Rasing Funds Through Direct Marketing

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Direct Marketing Tools in India

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Rasing Funds Through Direct Marketing

  1. 1. RAISING FUNDS THROUGH DIRECT MARKETING Tools/ What works/ What does not Presented at Resource Alliance Fundraising Course at Bhartiya Vidaya Bhawan, New Delhi, India
  2. 2. DM Tool Box <ul><li>Direct Mailers </li></ul><ul><li>Telemarketing </li></ul><ul><li>FTF (Face to Face) </li></ul><ul><li>On-line solicitation </li></ul><ul><li>DR (Direct Response) TV </li></ul>
  3. 3. Direct Mail Pack <ul><li>OME (Outer Mailing Envelope) </li></ul><ul><li>An appeal letter </li></ul><ul><li>Donation Coupon </li></ul><ul><li>BRE (Business Reply Envelope) </li></ul><ul><li>Leaflet </li></ul><ul><li>Lift Letter </li></ul><ul><li>Premiums/Gimmicks </li></ul>
  4. 4. Other Direct Mail Aspects <ul><li>Cold Mail </li></ul><ul><li>Warm Mail </li></ul><ul><li>Response Rates </li></ul><ul><li>Profitability </li></ul>
  5. 5. Direct Mail <ul><li>Lift Letter </li></ul><ul><li>Warm Mail </li></ul><ul><li>BRE </li></ul><ul><li>Banks’ high net worth client lists </li></ul><ul><li>Gold card / Diner card lists </li></ul><ul><li>Good Magazine subscription lists </li></ul><ul><li>Newsletter / Annual Report </li></ul><ul><li>Tax-mail </li></ul><ul><li>Case studies / Success Stories </li></ul>
  6. 6. Direct Mail <ul><li>Reckless Cold Mail </li></ul><ul><li>Improper gap </li></ul><ul><li>CA/Doctor/Lawyer lists </li></ul><ul><li>Too text heavy mailers </li></ul><ul><li>Pictures of distress </li></ul><ul><li>Girl child mailers in North India </li></ul><ul><li>Couriers ? </li></ul>
  7. 7. Face to Face <ul><li>A team of Direct Sales People at: </li></ul><ul><li>Door to Door </li></ul><ul><li>Office to Office </li></ul><ul><li>Street Corners </li></ul><ul><li>Malls </li></ul>
  8. 8. OutsourcedFace2Face Sales <ul><li>Universality of your cause </li></ul><ul><li>Good brand awareness </li></ul><ul><li>Compatible outsourcing partner </li></ul><ul><li>Regular orientation </li></ul><ul><li>Concise presentation literature </li></ul><ul><li>Large numbers tapped </li></ul><ul><li>Close monitoring </li></ul>
  9. 9. Outsourced F2F Sales <ul><li>Too much aggression </li></ul><ul><li>Low employee replacement </li></ul><ul><li>Cash donations </li></ul><ul><li>Low levels of general awareness </li></ul><ul><li>Improper donor servicing </li></ul>
  10. 10. Telecalling <ul><li>Calling on Home Numbers </li></ul><ul><li>Calling on Office Numbers </li></ul><ul><li>Calling on Mobiles </li></ul><ul><li>In-house </li></ul><ul><li>Outsourced </li></ul><ul><li>Cold & Warm </li></ul>
  11. 11. Telecalling <ul><li>Very effective for new donors and retention both </li></ul><ul><li>Backed by cheque pick-up facility </li></ul><ul><li>Smart communicator- non-intrusive </li></ul><ul><li>Crisp script </li></ul><ul><li>Effective even during weekdays </li></ul>
  12. 12. Telecalling <ul><li>Residences in afternoons </li></ul><ul><li>Follow-up calls not made </li></ul><ul><li>Several people same database </li></ul><ul><li>Reckless calling on mobiles </li></ul>
  13. 13. On-line Solicitation <ul><li>Web Banners Unicef - Fund Raising Campaign </li></ul><ul><li>Emails </li></ul><ul><li>Website with Payment Gateway </li></ul>
  14. 14. DR TV <ul><li>TV Spot with call back number/website address/SMS/ Postal address </li></ul><ul><li>Call for Action </li></ul><ul><li>Telethon as extensions of DR TV </li></ul>
  15. 15. Finally what works <ul><li>Integrated Campaign </li></ul>

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