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19th SAFRW Presentation


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19th SAFRW Presentation

  1. 1. Direct Marketing Programme How to Start Your Own? Presented by Anup Tiwari, Fundraising Specialist, UNICEF @ 19 th SAFRW, Agra, India
  2. 2. The Love Story of Mr. CT Haryi & Ms. Dorson
  3. 3. How Haryi met Dorsy & they became an item
  4. 4. Our handsome Haryi <ul><li>Was secretly in </li></ul><ul><li>with </li></ul><ul><li> Dorsy </li></ul><ul><li>Infact he was in love with her golden locks the most </li></ul>
  5. 5. But he could not tell Dorsy that He was surely sad about it
  6. 6. Then Haryi had an idea
  7. 7. CT Haryi Loves Dorson
  8. 8. But he was in for some misfortune Surely Not for Me. There are so many Dorsons around. What should I do?
  9. 9. He surely was crest fallen
  10. 10. Then he had another brain wave Let me tell Dorsy’s friend Ed Ami Fool not me. Why should I? I also like Dorson and may want to…. + =
  11. 11. Killed but not fully He goes to basics
  12. 12. He ‘dove-letters’ a ‘love-letter’
  13. 13. I have got a mail! Oh! Its me only. And CT Haryi loves me!!! I don’t believe this. He has asked to write back to him or call him urgently. Let me do that now!
  14. 14. Our Haryi is impatient Love is surely on the cards
  15. 15. And then they meet face to face And become an item
  16. 16. Thank You Direct Marketing For uniting lovers
  17. 17. Let me explain <ul><li>Can you jumble the three characters in this love story </li></ul><ul><ul><li>CTHaryi </li></ul></ul><ul><ul><li>Dorson </li></ul></ul><ul><ul><li>EdAmi </li></ul></ul><ul><ul><ul><ul><ul><li>And……. </li></ul></ul></ul></ul></ul>
  18. 18. We get <ul><li>Charity </li></ul><ul><li>Donors </li></ul><ul><li>Media </li></ul>
  19. 19. The successful ways if you noticed Were the Direct Marketing tools
  20. 20. Direct Marketing <ul><li>Is about sending message directly to donors </li></ul><ul><li>It has a ‘call for action’ </li></ul>
  21. 21. DM Tool Box <ul><li>Direct Mail </li></ul><ul><li>Telephone </li></ul><ul><li>Face to Face </li></ul><ul><li>Tele-facing </li></ul><ul><li>Direct Response Advt./TV (DR TV) </li></ul><ul><li>New Media- email, web 1.0, web 2.0, sms </li></ul>
  22. 22. DIRECT MAIL What works. What does not.
  23. 23. 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>
  24. 24. Acquisition Pack OME Premiums BRE Lift Letter Head Letter Donation Coupon
  25. 25. Other Direct Mail Aspects <ul><li>Cold Mail </li></ul><ul><li>Warm Mail </li></ul><ul><li>Thank you Mail </li></ul><ul><li>Response Rates </li></ul><ul><li>Profitability-RoI </li></ul>
  26. 26. 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>Stories </li></ul>
  27. 27. 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>
  28. 28. Telecalling What works, what does not.
  29. 29. About 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>
  30. 30. 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>
  31. 31. 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>
  32. 32. Face to Face What works. What does not.
  33. 33. 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>Pitch with stalls put at Malls, Offices, Residential complexes etc. </li></ul>
  34. 34. F2F Fundraising <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>
  35. 35. FTF Fundraising <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>
  36. 36. New Media & DR Advt. KNOWING & USING IT.
