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IFC OCTOBER 2005 IFC OCTOBER 2005 PHILIPPE CORI PHILIPPE CORI 11

International Fundraising Congress (IFC), International Fundraising Congress (IFC), Amsterdam, October 2005Amsterdam, October 2005

INTERNATIONAL BRANDING AND INTERNATIONAL BRANDING AND INTERNATIONAL FUNDRAISING:INTERNATIONAL FUNDRAISING:

Two Sides of the Same Coin?Two Sides of the Same Coin?


WHY GOING GLOBAL?WHY GOING GLOBAL?

Global Communication MediaGlobal Communication Media

Deregulation and PrivatizationDeregulation and Privatization

Global Communication ContentGlobal Communication Content

Global Citizen Global Citizen


Global Communication MediaGlobal Communication Media

Satellite TelevisionSatellite Television

Fax machinesFax machines

EE--mailmail

InternetInternet


Deregulation and PrivatizationDeregulation and Privatization

New marketsNew markets

Easier access to marketsEasier access to markets

Corporate imagesCorporate images

Increased costIncreased cost--effectiveness and profitabilityeffectiveness and profitability


Global CommunicationGlobal Communication

Advertising global brand with global valuesAdvertising global brand with global values

Global information networks (CNN, BBC,…)Global information networks (CNN, BBC,…)

Film industry (Global movies: Titanic…)Film industry (Global movies: Titanic…)


Global CitizenGlobal Citizen

Global Village Global Village –– One WorldOne World

Global Values (Environment, peace, Global Values (Environment, peace, democracy, …)democracy, …)

AntiAnti--Globalization movements are globalGlobalization movements are global..


New Integrated Economic ZonesNew Integrated Economic Zones

European UnionEuropean Union

NAFTANAFTA

ALENAALENA

ASEANASEAN

MERCOSURMERCOSUR


Large Single Currency ZonesLarge Single Currency Zones

US DollarUS Dollar

EuroEuro

Sterling PoundSterling Pound


GLOBAL AND INTERNATIONAL FUNDRAISING GLOBAL AND INTERNATIONAL FUNDRAISING MARKETSMARKETS

Donor preferences and concerns are similar across Donor preferences and concerns are similar across countries. countries.

Disappearing national boundaries as donors travel across Disappearing national boundaries as donors travel across bordersborders

Increasing agreement among donors across the globe Increasing agreement among donors across the globe about how to evaluate fundraising products and about how to evaluate fundraising products and

recognition which brands are the best.recognition which brands are the best.


DEFINITION OF GLOBAL AND INTERNATIONAL DEFINITION OF GLOBAL AND INTERNATIONAL FUNDRAISINGFUNDRAISING

International Fundraising refersInternational Fundraising refers to to fundraising activities coordinated and integrated fundraising activities coordinated and integrated across multiple country marketsacross multiple country markets..

International Fundraising could beInternational Fundraising could be::Global Global Regional, orRegional, orSimply between two countriesSimply between two countries


THIS INTEGRATION IMPLIES:THIS INTEGRATION IMPLIES:

Standardized fundraising productsStandardized fundraising products

Identical brand nameIdentical brand name

Synchronized fundraising product introductionSynchronized fundraising product introduction

Similar advertising messagesSimilar advertising messages

Coordinated fundraising campaigns across Coordinated fundraising campaigns across markets in several countriesmarkets in several countries


In global markets, In global markets, with standardized global with standardized global

fundraising products, fundraising products,

a global brand name is necessary a global brand name is necessary

for success!for success!


A global brand stretchesA global brand stretches

across markets,across markets,

societies and geographiessocieties and geographies


INTERNAL BRANDINGINTERNAL BRANDING

UNICEF’s brand is a representation of who we are, UNICEF’s brand is a representation of who we are, what we do and how we are different.what we do and how we are different.

UNICEF’s brand reflects our values and our vision: it UNICEF’s brand reflects our values and our vision: it conveys the fact that our programmes form a unified conveys the fact that our programmes form a unified wholewhole..

UNICEF’s brand must appeal to both heart & mind.UNICEF’s brand must appeal to both heart & mind.


UNICEF’S BELIEFUNICEF’S BELIEF

Every child has the right to the best possible start in life. It is wrong for children to die needlessly; it is imperative to prevent their unnecessary deaths.

Every child has the right to the highest standards of health and education. It is imperative to work to attain those standards.

Every child possesses rights inherently equal to every other child’s. It is imperative to defend all children from violence, exploitation, and

discrimination.

To protect the rights of every child, and invest in her or his well-being, is the surest way to end poverty, and to build peace and security in the world.

It is possible to give every child a good start in life. The world can, if it chooses, ensure that every child grows and develops to his or her full, human

potential.

Children are “citizens” of the communities and the societies that they live in. Their voices should be heard and their opinions heeded by all.


