Chetan Sharma Indianlists

Master Class on Direct Mail in Fund Raising—Finding the Right Lists in India Chetan Sharma-Datamation www.datamationindia.com (m) 9811039482 Email: csharma@nda.vsnl.net.in

What is a List/Database?
-Segmented Information grouped either from secondary sources or primary sources; organized in coherent profiles as per coherent format.
-Can exist in paper or electronic format.
-Must be uniquely identifiable by its core characteristics & attributes.
-Must remain unadulterated, consonant with the profile and unduplicated.
-Must not contain any spelling errors.
-Must get segmented as per selection criteria.
-Must conform to the address privacy and data security concerns.
-Must be stored in a state of art database.

Indian Lists Buildup Process for Fund raising Campaign Management A multi-pronged strategy for building up database that is unique and consistent and enables a professional to manage fundraising campaign and extract donations leading to lifelomg value and relationship.

Database aggregation and Build up Tool TV Press Radio Cinema Cable Newspapers & Periodicals Channel Sales Call Center Mining Tool GIS Govt. Statistics DATA WAREHOUSE Media/NRS Data Direct Contact Business Cards People Responses WEB Analysis Tool Internet POP Yellow Pages India List Buildup process—Compiled & Profiled Lists

Indian Lists Building Process
Much of Lists building process begins in the Document Preparation Department where slitting, extracting, sorting and coding is done prior to data capture.
Proper preparation means more efficient data capture and processing, and quicker turnaround time.
Staff of trained clerical personnel and managers are needed for managing the database building process.

Pre-requisites of a Good List
High level of accuracy in data entry.
Extent of multi level data verification needed to be done to avoid duplication.
Date accuracy.
Data segregation parameters..

Indian Lists Scenario
Indian Lists Market scenario -Large number of players offer databases in a unregulated market. -Most Indian database players have scant respect for data privacy and accuracy. -Most List suppliers are unorganized and from the grey market. -However organized list suppliers such as Datamation, Dun & Bradstreet & few others offer compiled, classified, third party lists. -Email, Tele-calling and Direct Mail lists are offered by the Industry for wide ranging prices

Generic Classification of Lists-Consumer Lists
Consumer Lists: Club Lists, High Net worth Individuals, Premium residential localities residents, Luxury Products users, Tax payers, Socio-economic Demographic Lists
Selection: Type of Clubs, Locality name, State/City, Category of Cars, Newspapers, Luxury products categories
Estimated universe available lists: 7-10 million names

Generic Classification of Lists-Business Lists
ET Top 500 Companies List—500 unique names
Selection: Sales turnover, Business category, Location, # of employees,# of PCs, PAT, PBT
CII Top 3000 Companies List-3000 unique names
Selection: Same as above
Indian Corporate List: Top Companies+ others as per SIC –78,000 unique names
Selection: Sales turnover, Location,Product category, # of employees, # of PCs, PAT.
Small & Medium Enterprises—3.8 million unique names
Selection: Location,Product category

E-Mail Lists Build up Process
Generate your own email lists or select off-the shelf available classified lists
Generate response from the list
Update the email database
Support Privacy Efforts
Define your measurement criteria
Track and react

E-Marketing-Generate a Response
Too many of the early Internet based Fund Raising programs were designed to "build traffic" or "generate clicks." While traffic is an important factor in any campaign, you need to make sure donors do more than just browse. Successful e-Marketing programs encourage donors to register, or better yet buy (and track results every step of the way).

Good Lists Lead to Donor Ownership which is a Direct Approach to Charity Stewardship Advertising Resource Mobilization Mass Market Attitudinal Single Minded Segmented Behavioural Customized The Brand Donor

The Relationship cycle
Donor Ownership - our process for relationship management
Right Solution, Right Person, Right Time, Right Communication Developing acquisition strategies, information, tools and programs to aid conversion Donation Process Targeting the right donor for donation - Acquisition Process Relevant donor care, problem solving and in-touch activities to grow relationships Profile drive new donor acquisition Defining brand & donor Creating brand awareness Retention - Happy donors s Universe Prospect Donor Donor Service Suspect

Thank You

Chetan Sharma Indianlists

by anuptiwari on Apr 27, 2009

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Chetan Sharma Indianlists — Presentation Transcript