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Role of the Diocesan Director in Fundraising & Marketing October 2005. Role of the Diocesan Director. Promote fundraising and marketing efforts in the diocese as appropriate

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role of the diocesan director
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
crs philosophy of fundraising
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”


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


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.

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


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

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.”
it is important to me to do what i can to help poor or needy people in countries outside the u s

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

first preference of ways of helping poor or needy people overseas
First Preference of Ways of Helping Poor or Needy People Overseas

CARA Segmentation Study of US Catholics, 2002


Private Sources Of CRSRevenue

Current StateIn 2004, Total Private Revenue:$108,678,000


The DonorPyramid




Personal Contact

Philosophical Intellectual “Buy-In”























Emotional Impulse “Buy-In”

Mass Communications


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


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)

Donor Management Services

Number of Pieces Processed (Oct 2004 - Aug 2005):


Dollars Received, Donors Thanked (Oct 2004 - Aug 2005:

$ 266,266,291


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


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


Grant Range: $10,000 - $1 Million


Planned Giving

Raises Money through Planned Giving Opportunities:

  • Annuities
  • Trusts & Pooled Income Funds
  • Bequests & Endowment
frequently asked questions
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.
frequently asked questions1
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.
fund development marketing departments
Fund Development & Marketing Departments
  • Mark Melia –; (410) 951-7367
  • Joanne Juhl –; (410) 951-7335
  • Paul Tillman -; (410) 951-7468
staff to contact
Staff to Contact
  • Donor Services - 1-800-235-2772
  • Jean Simmons – Director of Direct Response Fundraising –; (410) 951-7458

  • Nancie Fletcher – Director of Donor Management Services –; (410) 951-7495
  • Donna Adair – Development Officer –; (410) 951-7201

  • Sharon Butler – Manager of Donor Services–; (410) 951-7428