UNICEF’S MISSIONUNICEF’S MISSION

Advocate for the protection of children’s rights, help meet their basic needs and expand

their opportunities to reach their full potential.

Mobilise political will and material resources to help countries ensure a “first call for children”

and build their capacity to do so.

Respond in emergencies to relieve the suffering of children and those who provide their care.

Promote the equal rights of women and girls, and support their full participation in the

development of their communities.

Work towards the human development goals, and the peace and social progress enshrined in the Charter of the United Nations.


ISSUE

ACTION

IMPACT

TEMPLATE FOR ORGANISING INFORMATION AND COMMUNICATION


International branding is about creating International branding is about creating mental structures and helping consumers across mental structures and helping consumers across

societies and geographies organize societies and geographies organize their knowledge from their experiences about their knowledge from their experiences about

products and services in a way that products and services in a way that clarifies their decision making, and in the process, clarifies their decision making, and in the process,

providesprovidesvalue to the firm or organization. value to the firm or organization.

(Keller,2003)(Keller,2003)


SUCCESSFUL INTERNATIONAL BRANDING SUCCESSFUL INTERNATIONAL BRANDING THEREFORE IS INTEGRATED:THEREFORE IS INTEGRATED:

YOUR ORGANIZATION CAREFULLY ORCHESTRATESYOUR ORGANIZATION CAREFULLY ORCHESTRATESEVERYTHING IT DOES TO DELIVEREVERYTHING IT DOES TO DELIVER

A HIGHLY DIFFERENTIATED AND CONSISTENT, A HIGHLY DIFFERENTIATED AND CONSISTENT, POSITIVE EXPERIENCE POSITIVE EXPERIENCE

TO THE “EYES” OF YOUR AUDIENCESTO THE “EYES” OF YOUR AUDIENCESACROSS SOCIETIES AND GEOGRAPHIESACROSS SOCIETIES AND GEOGRAPHIES..


AN INTERNATIONAL BRAND IS ABOUT THE WHOLE DONOR AN INTERNATIONAL BRAND IS ABOUT THE WHOLE DONOR EXPERIENCE ACROSS SOCIETIES AND GEOGRAPHIESEXPERIENCE ACROSS SOCIETIES AND GEOGRAPHIES::

IT INCLUDESIT INCLUDES::

ALL COMMUNICATIONS AND DONORS’ ALL COMMUNICATIONS AND DONORS’ INTERACTIONSINTERACTIONS

ALIGNS ALL ACTIONS AND MESSAGES WITH ALIGNS ALL ACTIONS AND MESSAGES WITH THE CORE VALUE OF AN ORGANIZATIONTHE CORE VALUE OF AN ORGANIZATION

ALL ORGANIZATIONS ACTIONSALL ORGANIZATIONS ACTIONS


YOUR DONORS WILL CONTINUE TO DONATE:YOUR DONORS WILL CONTINUE TO DONATE:

AS LONG AS THEIR TRUST IS ENHANCED AS LONG AS THEIR TRUST IS ENHANCED THROUGH ADVANTAGES AND BENEFITS THROUGH ADVANTAGES AND BENEFITS

FROM DONATING TO YOUR BRAND.FROM DONATING TO YOUR BRAND.

AS LONG AS THEY DERIVE SATISFACTION AS LONG AS THEY DERIVE SATISFACTION FROM DONATINGFROM DONATING


THESE BENEFITS MAY NOT BE PURELY FUNCTIONAL IN THESE BENEFITS MAY NOT BE PURELY FUNCTIONAL IN

NATURENATURE::

BRANDS CAN ALSO SERVE A SYMBOLIC DEVICEBRANDS CAN ALSO SERVE A SYMBOLIC DEVICE

ALLOWING DONORS TO PROJECT A SELFALLOWING DONORS TO PROJECT A SELF--IMAGE IMAGE (ASSOCIATION WITH SPECIFIC LIFESTYLES, (ASSOCIATION WITH SPECIFIC LIFESTYLES,

VALUES, TRAITS)VALUES, TRAITS)


The special meaning that brands take on donors The special meaning that brands take on donors can change their perceptions andcan change their perceptions andexperiences with an organization experiences with an organization

and and finally their interpretation of what the finally their interpretation of what the

organization stands for.organization stands for.

A brand also simplifies decision making A brand also simplifies decision making for donation and for donation and

reduce risk for donors.reduce risk for donors.


International brand identity is made of International brand identity is made of all the words, images, ideas and associations all the words, images, ideas and associations

that form a donor’s aggregate that form a donor’s aggregate perception of a brand across perception of a brand across societies and geographies.societies and geographies.

