SG Support Profile in Thailand

SG Support Thailand was launched in August 2007 and is currently SG Support's third-biggest market in terms of donor base, with 8 charity partners as of 2020.

159 Serm-Mit Tower, Floor 11, Unit 1114, Sukhumvit 21 (Asoke) Road, North Klong Toey, Wattana, Bangkok 10110, Thailand

As one of SG Support's top three markets, the challenges brought on by the pandemic were further exacerbated in Thailand with public unrest and declarations of State of Emergency. With the placement of movement restrictions in Bangkok; the closure of malls and key sites led to a halt on Face-to-Face fundraising activity and non-profits needed to get creative to continue the supply of new donors. As a consequence, some non-profits explored fundraising road trips to upcountry areas of Thailand to help add to their donor base although, it was not enough to outpace a growing attrition rate.

However, as a result of the limited Face-to-Face fundraising that could take place, charities in Thailand were quick to move resources into alternative fundraising channels, which supported cushioning the impacts of COVID-19 on fundraising efforts.

In ensuring a healthy pipeline of new donors, non-profits in Thailand would need to look into further supporting the optimisation of Face-to-Face acquisition (when they can take place), to support pushing numbers beyond the capacity of alternative fundraising channels, such as (but not limited to):

1. Supporting recruiter negotiations at high-value acquisition sites.

2. Prioritising sites that have provided the best long-term ROI (value over volume).

3. Looking into contact-free Face-to-Face sign-up processes.

2020

Highlights

  • Non-profits in Thailand managed to successfully diversify their channels of acquisition to provide contingency in these unprecedented times.
  • Non-profits in Thailand secured new media partnerships to help elevate their presence in the fight against COVID-19.
  • Telemarketing proves itself as a channel worth growing (true for in-house teams and external partners).

Challenges

  • Acquisition struggles to outpace the number of donors stopping their donation (Attrition).
  • Acquisition agencies struggle with momentum to recruit donors in Bangkok (previously a key province for donor recruitment). This results in recruitment now coming from other provinces where the donor profiles look slightly different.
  • The year of 2020 has seen a decrease in the overall average lifespan of a donor as part of the economic impact of COVID-19.
 

Growth over the years

Active Base

Number of donors actively contributing gifts as of Year-End


Net Growth

Donor base growth from the Start of the Year to Year-End


Approval Rate by First Debit

Percentage of donors successfully transacted on their first debit


Percentage of donors successfully transacted on their second debit and onwards

2020 in Numbers

70%

Donor Ratio

Percentage of Donors Cancelled over New Donors acquired

THB 546

USD 18

Average Gift THB / USD

Average monthly contribution (gift) per donor

24 months

Average Lifespan

Average number of months a donor will give to a cause they love

THB 11,591

USD 386

Lifetime Value (LTV) THB / USD

Estimated total contribution of a donor to their chosen cause

2021

Outlook

Moving into 2021, charities in Thailand should look into maintaining the donor base and positioning for the longer-term view of growth. This may require a review of current business rules to optimise current acquisition practices, such as (but not limited to):

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Who is SG Support?

SG Support exists to make fundraising easy for charities by working in partnership to acquire new donors, retain existing ones and win back those who have left. We do this through our complete suite of services that range from providing data-driven strategies, consultancy and ensuring the smooth running of the operational aspects of payment processing, contact centre and financial reporting.

Since our establishment in 2002, we have grown to become the world’s largest fundraising agency working with 70 charities in more than 14 countries, managing over 3 million donors.