Presented Thursday, May 7, 2015, at 2:30 p.m.

1. This?
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This?

2. Strategies for Telefunding
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Or…

3. Agenda
• Selling telefunding to your leadership
• Telefunding models
• Segmenting prospects: asks
• Messaging
• Planning & marketing coordination
• Staffing/hiring
• Measurements
• Revenue projections
• Fulfillment
• Technology
• State registrations
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4. Selling telefunding to your leadership
Managing expectations & perceptions:
•Projecting revenues
•Projecting costs
•Conversations with patrons & donors
/ personal approach / training plan
•Public relations tool
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5. Telefunding models
- In-house (paid or volunteer)
- Outsourced onsite
- Outsourced offsite
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6. Segmenting your database for
strategy, ask & messaging
– Renewal
• Dollar levels, years of giving (1, 2+), purchase history
– Lapsed Donors
• Years lapsed (1-5), dollar levels, purchase history
– Acquisition
• Year, Production, Ticket Prices
• Patron lifecycle:
– Single ticket buyer  Subscriber  Donor
OR
– Single ticket buyer  Donor  Subscriber
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7. Messaging
Used effectively MOST times in this order:
– Education / Outreach
– Economic impact
– Donor benefits
– Artistic
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8. Planning & Marketing
Coordination
– Lead Matrix
– Thank you calling
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9. Staffing & Hiring
– Manager
– Caller hiring
– Scheduling calling
– Performance expectations
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10. Key Measurements
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Measurement Ideal for: Description Benchmark(s)
Total dollars Campaign Segmented by: Renewal, Lapsed, Acquisition * See next page
Renewal
increase rate
Campaign &
Caller
Measures the aggregate rate of increase of
renewing donors (this year versus last year)
10%+, but can be
significantly higher based on
strategies/asks
Response rates
(on net
contacts)
Campaign &
Caller
# of gifts relative to the gross or net # of leads
for the group
• Renewal: 45-70%
• Lapsed 1: 30%
• Lapsed 2-5: 15%
• Acquisition: 6-18%
Average gift
size
(acquisition)
Campaign &
Caller
Relevant as an independent metric only for
acquisition
$80-$150
Resolution rates Campaign Measures how effectively the group is getting
through a lead pool
• Renewal: 60-80%
• Lapsed: 40-60%
• Acquisition: 25-50%
Credit card rate Campaign &
Caller
The percentage of gifts paid by credit card at
the time of the call
60-80%
Dollars per hour Campaign &
Caller
Dollars generated per payroll hour $40, $60, $80-$150+
Costs Campaign Total costs for campaign (to measure cost per
dollar generated)

11. Revenue Projections
• Each lead group should be projected separately:
– Renewal 1
– Renewal 2+
– Lapsed 1 Donors
– Lapsed 2-5 Donors
– Acquisition (no prior giving history):
• Current STB (most recent & in-season)
• Lapsed STB (2-3 years)
• Current Subscribers
• Lapsed Subscribers (2-4 years)
• Deductions for “bad” records / phone numbers
• Deductions for non-contacted records
• Apply response rate & gift size projection to “good” / contacted records
• Make certain renewal projections are based on last year’s data + increase rate benchmarks,
acquisition will be based on benchmarks
• Cash flow projections based on credit card rate; total fulfillment rate
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12. Fulfillment
– Credit card asks
– Initial & follow-up invoicing
– Write-offs
Total campaign fulfillment rate based on
credit card rate and invoice payments:
85-94%
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13. Technology vs Paper
– Phones & dialing, caller ID
– Lead management
– Recorded calls
– Credit card security / PCI Compliance
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14. State registrations
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15. Paul Larson
plarson@taylardevelopment.com
312-757-5934 office
312-919-4226 mobile
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