It is therefore a unique set of It is therefore a unique set of brand associations and interactions brand associations and interactions

that the brand aspires to create or maintain that the brand aspires to create or maintain ((what the brand stands for, fundamental promise to donors)what the brand stands for, fundamental promise to donors)


The international brand identity is part of the brand overall The international brand identity is part of the brand overall identity across societies and identity across societies and georgraphiesgeorgraphies..

Brand equity is the set of associations Brand equity is the set of associations and and behavioursbehaviours on the part of on the part of

the brand’s donors fundraising channels the brand’s donors fundraising channels and the organization itself and the organization itself

that permits the brand to earn greater support and higher that permits the brand to earn greater support and higher average donations that it could without the brand name average donations that it could without the brand name and that gives a strong sustainable and differentiated and that gives a strong sustainable and differentiated

advantage over competitors.advantage over competitors.


BRAND POSITIONING IS ABOUT:BRAND POSITIONING IS ABOUT:

Finding the particular space in the Finding the particular space in the minds of targeted donors so minds of targeted donors so

that they feel, think and relate to the organization in the that they feel, think and relate to the organization in the expected or desired way.expected or desired way.

What a brand stands for in the What a brand stands for in the minds of donors relatively to its competition through minds of donors relatively to its competition through

similarities and differences, similarities and differences, in terms of benefits and promises.in terms of benefits and promises.


Brand positioning includes Brand positioning includes the definition of brand valuesthe definition of brand values

to capture the important dimensions of the to capture the important dimensions of the brand meaning and brand meaning and

what the brand represents what the brand represents in the mind of donorsin the mind of donors..


Donors donate to brands whose values concur with their values Donors donate to brands whose values concur with their values or enhance them.or enhance them.

Brand values clearly offer an opportunity Brand values clearly offer an opportunity for brand differentiation for brand differentiation

and attract people whose values match and attract people whose values match those being projected those being projected

by their preferred brandby their preferred brand..

Brand with a clear set of values are welcomed Brand with a clear set of values are welcomed by donors, because it enables them to make symbolic, by donors, because it enables them to make symbolic,

non verbal statements about themselves non verbal statements about themselves and about their lives.and about their lives.


WHAT FUNDRAISING TECHNIQUES WORKS WHAT FUNDRAISING TECHNIQUES WORKS ACROSS SOCIETIES AND GEOGRAPHIES?ACROSS SOCIETIES AND GEOGRAPHIES?

WWWWWWGLOBAL MEDIA GLOBAL MEDIA –– GLOBAL EVENTSGLOBAL EVENTSGLOBAL CAUSES/CAMPAIGNSGLOBAL CAUSES/CAMPAIGNSINTERNATIONAL MAILINGSINTERNATIONAL MAILINGSLICENCINGLICENCINGCORPORATE FUNDRAISING CORPORATE FUNDRAISING “GLOBAL CITIZEN” (Bill Gates)“GLOBAL CITIZEN” (Bill Gates)PRODUCT SALES PRODUCT SALES


WWW: WWW: USE OF INTERNET AND WEBSITE TO USE OF INTERNET AND WEBSITE TO

PROMOTE THE BRAND AND ITS VALUESPROMOTE THE BRAND AND ITS VALUES

ASSETS:ASSETS:-- GLOBAL ACCESSGLOBAL ACCESS-- SIMPLESIMPLE-- INTERACTIVEINTERACTIVE-- STRONG BRAND DEVELOPERSTRONG BRAND DEVELOPER

CONSTRAINTS:CONSTRAINTS:-- HEAVY LOGISTICSHEAVY LOGISTICS-- COSTLYCOSTLY


GLOBAL COMMUNICATION MEDIA GLOBAL COMMUNICATION MEDIA FUNDRAISING (i.e. MTV, SMS, etc.)FUNDRAISING (i.e. MTV, SMS, etc.)

DefinitionDefinition: : Global Fundraising made through the case of global Global Fundraising made through the case of global media such as global TV channel (MTV, CNN), SMS or media such as global TV channel (MTV, CNN), SMS or Internet or telephone.Internet or telephone.

Assets:Assets: -- Global outreachGlobal outreach-- Younger Audiences TargetingYounger Audiences Targeting-- CostCost--effectiveeffective-- Brand Developer (Increase Brand equity, Brand Developer (Increase Brand equity, strong brand positioning)strong brand positioning)

ConstraintsConstraints: : -- Coordinated project managementCoordinated project management-- Fast information update and hiFast information update and hi--tech tech

capacitycapacity


Children of the Islamic WorldChildren of the Islamic World


GLOBAL CAMPAIGNSGLOBAL CAMPAIGNS

Dr. François Gasse, UNICEF health officer

Dr. François Gasse, UNICEF health officer


In 2004, 510,000 children under age 15 died of AIDSIn 2004, 510,000 children under age 15 died of AIDS--related illnesses. 640,000 were newly related illnesses. 640,000 were newly infected with HIV. Over 2.2 million children are already living infected with HIV. Over 2.2 million children are already living with HIV.with HIV.

