Population size: 5.9 million
GDP: USD 339.9 billion
Close to non-existent face-to-face donor acquisition since mid-2020 continued through much of 2021 in Singapore. Stop-gap acquisition campaigns were predominantly through telemarketing although the volumes were low. There were still some positive trends – first debit and recurring donation approval rates improved, which implies the success of the 6-month reject window rule that was implemented since 2020. In addition, charities that implemented telemarketing conversion programmes ended the year strongly after a quiet first half.
There were also some major efforts towards donor retention and recovery, including redialling uncontacted donors for conversion, testing new telephony software and solutions to improve calling success, and mapping a seamless donor journey for the one-off donor segment to increase conversion rates.
On the other hand, the lack of channel diversification primarily caused charities a significant acquisition gap sans face-to-face fundraising. The need to set aside funds for operational and programmatic continuity diverted resources away from testing new channels.
SGD 31,214,639
USD 23,146,466
SGD 37,7770,31
USD 28,490,757
Total donations generated for nonprofit partners.
SGD 39,589,467
USD 29,857,663
*Average donation, LTV and average lifespan have been aggregated over 2020-2021 to normalise for the period of low acquisition.
In 2022, a long-term donor acquisition strategy should therefore be a strategic priority for Singaporean charities. Charities will need to work closely with recruiters and fundraisers to drive donor acquisition, implement new test-and-learn initiatives, and secure donations from their existing donor bases.
Some recommended activities include:
1. Conversion programmes to leverage on one-time donors to support regular giving.
2. Reactivation of past donors through telemarketing and digital marketing campaigns.
3. Improvement of omnichannel donor experience and retention programmes to retain existing donors.
Our past tests have shown that one-off donors are reacting positively towards long-term giving and display a willingness to donate more. Therefore, devising a strategy around a higher gift value is also worth considering in 2022.
In 2022, a long-term donor acquisition strategy should therefore be a strategic priority for Singaporean charities. Charities will need to work closely with recruiters and fundraisers to drive donor acquisition, implement new test-and-learn initiatives, and secure donations from their existing donor bases.
Some recommended activities include:
1. Conversion programmes to leverage on one-time donors to support regular giving.
2. Reactivation of past donors through telemarketing and digital marketing campaigns.
3. Improvement of omnichannel donor experience and retention programmes to retain existing donors.
Our past tests have shown that one-off donors are reacting positively towards long-term giving and display a willingness to donate more. Therefore, devising a strategy around a higher gift value is also worth considering in 2022.