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Direct Marketing RA July 08
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Direct Marketing RA July 08

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DM presentation at RA course

DM presentation at RA course

Published in Economy & Finance , Business
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Transcript

  • 1. Direct Response or Direct Marketing Why?/ Tools/ What works/ What does not! Presented at RA’s Fundraising Course 2008, BVB, New Delhi, India
  • 2. Why raise funds at all?
    • Shifting of International resources
    • Potential within India
    • Flexible funds
    • Regular and Sustainable funds
    • Advocacy at profit
  • 3. Raising Funds through
    • Direct Marketing
    • Corporations & Foundations
    • Employee Groups
    • Events
  • 4. Direct Marketing Tool Box
    • Direct Mailers
    • Telemarketing
    • FTF (Face to Face)
    • On-line solicitation
    • DR (Direct Response) TV
  • 5. Direct Mail Pack
    • OME (Outer Mailing Envelope)
    • An appeal letter
    • Donation Coupon
    • BRE (Business Reply Envelope)
    • Leaflet
    • Lift Letter
    • Premiums/Gimmicks
  • 6. Acquisition Pack OME Premiums BRE Lift Letter Head Letter Donation Coupon
  • 7. Other Direct Mail Aspects
    • Cold Mail
    • Warm Mail
    • Thank you Mail
    • Response Rates
    • Profitability-RoI
  • 8. 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
  • 9. 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 ?
  • 10. Face to Face
    • A team of Direct Sales People at:
    • Door to Door
    • Office to Office
    • Street Corners
    • Malls
  • 11. OutsourcedFace2Face Sales
    • Universality of your cause
    • Good brand awareness
    • Compatible outsourcing partner
    • Regular orientation
    • Concise presentation literature
    • Large numbers tapped
    • Close monitoring
  • 12. Outsourced F2F Sales
    • Too much aggression
    • Low employee replacement
    • Cash donations
    • Low levels of general awareness
    • Improper donor servicing
  • 13. Telecalling
    • Calling on Home Numbers
    • Calling on Office Numbers
    • Calling on Mobiles
    • In-house
    • Outsourced
    • Cold & Warm
  • 14. 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
  • 15. Telecalling
    • Residences in afternoons
    • Follow-up calls not made
    • Several people same database
    • Reckless calling on mobiles
  • 16. On-line Solicitation
    • Web Banners
    • Emails
    • Website with Payment Gateway
    • Web 2.0- user generated content and communities
  • 17. DR TV
    • TV Spot with call back number/website address/SMS/ Postal address
    • Call for Action
    • Telethon as extensions of DR TV
  • 18. Finally what works
    • Integrated Campaign
  • 19.