Role of the Diocesan Director in Fundraising & Marketing October 2005

1. Role of the Diocesan Director in Fundraising & Marketing October 2005

2. Role of the Diocesan Director • Promote fundraising and marketing efforts in the diocese as appropriate • Be aware of CRS approach to fundraising & marketing (e.g. press activities, web site, mailing schedule and fundraising events) • Provide feedback from diocesan constituency on CRS’ fundraising & marketing efforts

3. CRS’ Philosophy of Fundraising Fundraising is, first and foremost, a form of ministry. It is a way of announcing our vision and inviting other people into our mission. – Henri J. M. Nouwen from “The Spirituality of Fundraising”

4. Overview of CRS’ Supporters

5. First, The U.S. Constituency: Large and Barely Tapped Total: 273 MM Catholic: 65MM Church: 20MM Aware 14MM Donors 355 K In 2003 Americans gave $241 billion to charitable organizations $4.6 Billion (1.9%) to International Organizations Individuals 76%, Foundations 11%, Bequests 8%, Corporations 5% CRS market share: -2.2% of intl. giving -4.5% of all Catholic households ever gave -1.7% of Catholic households are giving now

6. Familiarity with CRS • 44% "very familiar" with CRS, 43% "somewhat familiar" (rises to 100% among major donors). • Compares to 7% and 29% of all self-identified Catholics • 92% associate CRS with providing relieve from natural disasters • 88% with providing relief in war-torn areas • 64% with assisting in international development • Compares to 70%, 72%, and 48% of all self-identified Catholics • 77% learn of CRS in a Catholic periodical, 73% in church, 38% on TV, 30% in a non-religious periodical, 26% in Catholic School, 5% on a Web site • A higher proportion of all Catholics learn from TV or school; fewer in church, far fewer from periodicals.

7. CRS Direct Mail Donor Characteristics • Religion: 94% are Catholic. • DM Donors: 9% Young Adult (18-40), 35% Vatican II (41-58), 41% Silent Generation (59-76), 15% World War II (77-100). • Marital status: 14% widowed, 5% divorced, 68% married, 13% single, never married. • Residence: 21% large city, 35% suburb, 31% town/small city, 13% rural. • Education: 19% high school/less, 23% college graduates, 35% some college, 23% post-graduate. • Catholic schools: 55% attended elementary, 41% high school, 32% college. Source: CARA Report, May 2001 Study

8. Overview of Marketing Efforts

9. Marketing & Communications

10. Why does CRS need Marketing, anyway? • People support organizations that are familiar • Few are aware of CRS’ good work • 5% of the US name CRS when asked to name an international relief organization • Among US Catholics, that figure is 11% • These figures were unchanged by the recent tsunami • Several organizations have confusingly similar names or missions • Catholic Charities, Propagation of the Faith, CCHD, SVDP • Overwhelming indirect competition for supporter attention from the corporate world

11. Confusion between CRS / CCUSA • 75% of Catholics in most recent study said they didn’t know the difference between CRS and Catholic Charities: • “Catholic Charities gives on a regular basis and CRS gives when a disaster is present.” •  “CRS is for emergency relief and Catholic Charities is for missionary work.” •  “The relief services, they help out in natural disasters. Catholic Charities, they have a lot of things, they have these food pantries, they have these helper classes for the handicapped and elderly.” •  “Charities helps out all the poor and needy. The Relief, they are about the same, except the missionaries go out and try to help out.” •  “CRS is for disaster relief, and Catholic Charities is for missionary work.” • “Catholic Charities is mainly made up of Catholics who are devout and CRS just hand out bibles and food.”

12. Sharing a Vision of the CRS Mission “It is important to me to do what I can to help poor or needy people in countries outside the U.S.” CARA Segmentation Study of US Catholics, 2002

13. First Preference of Ways of Helping Poor or Needy People Overseas CARA Segmentation Study of US Catholics, 2002

14. Overview of CRS Revenue

15. Total Agency Revenue ($ Amount)

16. Private Sources Of CRSRevenue Current StateIn 2004, Total Private Revenue:$108,678,000

17. The DonorPyramid ROI CRS INDUSTRY Personal Contact Philosophical Intellectual “Buy-In” PLANNED GIVING 21:1 20:1 MAJOR GIFTS 7:1 10:1 CORPS & FOUNDS 12:1 8:1 DRF - MONTHLY GIVING 8:1 7-8:1 DRF - MID-LEVEL 7:1 6-7:1 DIRECT RESPONSE - RENEWAL 7:1 6-7:1 DIRECT RESPONSE - ACQUISITION 1:2 1:2 PROSPECTS Emotional Impulse “Buy-In” Mass Communications

18. Fundraising Activities

19. Annual Giving & Support

20. Direct Response Fundraising Raises money from smaller individual supporters through one-to-one marketing via mail, phone and Internet Average Gift: $74.09 (2.42 gifts per year) Total givers: 355,238. Total gifts: 860,367

21. DRF Activities • Annual schedule: • 8 acquisition mailings of 1.4 million pieces each • 9 secondary mailings of 225,000 pieces each • Renewals • 8 mailings in support of sustainer programs • 6 copies of solicitation Wooden Bell (250,000 each) • 8 renewal mailings (250,000-300,000) • 3 premiums (calendars, cards) • Other mailings • 3-5 emergency mailings (100,000-500,000 each)

22. Donor Management Services Number of Pieces Processed (Oct 2004 - Aug 2005): 1,066,848 Dollars Received, Donors Thanked (Oct 2004 - Aug 2005: $ 266,266,291

23. Major and Campaign Giving

24. Major Gifts Raises money from the top percentage of CRS’ wealthy donors and small family foundations through personal cultivations by 14 Major Gift Officers located throughout the U.S. Gift range: $5,000 – $2 million

25. Corporate & Foundation Relations Raises money from large U.S. foundations with giving capacity of grants $100,000+, and corporations with interest in international giving that meet CRS corporate responsibility guidelines Grant Range: $10,000 - $1 Million

26. Planned Giving Raises Money through Planned Giving Opportunities: • Annuities • Trusts & Pooled Income Funds • Bequests & Endowment

27. Common Donor Questions

28. Frequently Asked Questions • Does CRS operate a telemarketing program? • CRS does use a vendor to operate telemarketing campaigns on a limited basis, primarily during emergencies and in order to reconnect with lapsed donors. This is a legitimate program but if you have any questions raised from constituents please call Donor Services. We always seek to honor the wishes of our donors and will remove donors from the call list at their request.

29. Frequently Asked Questions • Does Catholic Relief Services sell its donor names to other organizations or companies? • No, donor names are never sold but we do occasionally trade for one time use with similar organizations. • Why do I receive so much mail from Catholic Relief Services? • We do our best to present the many needs of those we serve in the most efficient and cost effective manner. Most donors understand the benefit of being informed on a regular basis and do give throughout the year. We always seek to honor the wishes of our donors and will limit their mail at their request.

30. Contact Information

31. Fund Development & Marketing Departments • Mark Melia – mmelia@crs.org; (410) 951-7367 • Joanne Juhl – jjuhl@crs.org; (410) 951-7335 • Paul Tillman - ptillman@crs.org; (410) 951-7468

32. Staff to Contact • Donor Services - 1-800-235-2772 • Jean Simmons – Director of Direct Response Fundraising – jsimmons@crs.org; (410) 951-7458 • Nancie Fletcher – Director of Donor Management Services – nfletcher@crs.org; (410) 951-7495 • Donna Adair – Development Officer – dadair@crs.org; (410) 951-7201 • Sharon Butler – Manager of Donor Services– sbutler@crs.org; (410) 951-7428