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INTERNATIONAL MAILINGINTERNATIONAL MAILING

DefinitionDefinition: : It is a Direct Mail Fundraising Appeal with It is a Direct Mail Fundraising Appeal with overseas mail.overseas mail.

AssetsAssets::

Bring donors and beneficiaries closerBring donors and beneficiaries closerIncrease sense of ownership of donorsIncrease sense of ownership of donorsStandStand--out against other junk mailout against other junk mailCostCost--effectiveeffective


INTERNATIONAL MAILING INTERNATIONAL MAILING -- ADVANTAGESADVANTAGES

1)1) INCREASE ROI:INCREASE ROI: by making an impact on the potential by making an impact on the potential donor with an unusual and eye catching package.donor with an unusual and eye catching package.

2)2) INCREASE CREDIBILITY OF THE APPEALINCREASE CREDIBILITY OF THE APPEAL: : by by providing “hot” information directly from the location of providing “hot” information directly from the location of the project.the project.

3)3) REDUCE COSTSREDUCE COSTS: : by producing an appeal package at by producing an appeal package at lower cost (in a field location) and sending it at a lower lower cost (in a field location) and sending it at a lower postage rate (not always possible).postage rate (not always possible).

4)4) STRONG BRAND POSITIONINGSTRONG BRAND POSITIONING


MAJOR TYPES OF INTERNATIONAL DIRECT MAJOR TYPES OF INTERNATIONAL DIRECT MAIL APPEALSMAIL APPEALS

Appeal from Headquarters (Global Mailing)Appeal from Headquarters (Global Mailing)

Appeals from Field Office / project placeAppeals from Field Office / project place

Emergency AppealsEmergency Appeals

Thank you letters enclosing an additional appealThank you letters enclosing an additional appeal


LICENSINGLICENSING

DefinitionDefinition: : Fundraising through the commercial use Fundraising through the commercial use of your BRAND.of your BRAND.

Assets:Assets:Access to untapped potentialAccess to untapped potentialAccess to wide networkAccess to wide networkCostCost--effectiveeffectiveBrand developerBrand developer

Constraints:Constraints:Contractual termsContractual termsSelection of partnerSelection of partnerContractual managementContractual management


CORPORATE FUNDRAISINGCORPORATE FUNDRAISING

DefinitionDefinition: : Fundraising partnership with corporationsFundraising partnership with corporations

TypesTypes::CoCo--branding partnerships (Single Donations regular giving, branding partnerships (Single Donations regular giving, major donation)major donation)Access to databaseAccess to databaseAccess to available media (external/internal)Access to available media (external/internal)Access to staff (advocacy/payroll giving/fundraising)Access to staff (advocacy/payroll giving/fundraising)Access to a network of influenceAccess to a network of influence

Constraint:Constraint:Ensure compatibility of corporate partner with brand valuesEnsure compatibility of corporate partner with brand values


GLOBAL CITIZENSGLOBAL CITIZENS

BILL GATESBILL GATES

SOROSSOROS

TED TURNERTED TURNER

GLOBAL FUNDSGLOBAL FUNDS−− GAVIGAVI−− GFATMGFATM−− GAINGAIN−− UNFUNF


PRODUCT SALESPRODUCT SALES

DefinitionDefinition: : Global Fundraising through the sales of productsGlobal Fundraising through the sales of products..

AssetsAssets: : -- Create a link between donors/buyers and Create a link between donors/buyers and the project/cause.the project/cause.

-- Strengthen brand positioning.Strengthen brand positioning.-- Increased visibilityIncreased visibility

ConstraintsConstraints::-- Requires integrated logisticsRequires integrated logistics-- Coordinated operation Coordinated operation


FOR HUMANITARIAN ORGANIZATIONS:FOR HUMANITARIAN ORGANIZATIONS:

INTERNATIONAL BRANDING IS ABOUT INTERNATIONAL BRANDING IS ABOUT INTERNATIONAL FUNDRAISINGINTERNATIONAL FUNDRAISING

AND AND INTERNATIONAL FUNDRAISING IS ABOUT INTERNATIONAL FUNDRAISING IS ABOUT

INTERNATIONAL BRANDING.INTERNATIONAL BRANDING.


FOR HUMANITARIAN ORGANIZATIONSFOR HUMANITARIAN ORGANIZATIONS::

INTERNATIONAL BRANDING INTERNATIONAL BRANDING

ANDAND

INTERNATIONAL FUNDRAISING ARE TWOINTERNATIONAL FUNDRAISING ARE TWO

SIDES OF THE SAME COINSIDES OF THE SAME COIN


ThankThank youyou !!

two sides of the same coin? - wordpress.com · global and international fundraising markets donor...

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