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Anna Laurinsilta

Anna Outi Kristiina Laurinsilta
Born April 7, 1961 Helsinki

Master of Arts 2008 (ethnology), University of Helsinki
Physiotherapist 1986, Helsingin IV Terveydenhuolto-oppilaitos

Head of Fundraising Operations, fundraising planning officer and coordinator 2007–, Finnish Red Cross
Planning officer and coordinator 1998–2007, Mannerheim League for Child Welfare (MLL)
Sales secretary 1992–1999, Finnzymes Oy

Nose Day Foundation, executive committee 2013–
Chairman of the Laajasalo local association of the Mannerheim League for Child Welfare

Publications:
Ilmapallon tulo Suomeen (‘The arrival of the balloon in Finland’) Kotiseutu, 1984

Photo: Esa Laurinsilta
Written by Riitta-Ilona Hurmerinta
Translated by Matthew Billington

Background Work Leads to Successful Fundraising

According to Anna Laurinsilta, who has long been involved in this line of work, fundraising is very much based on communication.

– After knowledge of all the related laws and statures, the most important thing is to know who you are working with—those for whom funds are being raised and those who want to donate. When needs and opportunities are communicated in a manner than truly reaches someone, it awakens the desire to help.

Being systematic is at the core of fundraising, and well maintained customer relationship management or CRM is the most important tool in fundraising. For example, it makes it possible to communicate with donors, whether they are regular monthly donors or more occasional donors, during disasters.

– Analysing the information we have on donors helps us improve our operations and better target our efforts. It is a point of honour for us to have an up-to-date and working CRM system.

The Red Cross does not send general fundraising messages automatically to all their members and donors. Based on actual donations, they carefully analyse what should be the next move and who should be targeted. The follow up system also reveals quickly if some new method of raising funds is not working out as expected.

– Experimentation is an essential part of fundraising, and we have bravely tested new ways of going about things. They include direct mail fundraising, targeted appeals to donors, and incentive requests for donations based on such things as raffles and cards. We also try to develop and support volunteering as part of fundraising. An example of this is the Vain elämää goes Punainen Risti (‘Best Singers goes Red Cross’) television programme, in which popular Finnish artists experienced different forms of volunteer work and encouraged viewers to become monthly donors.

Anna Laurinsilta with the mountaineer Veikka Gustafsson at a screening of the film Everest. The film distributor and cinema chain Finnkino arranged an advance screening of the film, the proceeds of which were donated to relief work in the aftermath of the earthquake in Nepal. Veikka Gustafsson was there to share his own experiences on Mount Everest. Photo by Janette Grönfors.

 

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