Tele-Fundraising - Bethan Holloway, Pell & Bales
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Tele-Fundraising presentation by Bethan Holloway, Pell & Bales at Enlighten Conference, Monday 26 November 2012.
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Tele-Fundraising - Bethan Holloway, Pell & Bales
- 1. TELEPHONE FUNDRAISING Bethan Holloway Client Services Director Pell & Bales November 2012 1
- 2. Contents 1. Why Phone? 2. How the Phone is used in Fundraising? 3. Designing & Delivering a Campaign
- 3. P&B will make 3m outbound calls this year 400-500K Contacts per annum 50-150K Contacts per annum <20K Contacts per annum
- 4. The telephone is used at every stage of the supporter journey Source: P&B call figures
- 5. What drives telephone use by charities High Response Rates Decline in Traditional Channel Effectiveness Drives Engagement & Retention Positive Impact on Future Giving Positive Impact on Future Giving
- 6. High Response Rates High Response Rates Decline in Traditional Channel Effectiveness Telephone Mail Email MG Acquisition ‘Cold Lists’ 2-5% 0.5-1.5 % 0.01% Drives Engagement & Retention Converting Cash to MG 6-12% 2% 0.01% Upgrading MG 25-50% 3-5% 0.05% Reactivating Lapsed MG 15-40% 4% 0.05% Positive Impact on Future Giving Cross-sell MG to Traders 6-8% 1% Cross-sell MG to Event 6-15% 1% Participant Cross-sell MG to Campaigners 6-9% 1% Flexibility MG = Monthly Giving
- 7. Decline in Traditional Channel Effectiveness Avg donor acquisition yr 1 ROI by channel High Response Rates Decline in traditional Channel Effectiveness Drives Engagement & Retention Positive Impact on Future Giving Flexibility
- 8. Conversation improves supporter retention Attrition is higher on those donors that have not received a phone call High Response Rates Decline in traditional Channel Effectiveness Drives Engagement & Retention Positive Impact on Future Giving Flexibility
- 9. Positive Impact on Future Giving High Response Rates SUBSEQUENT MAIL RESPONSE % 35 32% NON-TF Decline in traditional DONORS % Response 30 TF DONORS Channel Effectiveness 25 20% 18% 19% 20 16% 13% Drives Engagement & 15 9% Retention 10 7% 6% 7% 5 0 Positive Impact on Future Giving DM 1 DM 2 DM3 DM4 DM5 Flexibility
- 10. Flexibilty High Response Rates •Channel integration and multi stage campaigns lift response rates Decline in traditional Channel Effectiveness •Phone is the one channel that can be applied universally and integrate seamlessly in multiple channel campaigns Drives Engagement & Retention Positive Impact on Future Giving Flexibility
- 11. The Power of Conversation Traditional Warm Cash With Phone Integration Appeal 1.Phone donors to announce 1.Mail donors with DM pack a mailing 2.Donors return form / gift 2.Mail donors 3.Donors return form / gift
- 12. The Power of Conversation QUICK CASH TM + TRADITIONAL Channel MAIL MAIL ONLY VOL 4,554 4,554 RR 22% 5.9% AVE VAL £25.72 £27.50 RESPONSE 1,002 269 INCOME £25,768 £7,388 INCOME per DONOR £5.66 £1.62 UNIT COST £1.50 £0.50 COST £6,831.00 £2,277.00 NET INCOME £18,937.35 £5,111.87 NET INCOME per DONOR £4.16 £1.12 ROI 3.77 3.25
- 13. How the phone is used in fundraising
- 14. Traditional Regular Giving Campaigns
- 15. Traditional Non Regular Giving Campaigns LEGACY CASH EMERGENCY GIFT AID
- 16. Legacy Telemarketing • Enquirer Generation: Introducing the LEGACY concept, generating interest • Stewardship & Development: Guiding CASH the donor through the decision making process, pledger thanking EMERGENCY GIFT AID
- 17. Using the Phone to Generate Cash • Mid-high value, capital appeals LEGACY • Lower value, ‘Quick Cash’ calls combined with mail CASH EMERGENCY GIFT AID
- 18. Emergency Telemarketing • Rapid response LEGACY • ‘On the shelf’ campaigns ready to call within hours CASH EMERGENCY GIFT AID
- 19. Gift Aid Telemarketing • Reach those that ignore the ask or LEGACY avoid thinking about tax • Clarify with those that ‘think’ they are CASH non-taxpayers EMERGENCY GIFT AID
- 20. Emerging & Growing Areas for the Phone PROSPECTING & SMS LOYALTY EVENTS MOBILE GIVING
