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19th SAFRW Presentation

19th SAFRW Presentation



How to do DM

How to do DM



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    19th SAFRW Presentation 19th SAFRW Presentation Presentation Transcript

    • Direct Marketing Programme How to Start Your Own? Presented by Anup Tiwari, Fundraising Specialist, UNICEF @ 19 th SAFRW, Agra, India
    • The Love Story of Mr. CT Haryi & Ms. Dorson
    • How Haryi met Dorsy & they became an item
    • Our handsome Haryi
      • Was secretly in
      • with
      • Dorsy
      • Infact he was in love with her golden locks the most
    • But he could not tell Dorsy that He was surely sad about it
    • Then Haryi had an idea
    • CT Haryi Loves Dorson
    • But he was in for some misfortune Surely Not for Me. There are so many Dorsons around. What should I do?
    • He surely was crest fallen
    • Then he had another brain wave Let me tell Dorsy’s friend Ed Ami Fool not me. Why should I? I also like Dorson and may want to…. + =
    • Killed but not fully He goes to basics
    • He ‘dove-letters’ a ‘love-letter’
    • I have got a mail! Oh! Its me only. And CT Haryi loves me!!! I don’t believe this. He has asked to write back to him or call him urgently. Let me do that now!
    • Our Haryi is impatient Love is surely on the cards
    • And then they meet face to face And become an item
    • Thank You Direct Marketing For uniting lovers
    • Let me explain
      • Can you jumble the three characters in this love story
        • CTHaryi
        • Dorson
        • EdAmi
              • And…….
    • We get
      • Charity
      • Donors
      • Media
    • The successful ways if you noticed Were the Direct Marketing tools
    • Direct Marketing
      • Is about sending message directly to donors
      • It has a ‘call for action’
    • DM Tool Box
      • Direct Mail
      • Telephone
      • Face to Face
      • Tele-facing
      • Direct Response Advt./TV (DR TV)
      • New Media- email, web 1.0, web 2.0, sms
    • DIRECT MAIL What works. What does not.
    • Direct Mail Pack
      • OME (Outer Mailing Envelope)
      • An appeal letter
      • Donation Coupon
      • BRE (Business Reply Envelope)
      • Leaflet
      • Lift Letter
      • Premiums/Gimmicks
    • Acquisition Pack OME Premiums BRE Lift Letter Head Letter Donation Coupon
    • Other Direct Mail Aspects
      • Cold Mail
      • Warm Mail
      • Thank you Mail
      • Response Rates
      • Profitability-RoI
    • Direct Mail
      • Lift Letter
      • Warm Mail
      • BRE
      • Banks’ high net worth client lists
      • Gold card / Diner card lists
      • Good Magazine subscription lists
      • Newsletter / Annual Report
      • Tax-mail
      • Stories
    • Direct Mail
      • Reckless Cold Mail
      • Improper gap
      • CA/Doctor/Lawyer lists
      • Too text heavy mailers
      • Pictures of distress
      • Girl child mailers in North India
      • Couriers ?
    • Telecalling What works, what does not.
    • About Telecalling
      • Calling on Home Numbers
      • Calling on Office Numbers
      • Calling on Mobiles
      • In-house
      • Outsourced
      • Cold & Warm
    • Telecalling
      • Very effective for new donors and retention both
      • Backed by cheque pick-up facility
      • Smart communicator- non-intrusive
      • Crisp script
      • Effective even during weekdays
    • Telecalling
      • Residences in afternoons
      • Follow-up calls not made
      • Several people same database
      • Reckless calling on mobiles
    • Face to Face What works. What does not.
    • Face to Face
      • A team of Direct Sales People at:
      • Door to Door
      • Office to Office
      • Street Corners
      • Pitch with stalls put at Malls, Offices, Residential complexes etc.
    • F2F Fundraising
      • Too much aggression
      • Low employee replacement
      • Cash donations
      • Low levels of general awareness
      • Improper donor servicing
    • FTF Fundraising
      • Universality of your cause
