ProblemUNHCR has supported refugees in Thailand for over 30 years through vocational training, rehabilitation centres and refugee resettlement in third countries. Key to these initiatives is UNHCR’s face-to-face fundraising approach, the core income generation activity for UNHCR’s operation in Thailand, generating about 22,000 committed giving donors. However little is known about the drivers and motivators of potential new donors to support UNHCR’s efforts in Thailand.
ApproachLove Frankie was engaged by UNHCR on a project to provide key insights into the refinement of targeted face-to-face fundraising strategies. The project involved qualitative and quantitative approaches to understand existing, lapsed, and potential donors in Thailand with the aim of identifying best prospect target audiences across all channels and what key messages are most likely to influence their decision to donate and become UNHCR’s committed giving donors. The mixed-method approach included focus group discussions and an online survey. Segmentation analysis was used to develop profiles of donors who were likely to respond to certain messages in order to optimize digital strategies as part of a broader country fundraising strategy.
ImpactUNHCR leveraged the key audience insights from the research to inform their new face-to-face fundraising strategy in Thailand, leading to a 10% increase in both donor retention and new donors for supporting UNHCR’s programs nationally in the first 12 months after the study.
ServicesQualitative and quantitative research