  37. 37. New Media <ul><li>Web Banners </li></ul><ul><li>Emails </li></ul><ul><li>Website with Payment Gateway </li></ul><ul><li>Search Engine Advertising </li></ul><ul><li>Web 2.0- user generated content and communities </li></ul><ul><li>SMS </li></ul>
  38. 38. DR Advt./TV <ul><li>TV Spot/Print Advt. with call back number/website address/SMS/ Postal address </li></ul><ul><li>Call for Action </li></ul><ul><li>OOH- Out of Home Media </li></ul><ul><li>Telethon as extensions of DR TV </li></ul>
  39. 39. Tele-facing A jugaad from India that works
  40. 40. Are you wondering? <ul><li>What is Tele-facing? </li></ul><ul><li>or/and </li></ul><ul><li>Tele-facing still looks English, but what is Jugaad? </li></ul>
  41. 41. ‘ The Jugaad’ on Indian village roads (Noun)
  42. 42. Jugaad, the verb <ul><li>Managing to get things done somehow or the other with limited resources. </li></ul>
  43. 43. Why is Jugaad, the noun, called so? Pumpset during morning and evenings for watering fields Jugaad’s engine during the day
  44. 44. Strapping the pump to a wooden quadricycle is not difficult Your local ironsmith will do it for you!
  45. 45. And here we have a cheaper and more efficient rural vehicle than.. <ul><li>World’s cheapest car, the INR 125,000 Tata Nano </li></ul>
  46. 46. The Spirit of Tele-facing… <ul><li>Is deeply routed in the concept of Jugaad </li></ul><ul><li>“ Managing to get things done somehow or the other with limited resources” </li></ul><ul><li>The following slides will tell you how </li></ul>
  47. 47. What is Tele-facing? <ul><li>Hybrid of Telemarketing & Face 2 Face </li></ul><ul><li>Engine of Tele-marketing and body of Face 2 Face </li></ul><ul><li>Telecaller makes a brief pitch and fixes a meeting for the Field Executive to present </li></ul>
  48. 48. Why Tele-facing? <ul><li>Donors promise to send a Bank Cheque but don’t </li></ul><ul><li>Credit Card over phone not considered a popular/safe option </li></ul><ul><li>Need more information/couple of days to think and give </li></ul><ul><li>Access to donor not possible by walking-in </li></ul>
  49. 49. How did it evolve in India? <ul><li>A very common method to sell financial products like credit cards, insurance etc. </li></ul><ul><li>Started as a cheque collection service using semi-literate staff from one time donors </li></ul><ul><li>Evolved to Educated Field Executives who can sell/upgrade/convert </li></ul>
  50. 50. Tele-facing Team <ul><li>Handled through a specialized agency </li></ul><ul><li>A call center with say 10 seats and above </li></ul><ul><li>2 or more field executives having distinct territories </li></ul><ul><li>1 Team Leader cum field executive </li></ul><ul><li>1 Project Coordinator </li></ul>
  51. 51.     PROCESS Facer meets donor seeks pledge/ one time donation. Telecallers call prospects/ existing donors & fix meetings Coordinator Passes lead to Team Leader cum Facer Thru TL & Coordinator donation reaches NGO NGO sends Thank You Package to The donor 5
  52. 52. Call/Contact Statistics <ul><li>100 contacts per caller </li></ul><ul><li>20 contacts given telephonic presentation </li></ul><ul><li>2 contacts give appointment </li></ul><ul><li>80% of appointments donate </li></ul>
  53. 53. Tele-facing results in India <ul><li>First time RoI around 2.5 in case of one-time donors </li></ul><ul><li>Average Donation Size around INR 2,100 </li></ul>
  54. 54. Experiences in India with various strategies Conversion Retention Acquisition Strategy Good Very Good Average Direct Mail Very Good Very Good Very Good Tele-facing Average Average Very Good Face to Face Very Good Very Good Average Telemarketing
  55. 55. Can Tele-facing be used for raising high value donations <ul><li>Donations >= INR 20,000 very common </li></ul><ul><li>Ideal for raising funds from Small & Medium Enterprises </li></ul><ul><li>Employee group collections </li></ul>
  56. 56. Takeaways from the session 1,2,3 of it.
  57. 57. The Jugaad of Tele-facing works! Do test it ! TAKE AWAY-1
  58. 58. Take away 2 <ul><li>If you have Investment funds start with Direct Mail and Add others </li></ul><ul><li>If you do not have Investment funds then FTF and Tele-facing on commission basis may be an option </li></ul>
  59. 59. Charity Loves Donors Direct Marketing Makes it Possible. Test it Now! TAKE AWAY 3
  60. 60. Thank You Questions Please! For downloading presentation visit