- 21. 2 Stage Acquisition: Prospecting & SMS • Sector challenge deliver engaged donors at volume PROSPECTING & SMS - F2F and Door provide the sector with high volumes but attrition rates of 40%+ LOYALTY • Prospecting breaks the acquisition process into 2 stages - Stage 1: Attracted prospects that share your values and emotionally connect to EVENTS the cause - Stage 2: Fundraising MOBILE GIVING
- 22. 2 Stage Acquisition: Prospecting & SMS PROSPECTING & SMS LOYALTY EVENTS MOBILE GIVING • Text ‘CEASEFIRE’ • Goes viral, 182k people text and petition taken to Downing St. • Supporters called on their mobile phone • 9% conversion to MG, £350,000 raised
- 23. Using the Phone to Drive Loyalty & Life Time Value PROSPECTING & SMS It costs 10 times as LOYALTY much to recruit a new donor today as it EVENTS does to retain and existing one! MOBILE GIVING
- 24. Using the Phone to Drive Loyalty & Life Time Value Bespoke Loyalty Conversations PROSPECTING & SMS •Reduce attrition by 10-30% LOYALTY •Twice as positive about the charity •34% more likely to upgrade EVENTS •50% more likely to support in other ways MOBILE GIVING ….and Legacies?
- 25. Maximising Income from Event Programs • Increase registration rates PROSPECTING & SMS • Increase average sponsorship values • Increase sponsorship returner rates LOYALTY EVENTS MOBILE GIVING
- 26. Maximising Income from Event Programs PROSPECTING & SMS LOYALTY EVENTS MOBILE GIVING
- 27. Giving Monthly Through your Mobile Phone Mobile MG vs. Direct Debit MG Engagement: Content, conversations and PROSPECTING & SMS fundraising asks delivered to a single hand-set Integration: voice, video, SMS and email LOYALTY Donor led: Communication channel of choice, flexible payments and donor control - ‘skip’ function EVENTS Small charities: Transactions, reporting and comms managed for you from a hosted database ×Max £10 payments MOBILE GIVING
- 28. Designing & Delivering a Campaign
- 29. Planning and delivering Gift Confirmations Forms FUNDRAISER SCRIPT SEGMENT- SELECTION DATA TELE- & DELIVERING POST CALL ATION & & SELECTIONS TRACING SCRIPTED THE CALLS FULFILLMENT TARGETS FUNDRAISER RESPONSES BRIEFING Coaching Identifying the best Operational targets prospects? Hours management What data do you need for gift processing, to DATA RETURNS drive creative and personalise the call? Transacting Gifts CAMPAIGN Loading new data to database REVIEW
- 30. Logistics • Cash donors and prospects TIMING & CONTACT - ASAP from point of initial STRATEGY support • Upgrade THE ASK - First ask 6-9 months • Reactivation - ASAP from point of lapse • When going back to donors/rejecters leave c.12 months between calls
- 31. Logistics TIMING & CONTACT • Conversion STRATEGY - Use previous giving history to determine prompt levels THE ASK • Cross-sell & Prospect Conversion - £8-£12 first ask - £5-£6 second ask • Upgrade - First ask 200% - Second ask 150% of current gift
- 32. The Quick Wins & the Big Wins MUST DO CAMPAIGNS •Upgrade: of all activity it is likely that this will yield the highest ROI •Reactivation: Much easier and cheaper than going and finding new regular givers EASY CAMPAIGNS TO START WITH •Loyalty Calls (welcome and/or thanking): enjoyable calls to make with no ask but measurable impact on income •Quick Cash : softer ask and little ‘negotiation’ skills required •Gift Aid : softer ask, skills required to get past initial ‘non-taxpayer’ response
- 33. The fundamentals of script design and delivery ‘Hello …’ More Listening & Information Sympathy Cross Selling Information Acknowledgement Requests ICE ASK FOR INTRO CASE NEGOTIATE CONFIRM CLOSE BREAKER MONEY Legal Special Disclosures Actions Motivation Objection Gift Handling Processing ‘Goodbye …’ Design a script that puts you and the fundraiser in control of the message and course of conversation: Develop structure that sign posts the Fundraiser through call, enabling to flex in and out of the conversation
- 34. Bethan Holloway Client Services Director Pell & Bales 211 Old Street London EC1V 9NR Email : bholloway@pellandbales.co.uk Direct Line : +44 (0) 20 7187 7153 Switchboard : +44 (0) 20 7187 7187
Editor's Notes
- So.. Who’s already including telephone campaigns their fundraising? And never used the phone? And who’s here to get a general understanding of how the phone could compliment their fundraising? And is anyone looking for practical tips and a guide to delivering a campaign, perhaps in house?
