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Master Class on Direct Mail in Fund Raising—Finding the Right Lists in India   Chetan Sharma-Datamation www.datamationindi...
What is a List/Database?  <ul><li>-Segmented Information grouped either from secondary sources or primary sources; organiz...
Indian Lists Buildup Process for Fund raising Campaign Management A multi-pronged strategy for building up database that i...
Database aggregation and Build up Tool TV Press Radio Cinema Cable Newspapers & Periodicals  Channel Sales Call Center Min...
Indian Lists Building Process  <ul><li>Much of  Lists building process begins in the  Document Preparation Department wher...
Pre-requisites of a Good List  <ul><li>High level of accuracy in data entry. </li></ul><ul><li>Extent of multi level data ...
Indian Lists Scenario <ul><li>Indian Lists Market scenario  -Large number of players offer databases in a  unregulated mar...
Generic Classification of Lists-Consumer Lists  <ul><li>Consumer Lists: Club Lists, High Net worth Individuals, Premium re...
Generic Classification of Lists-Business Lists <ul><li>ET Top 500 Companies List—500 unique names </li></ul><ul><li>Select...
E-Mail Lists Build up Process  <ul><li>Generate your own email lists or select off-the shelf available classified lists  <...
E-Marketing-Generate a Response <ul><li>Too many of the early Internet based Fund Raising  programs were designed to &quot...
Good Lists Lead to Donor  Ownership which is a Direct Approach to Charity Stewardship Advertising Resource Mobilization  M...
The Relationship cycle <ul><li>Donor Ownership - our process for relationship management </li></ul>Right Solution,  Right ...
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Chetan Sharma Indianlists

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Direct Mail Lists in India by Chetan Sharma at SAFRG Masterclass

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Chetan Sharma Indianlists

  1. 1. Master Class on Direct Mail in Fund Raising—Finding the Right Lists in India Chetan Sharma-Datamation www.datamationindia.com (m) 9811039482 Email: csharma@nda.vsnl.net.in
  2. 2. What is a List/Database? <ul><li>-Segmented Information grouped either from secondary sources or primary sources; organized in coherent profiles as per coherent format. </li></ul><ul><li>-Can exist in paper or electronic format. </li></ul><ul><li>-Must be uniquely identifiable by its core characteristics & attributes. </li></ul><ul><li>-Must remain unadulterated, consonant with the profile and unduplicated. </li></ul><ul><li>-Must not contain any spelling errors. </li></ul><ul><li>-Must get segmented as per selection criteria. </li></ul><ul><li>-Must conform to the address privacy and data security concerns. </li></ul><ul><li>-Must be stored in a state of art database. </li></ul>
  3. 3. Indian Lists Buildup Process for Fund raising Campaign Management A multi-pronged strategy for building up database that is unique and consistent and enables a professional to manage fundraising campaign and extract donations leading to lifelomg value and relationship.
  4. 4. Database aggregation and Build up Tool TV Press Radio Cinema Cable Newspapers & Periodicals Channel Sales Call Center Mining Tool GIS Govt. Statistics DATA WAREHOUSE Media/NRS Data Direct Contact Business Cards People Responses WEB Analysis Tool Internet POP Yellow Pages India List Buildup process—Compiled & Profiled Lists
  5. 5. Indian Lists Building Process <ul><li>Much of Lists building process begins in the Document Preparation Department where slitting, extracting, sorting and coding is done prior to data capture. </li></ul><ul><li>Proper preparation means more efficient data capture and processing, and quicker turnaround time. </li></ul><ul><li>Staff of trained clerical personnel and managers are needed for managing the database building process. </li></ul>
  6. 6. Pre-requisites of a Good List <ul><li>High level of accuracy in data entry. </li></ul><ul><li>Extent of multi level data verification needed to be done to avoid duplication. </li></ul><ul><li>Date accuracy. </li></ul><ul><li>Data segregation parameters.. </li></ul>
  7. 7. Indian Lists Scenario <ul><li>Indian Lists Market scenario -Large number of players offer databases in a unregulated market. -Most Indian database players have scant respect for data privacy and accuracy. -Most List suppliers are unorganized and from the grey market. -However organized list suppliers such as Datamation, Dun & Bradstreet & few others offer compiled, classified, third party lists. -Email, Tele-calling and Direct Mail lists are offered by the Industry for wide ranging prices </li></ul>
  8. 8. Generic Classification of Lists-Consumer Lists <ul><li>Consumer Lists: Club Lists, High Net worth Individuals, Premium residential localities residents, Luxury Products users, Tax payers, Socio-economic Demographic Lists </li></ul><ul><li>Selection: Type of Clubs, Locality name, State/City, Category of Cars, Newspapers, Luxury products categories </li></ul><ul><li>Estimated universe available lists: 7-10 million names </li></ul>
  9. 9. Generic Classification of Lists-Business Lists <ul><li>ET Top 500 Companies List—500 unique names </li></ul><ul><li>Selection: Sales turnover, Business category, Location, # of employees,# of PCs, PAT, PBT </li></ul><ul><li>CII Top 3000 Companies List-3000 unique names </li></ul><ul><li>Selection: Same as above </li></ul><ul><li>Indian Corporate List: Top Companies+ others as per SIC –78,000 unique names </li></ul><ul><li>Selection: Sales turnover, Location,Product category, # of employees, # of PCs, PAT. </li></ul><ul><li>Small & Medium Enterprises—3.8 million unique names </li></ul><ul><li>Selection: Location,Product category </li></ul>
  10. 10. E-Mail Lists Build up Process <ul><li>Generate your own email lists or select off-the shelf available classified lists </li></ul><ul><li>Generate response from the list </li></ul><ul><li>Update the email database </li></ul><ul><li>Support Privacy Efforts </li></ul><ul><li>Define your measurement criteria </li></ul><ul><li>Track and react </li></ul>
  11. 11. E-Marketing-Generate a Response <ul><li>Too many of the early Internet based Fund Raising programs were designed to &quot;build traffic&quot; or &quot;generate clicks.&quot; While traffic is an important factor in any campaign, you need to make sure donors do more than just browse. Successful e-Marketing programs encourage donors to register, or better yet buy (and track results every step of the way). </li></ul>
  12. 12. Good Lists Lead to Donor Ownership which is a Direct Approach to Charity Stewardship Advertising Resource Mobilization Mass Market Attitudinal Single Minded Segmented Behavioural Customized The Brand Donor
  13. 13. The Relationship cycle <ul><li>Donor Ownership - our process for relationship management </li></ul>Right Solution, Right Person, Right Time, Right Communication Developing acquisition strategies, information, tools and programs to aid conversion Donation Process Targeting the right donor for donation - Acquisition Process Relevant donor care, problem solving and in-touch activities to grow relationships Profile drive new donor acquisition Defining brand & donor Creating brand awareness Retention - Happy donors s Universe Prospect Donor Donor Service Suspect
  14. 14. Thank You

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