“ Tele-facing”- a Jugaad from India Presented by Anup Tiwari, Direct Marketing Specialist, UNICEF India,  as a part of  Ho...
Are you wondering? <ul><li>What is Tele-facing? </li></ul><ul><li>or/and </li></ul><ul><li>Tele-facing still looks English...
‘ The Jugaad’ on Indian village roads (Noun)
Jugaad, the verb <ul><li>Managing to get things done somehow or the other with limited resources.  </li></ul>
Why is Jugaad, the noun, called so? You are  only partly correct  if you thought of it as  ‘just a pump-set’ But you are  ...
Strapping the pump to a wooden quadricycle is not difficult Your local ironsmith will do it for you!
And here we have a cheaper and more efficient rural vehicle than.. <ul><li>World’s cheapest car, the $ 2,500 Tata Nano  </...
The Spirit of Tele-facing… <ul><li>Is deeply routed in the concept of Jugaad </li></ul><ul><li>“ Managing to get things do...
What is Tele-facing? <ul><li>Hybrid of Telemarketing & Face 2 Face </li></ul><ul><li>Engine of Tele-marketing and body of ...
Why Tele-facing? <ul><li>Donors promise to send a Bank Cheque/ Direct Debit form but don’t </li></ul><ul><li>Credit Card o...
How did it evolve in India? <ul><li>A very common method to sell financial products like credit cards, insurance etc. </li...
Tele-facing Team <ul><li>Handled through a specialized agency </li></ul><ul><li>A call center with say 10 seats and above ...
    PROCESS Facer meets donor  seeks pledge/ one time donation. Telecallers  call prospects/ existing donors  & fix me...
Call/Contact Statistics <ul><li>100 contacts per caller </li></ul><ul><li>20 contacts given telephonic presentation </li><...
Tele-facing results in India <ul><li>First time RoI around 2.5 in case of one-time donors </li></ul><ul><li>Average Donati...
Experiences in India  with various strategies Conversion Retention Acquisition Strategy Good Very Good Average Direct Mail...
Can Tele-facing be used for raising high value donations <ul><li>Donations >= $ 500 very common </li></ul><ul><li>Ideal fo...
Can I replicate this in my country? <ul><li>No doubt, if costs in your country are comparable to India </li></ul><ul><li>Y...
The Jugaad of Tele-facing works! Do test it !
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Tele Facing Iwrm

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Tele Facing Iwrm

  1. 1. “ Tele-facing”- a Jugaad from India Presented by Anup Tiwari, Direct Marketing Specialist, UNICEF India, as a part of How To Raise More Money Through Great Direct Marketing (With Mal Warwick)
  2. 2. 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>
  3. 3. ‘ The Jugaad’ on Indian village roads (Noun)
  4. 4. Jugaad, the verb <ul><li>Managing to get things done somehow or the other with limited resources. </li></ul>
  5. 5. Why is Jugaad, the noun, called so? You are only partly correct if you thought of it as ‘just a pump-set’ But you are fully correct if you also thought of it as Jugaad’s engine
  6. 6. Strapping the pump to a wooden quadricycle is not difficult Your local ironsmith will do it for you!
  7. 7. And here we have a cheaper and more efficient rural vehicle than.. <ul><li>World’s cheapest car, the $ 2,500 Tata Nano </li></ul>
  8. 8. 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>
  9. 9. 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>
  10. 10. Why Tele-facing? <ul><li>Donors promise to send a Bank Cheque/ Direct Debit form 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>
  11. 11. 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>
  12. 12. 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>
  13. 13.     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
  14. 14. 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><ul><li>Up to 25% of donors sign Pledge donations, rest one time </li></ul>
  15. 15. 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 $ 50 </li></ul><ul><li>Up to 25% donors start as pledge donors </li></ul><ul><li>Average Monthly Gift Size of $ 9 </li></ul><ul><li>Break-even within 3 months in case of Pledge donors </li></ul><ul><li>Expected 3 year Long Term Value above 10 </li></ul>
  16. 16. 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
  17. 17. Can Tele-facing be used for raising high value donations <ul><li>Donations >= $ 500 very common </li></ul><ul><li>Ideal for raising funds from Small & Medium Enterprises </li></ul><ul><li>Employee group collections </li></ul>
  18. 18. Can I replicate this in my country? <ul><li>No doubt, if costs in your country are comparable to India </li></ul><ul><li>You should, if most of your donors still donate using bank cheques </li></ul><ul><li>For Pledge recruitments / conversions/ up gradation, possibly can be used anywhere </li></ul>
  19. 19. The Jugaad of Tele-facing works! Do test it !

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