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Raising Funds from Individuals




                             Using Direct Marketing to Do It!

  Presented by Anup Tiwari, RA -VSO Workshop, Nepal; www.FundraisingAsia.org
The Love Story of
How Haryi met Dorsy

& they became a couple?
Individual Fundraising Ra Vso
But he could not tell Dorsy that




                       He was surely
                        sad about it
Individual Fundraising Ra Vso
CT Haryi Loves Dorson
Not for Me,
     I
guess ..??
Individual Fundraising Ra Vso
Try Edami
              Why
             should I
            waste my
               own
            chance?
Individual Fundraising Ra Vso
Killed but not fully

  He goes to basics
Individual Fundraising Ra Vso
Yipee…he
loves me !
Love is surely on the cards
And then they meet face to face




                 And live happily there after
Thank You Direct Marketing

       For uniting lovers
The successful ways if you
         noticed
 Were the Direct Marketing tools
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
Individual Fundraising Ra Vso
Individual Fundraising Ra Vso
Individual Fundraising Ra Vso
Address Labels
visible from back
   of envelope
Individual Fundraising Ra Vso
Individual Fundraising Ra Vso
Individual Fundraising Ra Vso
Individual Fundraising Ra Vso
Direct Mail Pack
•   OME (Outer Mailing Envelope)
•   An appeal letter
•   Donation Coupon
•   BRE (Business Reply Envelope)
•   Leaflet
•   Lift Letter
•   Premiums
Other Direct Mail Aspects
• Cold Mail v/s 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

• Pictures of distress

• Couriers ?
Telecalling
About Telecalling
• Home Numbers

• Office Numbers

• Mobiles

• In-house v/s Outsourced

• Cold v/s Warm
Telecalling
• Residences in afternoons

• Follow-up calls not made

• Several people same database

• Reckless calling on mobiles
Face to Face Fundraising
Individual Fundraising Ra Vso
Individual Fundraising Ra Vso
Individual Fundraising Ra Vso
FTF Fundraising
• Regular orientation

• Concise presentation literature

• Large numbers tapped

• Close monitoring

• Good sites
F2F Fundraising
• Too much aggression

• Low employee replacement

• Cash donations
Tele-facing
What is Tele-facing?
• Hybrid of Telemarketing & Face 2
  Face



• Telecaller makes a brief pitch and
  fixes a meeting for the Field Executive
  to present
Individual Fundraising Ra Vso
Individual Fundraising Ra Vso
Individual Fundraising Ra Vso
Individual Fundraising Ra Vso
Individual Fundraising Ra Vso
PROCESS



                 Coordinator
                Passes lead to
                                              Facer meets donor
                                                                   
                                              seeks pledge/
                 Team Leader
                                              one time donation.
                  cum Facer





      Telecallers
     call prospects/
    existing donors
                                                 Thru TL & Coordinator
                                                 donation reaches NGO
                                                                         
     & fix meetings



                                 NGO sends
                                 Thank You
                                 Package to
                                                           5
                                  The donor
New Media & DR Advt.

  KNOWING & USING IT.
Direct Response Adverts/TV


 TV Spot or Print Advert with call back
 number/website address/SMS/ Postal
               address
Individual Fundraising Ra Vso
New Media
• Web Banners

• Emails

• Website with Payment Gateway

• Search Engine Advertising

• Web 2.0- user generated content and communities

• SMS
Takeaways from the session

         1,2,3 of it.
TAKE AWAY-1




    Tele-facing works!

              Do test it !
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
– CTHaryi

– Dorson
We get
• Charity

• Donors
TAKE AWAY 3




    Charity Loves Donors

      Direct Marketing Makes it
        Possible. Test it Now!
Thank You

For downloading presentation visit
    www.FundraisingAsia.org

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