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Naresh Kakkar Pres

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Tele-facing basics

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Naresh Kakkar Pres

  1. 1. TELE FACING AN ART OF DONOR ACQUISITION & RETENTION
  2. 2. Who holds my CHEESE & how much? PRIVATE FUND RAISNING P S R 75 % OTHERS 25 %
  3. 3. Current Scenario <ul><li>OPPORTUNITIES </li></ul><ul><ul><li>Fundraising – a paradigm shift </li></ul></ul><ul><ul><li>Indian Economy - growing by leaps and bounds. </li></ul></ul><ul><ul><li>Developing society. </li></ul></ul><ul><ul><li>Biggest Middle class in WORLD. </li></ul></ul><ul><ul><li>Huge Disposable Income . </li></ul></ul><ul><ul><li>OVER A TEN LAC HIGH NWI (NET WORTH INDIVIDUALS) – huge untapped potential. </li></ul></ul>
  4. 4. Current Scenario………contd <ul><li>CHALLENGES </li></ul><ul><ul><li>Skilled Manpower / Fund raising professionals </li></ul></ul><ul><ul><li>Changing traditional donor habits </li></ul></ul><ul><ul><li>Just a beginning (drop in an ocean) </li></ul></ul>
  5. 5. MODES OF DIRECT MARKETING <ul><li>FACE TO FACE </li></ul><ul><li>DIRECT MAILERS </li></ul><ul><li>WEB MARKETING </li></ul><ul><li>TELEFACING – INDIAN MAGIC </li></ul>
  6. 6. <ul><li>WHAT IS TELE FACING? </li></ul><ul><li>INDIAN MAGIC </li></ul>
  7. 7. Tele-facing <ul><li>Technically, HYBRID of Tele – marketing and FACE TO FACE. (JUGAD) </li></ul><ul><li>Contacting prospect over phone and motivating them for donation. </li></ul><ul><li>Tele-caller briefly explains the reason of call & fixes the appointment for the Facer. </li></ul><ul><li>Facer visits the prospects and explains the concept further and closes the deal. </li></ul>
  8. 8. Benefits of Tele-facing ………… <ul><li>NO COMPETITION!! </li></ul><ul><li>Effectively connects you to thousands of people otherwise not reachable. </li></ul><ul><li>Can get commitments for regular donations. </li></ul><ul><li>Brand building. </li></ul><ul><li>Better Follow-up </li></ul>
  9. 9. PROCESS <ul><li>Tele-caller makes minimum 100 calls/day to prospects. </li></ul><ul><li>Gives presentation to 20 (average) prospects </li></ul><ul><li>Gets 1 – 1.5 leads/day </li></ul><ul><li>Conversion ratio of 80% of leads generated </li></ul><ul><li>On an average 75% give one time & 25% give regular donations </li></ul>
  10. 10. Team Composition Facer Coordinator Call Centre Tele Caller Team Leader
  11. 11. PROCESS CHART Tele caller calls Prospects & fixes appointment for Facer Team Leader passes the lead to the Coordinator or facer Facer meets Donor and seeks donation & donation is sent to the NGO Tele Caller makes Thanks Call & seeks Referrals
  12. 12. Steps for DONOR acquisition <ul><li>Identify (Suspecting & prospecting) </li></ul><ul><li>Greetings </li></ul><ul><li>Introduction </li></ul><ul><li>Explain the case for support </li></ul><ul><li>Asking </li></ul><ul><li>Closing </li></ul><ul><li>Thanks giving </li></ul><ul><li>Referrals (for like minded individuals) </li></ul>
  13. 13. 4 golden C’s – A-I-D-A ……….. <ul><li>Catching ATTENTION of the prospective donor </li></ul><ul><li>Creating INTEREST of the prospective donor </li></ul><ul><li>Creating DESIRE in prospective donor and building impulse (People donate for their emotional satisfaction) </li></ul><ul><li>Convincing prospective donor & ASKING them to Donate & for Referrals </li></ul>
  14. 14. Hand holding a prospective donor <ul><li>RESPOND to donors queries/doubts , avoid REACTING and debate . </li></ul><ul><li>Furnish him the facts & legitimate information . </li></ul><ul><li>Stay positive. Your donor could FEEL you over phone. </li></ul><ul><li>Don't leave any reasons of doubt </li></ul><ul><li>Responding to the “NO” of prospective donor: </li></ul><ul><ul><li>Organisation related </li></ul></ul><ul><ul><li>Projects related </li></ul></ul><ul><ul><li>Funds related </li></ul></ul>
  15. 15. CLOSING – The ultimate GOAL <ul><li>Closing contributes to 5% of effort but 100% of result. </li></ul><ul><li>Closing is situation specific – an ART . </li></ul><ul><li>Timing of the closing is the most crucial – hit the iron when its HOT. </li></ul><ul><li>Say THANKS with smile. </li></ul><ul><li>Don’t disconnect – ASK FOR REFFERALS OF LIKE MINDED PEOPLE. </li></ul>
  16. 16. SUCCESS MANTRA!! <ul><li>LOA – Law Of Average </li></ul><ul><li>SW-SW-SW-WN </li></ul><ul><li>3 F’S: Feel – Felt – Found </li></ul><ul><li>GOOD Data Base </li></ul><ul><li>Regular & Effective Training </li></ul><ul><li>Follow Ups (Pipe line) </li></ul><ul><li>Donor Up-gradation </li></ul><ul><li>Use of technology </li></ul>
  17. 17. Donor Retention <ul><li>Well serviced donor could become your GOLD MINE. Nourish them. </li></ul>
  18. 18. DONOR SERVICING - 4 Easy steps <ul><li>Thanks Call </li></ul><ul><li>Thanks Letter </li></ul><ul><li>Keep your Donor Updated – Receipts, Certificates, Chronicles, Balance sheet and News letters </li></ul><ul><li>Third Month Call (Re-donation and Referrals) </li></ul>
  19. 19. DONOR UP-GRADATION Prospects Starters Regular Donors Major Donor Legacy Upgrading Upgrading Referrals Upgrading Upgrading
  20. 21. <ul><li>CHEERS… </li></ul><ul><li>Naresh Kakkar </li></ul><ul><li>Syrex Infposervices (I) Pvt Ltd. </li></ul><ul><li>New Delhi </li></ul><ul><li>30 – 05 - 2009 </li></ul>

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