Population size: 112 million
GDP: USD 361.4 billion
Charities in the Philippines had to work hard to stand still in 2021 due to the relatively flat donor acquisition and attrition rate. Underwhelming donor acquisition was driven by some of the strictest lockdowns in the region, as well as a reshuffling of agencies within the acquisition space.
On the upside, charities and recruiters were quick to adapt to the increasing alert levels in Metro Manila by moving into provincial areas. Surprisingly, the expected decline in average gift from this move did not materialise. This opened more possibilities in the context of future face-to-face sites and their growth prospects. Moreover, charities with existing face-to-face acquisition channels managed to grow their donor bases despite the challenging fundraising environment.
On the other hand, Typhoon Rai (local name: Odette), which caused widespread destruction towards the end of 2021, contributed towards lower face-to-face acquisition as key territories were rendered inaccessible. It also hindered telemarketing efforts as donors were either affected by the typhoon or fundraising for the victims themselves. Re-strategising elements of the campaigns, such as database segmentation, proved to be key towards managing performance through this difficult period.
PHP 278,391,516
USD 5,451,463
PHP 267,047,161
USD 5,560,723
Total donations generated for nonprofit partners.
PHP 256,040,665
USD 5,331,535
In 2022, charities that do not have an existing face-to-face campaign are urged to strongly consider activating this acquisition channel as it is by far the most effective method for bringing in new donors. Given the cessation of key recruitment partners in the Philippines, it is critical for charities to build up in-house donor recruitment capability and optimise retention practices to avoid suffering from a “leaky bucket.” Nonprofits and recruiters can also look to leverage SG Support’s contactless digital acquisition tool, signUP, to improve face-to-face donor recruitment capabilities, including the potential for the first debit at the point of sale.
In 2022, charities that do not have an existing face-to-face campaign are urged to strongly consider activating this acquisition channel as it is by far the most effective method for bringing in new donors. Given the cessation of key recruitment partners in the Philippines, it is critical for charities to build up in-house donor recruitment capability and optimise retention practices to avoid suffering from a “leaky bucket.” Nonprofits and recruiters can also look to leverage SG Support’s contactless digital acquisition tool, signUP, to improve face-to-face donor recruitment capabilities, including the potential for the first debit at the point of sale.
32nd Flr MDC 100 Bldg. C-5 Road corner Eastwood Avenue, Bagumbayan, Quezon City, Metro Manila, Philippines 1110.