      • Good brand awareness
      • Compatible outsourcing partner
      • Regular orientation
      • Concise presentation literature
      • Large numbers tapped
      • Close monitoring
    • New Media & DR Advt. KNOWING & USING IT.
    • New Media
      • Web Banners
      • Emails
      • Website with Payment Gateway
      • Search Engine Advertising
      • Web 2.0- user generated content and communities
      • SMS
    • DR Advt./TV
      • TV Spot/Print Advt. with call back number/website address/SMS/ Postal address
      • Call for Action
      • OOH- Out of Home Media
      • Telethon as extensions of DR TV
    • Tele-facing A jugaad from India that works
    • Are you wondering?
      • What is Tele-facing?
      • or/and
      • Tele-facing still looks English, but what is Jugaad?
    • ‘ The Jugaad’ on Indian village roads (Noun)
    • Jugaad, the verb
      • Managing to get things done somehow or the other with limited resources.
    • Why is Jugaad, the noun, called so? Pumpset during morning and evenings for watering fields Jugaad’s engine during the day
    • Strapping the pump to a wooden quadricycle is not difficult Your local ironsmith will do it for you!
    • And here we have a cheaper and more efficient rural vehicle than..
      • World’s cheapest car, the INR 125,000 Tata Nano
    • The Spirit of Tele-facing…
      • Is deeply routed in the concept of Jugaad
      • “ Managing to get things done somehow or the other with limited resources”
      • The following slides will tell you how
    • What is Tele-facing?
      • Hybrid of Telemarketing & Face 2 Face
      • Engine of Tele-marketing and body of Face 2 Face
      • Telecaller makes a brief pitch and fixes a meeting for the Field Executive to present
    • Why Tele-facing?
      • Donors promise to send a Bank Cheque but don’t
      • Credit Card over phone not considered a popular/safe option
      • Need more information/couple of days to think and give
      • Access to donor not possible by walking-in
    • How did it evolve in India?
      • A very common method to sell financial products like credit cards, insurance etc.
      • Started as a cheque collection service using semi-literate staff from one time donors
      • Evolved to Educated Field Executives who can sell/upgrade/convert
    • Tele-facing Team
      • Handled through a specialized agency
      • A call center with say 10 seats and above
      • 2 or more field executives having distinct territories
      • 1 Team Leader cum field executive
      • 1 Project Coordinator
    •     PROCESS Facer meets donor seeks pledge/ one time donation. Telecallers call prospects/ existing donors & fix meetings Coordinator Passes lead to Team Leader cum Facer Thru TL & Coordinator donation reaches NGO NGO sends Thank You Package to The donor 5
    • Call/Contact Statistics
      • 100 contacts per caller
      • 20 contacts given telephonic presentation
      • 2 contacts give appointment
      • 80% of appointments donate
    • Tele-facing results in India
      • First time RoI around 2.5 in case of one-time donors
      • Average Donation Size around INR 2,100
    • Experiences in India with various strategies Conversion Retention Acquisition Strategy Good Very Good Average Direct Mail Very Good Very Good Very Good Tele-facing Average Average Very Good Face to Face Very Good Very Good Average Telemarketing
    • Can Tele-facing be used for raising high value donations
      • Donations >= INR 20,000 very common
      • Ideal for raising funds from Small & Medium Enterprises
      • Employee group collections
    • Takeaways from the session 1,2,3 of it.
    • The Jugaad of Tele-facing works! Do test it ! TAKE AWAY-1
    • Take away 2
      • If you have Investment funds start with Direct Mail and Add others
      • If you do not have Investment funds then FTF and Tele-facing on commission basis may be an option
    • Charity Loves Donors Direct Marketing Makes it Possible. Test it Now! TAKE AWAY 3
    • Thank You Questions Please! For downloading presentation visit www.fundraisingindia.org