits: • Kiddie depositors eventually
avail other bank products • Overall customer loyalty
Costs: • Lock box • Freebies • Club activities • Marketing & Promotions • Special administration
c. Savings Booster: Public concert with celebri.es
• Choice of celebriJes will depend on the taste of the local market
• Performers from local market are equally effecJve
• EffecJve in a=racJng new micro‐deposit accounts
• Bank may ask for a minimum deposit to serve as entry Jcket
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PART III: MABS BANKS PERFORMANCE
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Good News 1: Majority of MABS member banks are more profitable than the industry
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0%
5%
10%
15%
20%
25%
0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0% 3.5% 4.0% 4.5%
Return on Eq
uity (R
OE)
Return on Asset (ROA)
Selected Member Banks’ Profitability (2010)
N
O
J
E I
Rural Bank Industry
B L Universal and Commercial Bank Industry
H
D
Thri^ Bank Industry
F
C K
M
A
G
Higher than industry
Lower than industry
Good News 2: Opportuni.es s.ll exist to further improve profits by mobilizing deposits
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‐
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
‐ 0.2 0.4 0.6 0.8
Depo
sits (in Ph
p billion
s)
Loans (in Php billions)
Small Banks
H G
E F
C D
B
A
‐
0.5
1.0
1.5
2.0
2.5
3.0
3.5
‐ 0.5 1.0 1.5 2.0 2.5 3.0 3.5 De
posit (in Php
billions)
Loans (in Php billions)
Large Banks
O
N
MK
L
J
I
Balanced Porjolio Line Balanced Porjolio Line
Most deposit-loan ratios are above 0.85
Note: Loans in this slide refer to gross loans.
Summary
• Microsavings serve as long term investments to generate funds for loans, obtain new clients and increase profits
• Raffle promoJons, Kiddie Savers Programs, and public concerts can boost deposits substanJally for the bank
• OpportuniJes sJll exist among MABS member banks to further improve profits by mobilizing deposits
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