Kythe Flying: A Strategy for Donor Retention

Abstract

Amount raised: $21,765.00 (2016 to 2018/$1:Php51.00). Background and context: Kythe Foundation Inc. is an NGO which supports the Child Life Program for children with cancer in eight partner-hospitals. Aside from acquiring grants, the foundation needs to raise unrestricted funds to support operation costs. It is a challenge to recruit donors, but what is more challenging, is how to retain these donors. Aim: Kythe Flying was conceptualized in 2016 to retain corporations who have engaged Kythe in previous years. The corporations who participate in Kythe Flying have either donated cash, or conducted corporate social responsibility activities in and out of the hospital. Strategy/Tactics: The strategy is to invite corporations to buy a big corporate kite for $295.00. Prior to flying the kites, they are given an opportunity to play outdoor games with the children, which serves as a team-building activity for the corporation as well. Program process: The Kythe team gets a list of corporations from its database. Marketing letters are sent, and upon receiving $295.00 with their company logo, the Kythe team forward the logo to the kite manufacturer. Other corporations are invited to give away their products (e.g., water bottles). On the day itself, 60 children from partner-hospitals go to Amoranto stadium, and are given lunch and snacks. After which, they are assigned to each corporation. Kythe core volunteers facilitate the games. After an hour of outdoor activity, each corporation is called, and given the go signal to fly their corporate kites, together with the children. Photos of each corporation´s activities are then posted on Kythe's social media platforms. Costs and returns: There are at least 20 corporations who join the event per year. An average cash amount of $6274 is raised annually, less $2940.00 to cover logistical costs, for a total of $3334. In-kind donations like water bottles, ice cream, toys, etc. amount to $3921. We are therefore able to raise an average of $7255 a year. What was learned: In 2016, we implemented the project in July. There was a typhoon and we almost cancelled the event. We have moved up the event to the first quarter of the year ever since. Here are some feedback from our participating donors in the 2018 Kythe Flying event: “Our synchrony volunteers who joined last Saturday are still raving about the wonderful time they had with the kids at the kite-flying event”- Christine Briones Plata, AVP Synchrony Financial. “I look forward to seeing you and the team next year, but hopefully before, for a hospital visit”- Ian Wilson Country Manager, Cormant Technology. To enjoin more corporations, Kythe in the future, will collaborate with hot air balloon festival organizers. This will entail at least one year planning due to its scale. This is challenging but quite exciting!