- Phone used extensively and very successfully in fundraising From small charities to large From small tactical campaigns to large scale programs
- 8 And its used across the whole spectrum and each stage of the donor journey This represents a breakdown of the calls we make Skew towards regular giving fundraising, where phone is has traditionally been used – when we look at why the phone is powerful and how to conduct a campaigns the learning from today will be applicable to all fundraising disciplines though
- So why are they using the phone?
- When look at RR across all types of activity, and compare all channels, you’ll find phone driving significantly higher response rates No time to go through table but if take upg for example, you might get <1% by email, maybe 4% by mail, but would get RR on the phone in the high 30’s
- Decline in ROI for traditional high volumes channels F2F and Telephone ROI remains stable and now outperforms traditional channels Shifting spend from traditional channels to telephone and F2F
- Anyone used phone looked at the impact it has on LTV, or attrition?
- Control group, no TF. Vs TF group Their subsequent response to direct mail tracked over 12 months.
- While traditional channels are struggling to bring in acceptable response rates on there own, especially on acquisition, integrated other channels helps uplift response rates The phone is the one channel that can be applied universally and can integrate seamlessly into multiple channel campaign ie can be partnered with email, sms, mail and lift response For example (next slide)…..
- Quick case study demonstrating how conversation can be used to strengthen your ask Took traditional program Testing a multi stage against it
- Multi stage/phone approach got sig better RR Now you might think that ROI not too different (higher costs), and may even have been the same BUT look at the number of responses and the income raised! It was easy to say yes – ‘can I send you a form, will you donate’ When donor has committed, to a real person, more likely to follow through on that commitment Why not just take over phone? - Donors don't like to give card details over phone - Negotiation around this point and processing card details extends call length and expense
- So that’s why But how is being used?
- What are the traditional and large program campaigns, and how do they perform? Firstly upgrade, to is talking to MGs and …you can expect RR’s of… And react, which is… Cash conversion > brand new cash donors, active and lapsed Cross-sell is about reaching other database groups, maybe campaigners, event participates, traders… You will see buying cold lists ..not successful So prospecting is about generating your own lists of engaged supporters…
- Negotiation can be powerful when done well, and matching the supporter to the giving level they are most comfortable with in theory should increase retention rates but where prompt amounts become about ROI and not supporters, as with Face too Face and Door where minimum gift amounts are fairly high, then this can contribute to poor retention
- First large scale, successful SMS camapign in the UK Gaza conflict early 2009: Save the Children UK run National press campaign - text ... Only had mobile no. Very clear objectives at each stage. Initial campaign (stage one) actually planned by the camapigning team, withno fundrasing intention Make it easy to respond, minimal commitment e.g. micro donations or a non-financial ask Encourage the message to go viral through creative Secure contact details for stage two: SMS is great because it can be printed anywhere and the prospect is giving you their mobile number
- Other life time value indicators we have seen evidence of...
- Like with the example I gave earlier of adding a phone conversation to a traditional cash campaign The phone can be added to event programs too
- Participants were called with a welcome, and to reinforce the fundraising message, and were given practical tips on how to maximise their fundraising efforts, (e.g. how to promote using Facebook)
- The rise in smart phones presents a real opportunity to charities P&B have partnered with Cymba to provide Connected: a fully serviced monthly mobile giving product: a system that allows supporters to make and control a monthly gift direct from their mobile and receive content and updates in return
- As in all direct marketing activity DATA will drive success. How will you identify the best prospects? What information will you want for segmentation, to process the gift, and to personalise the call Think now about data returns and data process after the call
- Could end here if run out of time General rule of thumb:…
- flex in and out of the conversation – bringing it back on course Opening about building trust and rapport Icebreakers to gauge the level of understanding and enagement which will help the FR set the tone and refine the content of the message ...