Population size: 664 million
GDP: USD 4.7 trillion
In the past year, we continued to support key non-profit partners’ expansion of their regular give programmes in Latin America, with the activation of face-to-face fundraising in the Dominican Republic leading to a clear inflection point in donor acquisition around August 2021. Major milestones included successfully completing a legacy base migration project which had been ongoing since 2020 and launching a localised online donation page.
Telemarketing campaigns provided another acquisition stream in the region, albeit at lower volumes than face-to-face. In addition, we welcomed Special Olympics Guatemala to the SG fold.
While it is too early to predict long-term trends, our charity partners in Latin America will be focusing on scaling up their face-to-face fundraising activities, telemarketing and digital acquisition campaigns across 2022. As with any new activation, they would look to focus resources on optimising bank processing rules, as well as donor loyalty programs to anchor their donor retention strategies. We will be closely monitoring the results of one such effort, specifically around debit processing rules to optimise the time between a successful transaction and the next attempt, aimed at improving overall approval rates and providing a better donor experience. As with any new market entry, we are committed to working with our charity partners to identify and provide solutions to operational and strategic challenges to ensure they meet their fundraising goals.
While it is too early to predict long-term trends, our charity partners in Latin America will be focusing on scaling up their face-to-face fundraising activities, telemarketing and digital acquisition campaigns across 2022. As with any new activation, they would look to focus resources on optimising bank processing rules, as well as donor loyalty programs to anchor their donor retention strategies. We will be closely monitoring the results of one such effort, specifically around debit processing rules to optimise the time between a successful transaction and the next attempt, aimed at improving overall approval rates and providing a better donor experience. As with any new market entry, we are committed to working with our charity partners to identify and provide solutions to operational and strategic challenges to ensure they meet their fundraising goals.
50th Street and Elvira Mendez, Towerbank Tower, 35th Floor, Office #36, Panama City, Panama.