Friends of Free Wildlife × UpClose Consulting

The Chain — Growth & Revenue Calculator

10,000 Friends target · 12 months

Presentations

Talks per month6

Average audience per talk80

Pursue large events — a conference of 200 equals 5 standard talks

Opt-in conversion rate65%

Prize draw lifts this from ~35% to ~65%

The viral chain

Viral coefficient k25%

New Friends each existing Friend generates per month. The single most important variable.

Monthly churn rate4%

Opt-outs + silent inactives. Re-engagement content reduces this.

Donation behaviour

Once-off donor rate3%

Average once-off giftR200

Monthly donor rate1%

Average monthly giftR150

Champion rate (12+ months)0.3%

Average champion giftR300

Corporate & sponsorship

Annual corporate partners3

Companies with signed annual sponsorship agreements. Driven by leaderboard competition and rebooking.

Average partner value per yearR80 000

CSI / SED agreement value per partner. SME: R20k–R80k. Mid-market: R80k–R200k. Large corporate: R200k+.

Match sponsor annual budgetR30 000

Sponsor commits this amount to matched giving. Paid to FFW regardless — the match is the campaign hook.

Conversion boost from matching60%

Uplift to monthly donor conversion when match is active. Academic consensus: 50–100%; conservative default 60%.

Friends at month 12 — —

Hits 10,000 — —

Annual recurring income — At month 12 Friend count

Total annual income — Recurring + once-off + corporate

500

Friends

—

1,000

Friends

—

5,000

Friends

—

10,000

Friends — BHAG

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Friend count growth — 24 months

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Revenue at month 12 Friend count

Once-off donors—

Once-off total—

Monthly donors—

Monthly recurring—

Champions—

Champion recurring—

Annual recurring income—

Annual income summary

Recurring donations—

Once-off donations—

Corporate / sponsor—

Match sponsor income—

Total annual income—

Excludes Section 18A tax uplift on corporate giving (~28%). Donation rates are conservative; strong content and re-engagement can achieve 2× these levels.

Sensitivity — which variables move the needle most (additional Friends at month 12)