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
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
The successful ways if you noticed Were the Direct Marketing tools
Is about sending message directly to donors
It has a ‘call for action’
DM Tool Box
Face to Face
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
BRE (Business Reply Envelope)
Acquisition Pack OME Premiums BRE Lift Letter Head Letter Donation Coupon
Other Direct Mail Aspects
Thank you Mail
Banks’ high net worth client lists
Gold card / Diner card lists
Good Magazine subscription lists
Newsletter / Annual Report
Reckless Cold Mail
Too text heavy mailers
Pictures of distress
Girl child mailers in North India
Telecalling What works, what does not.
Calling on Home Numbers
Calling on Office Numbers
Calling on Mobiles
Cold & Warm
Very effective for new donors and retention both
Backed by cheque pick-up facility
Smart communicator- non-intrusive
Effective even during weekdays
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
Pitch with stalls put at Malls, Offices, Residential complexes etc.
Too much aggression
Low employee replacement
Low levels of general awareness
Improper donor servicing
Universality of your cause
Good brand awareness
Compatible outsourcing partner
Concise presentation literature
Large numbers tapped
New Media & DR Advt. KNOWING & USING IT.
Website with Payment Gateway
Search Engine Advertising
Web 2.0- user generated content and communities
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?
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
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
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
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