Integrating face to face and telephone fundraising to build donor loyalty and lifetime value


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Integrating face to face and telephone fundraising to build donor loyalty and lifetime value

  1. 1. Integrating face to face and telephone fundraising to builddonor loyalty and lifetime value Brussels, Friday 9 December 2012 Daryl Upsall Chief Executive, Daryl Upsall Consulting International
  2. 2. dočekati радушный прием
  3. 3. In this session• A whirlwind tour featuring the cutting edge best practice in F2F worldwide• How its has been successfully integrated with telephone and new media to build donor loyalty SOS Children’s Villages, Argentina• Current and future challenges for F2F fundraising 3
  4. 4. Associated telephone fundraising agency to DUCI in Spain Acción Contra el Hambre  Help Age International AECC (Asociación Española Contra el Cáncer) InspirAction Adsis  Intermón Oxfam Aldeas Infantiles SOS de España  Manos Unidas Amigos de los Mayores  Médicos del Mundo Amnistía Internacional  Médicos Sin Fronteras ANESVAD  Naves de Esperanza Ayuda en Acción  Pallapupas Cáritas  Plan International – Spain Codespa  Save the Children Cruz Roja  SEO/ Birdlife International Down España  Setem Fundación ANAR  Triodos Bank Fundación Cris Contra el Cáncer  UNICEF Fundación Entreculturas  UNHCR (ACNUR) Fundación Mas Vida  World Vision Fundación Sandra Ibarra  WWF España Fundación Theodora Greenpeace Spain Infancia Sin Fronteras
  5. 5. Associated face to face fundraising agency to DUCI in Spain• Acción Contra el Hambre • HelpAge International -España• ACNUR • InspirAction• AECC (Asociación Española • Intermón Oxfam Contra el Cáncer) • Intervida• Aldeas Infantiles SOS • Médicos del Mundo• ANESVAD • Médicos Sin Fronteras • Oceana• Ayuda en Acción • Plan España• Dianova • UNICEF• FAD • Save the Children• Fundación Anar • WorldVision• Fundación Cris Contra el Cáncer• Fundación Theodora
  6. 6. Our international face to face fundraising agencyMexico Brazil• MSF • ActionAid• UNICEF • APAE• UNHCR • MSF• Lazos • Aldeas Infantiles SOS• World Vision • Brasil Fundación Abrinq-SavePortugal Argentina• UNICEF • SOS Children’s Villages• Nariz Vermelho• Médicos do Mundo South Africa • UNICEFItaly• UNICEF• UNHCR• Oxfam
  7. 7. Where it all began...and continues• Started in Austria by Greenpeace and Dialogue Direct in 1995• Austrian church claimed Greenpeace was reducing church collections !• Face to face fundraising in 40 countries has recruited over well over 1m new regular donors for Greenpeace• UNICEF in at least 32 countries• UNHCR in at least 10 countries• Working in Mexico, Chile, China, India, Japan, Thailand, South Korea, South Africa, Luxembourg, Czech Republic etc 7
  8. 8. Face to Face WorldwideThis is one day old and bet this map is out of date already
  9. 9. Trends overview• Already in almost all western Europe• New markets opening every month• Fastest growth in Asia, followed by Latin America and East Europe• Massive growth of middle class F2F in Mexico City• Hybrid “telefacing” in India 9
  10. 10. Who it works for• Every NGO, but the more emotive the cause, cancer, kids, and animals tends to make it easier• Child sponsorship is perhaps the easiest product to raise new donors for worldwide• Being a well known brand is NOT required 10
  11. 11. 11
  12. 12. Trends overview• INGOs and UN agencies (UNICEF, UNHCR) are biggest drivers in new markets• THE market entry tool for them• Have significant investment from HQ – up to $50m annually up to $6m per F2F in Manila, Philippines market 12
  13. 13. Trends overview• INGOs and UN agencies have dedicated international and regional F2F teams• Extensive internal training/skillsharing• Have both in-house and outsourced models• Key objective is to be first or second mover in the market• Greater use on integrated new F2F in Madrid, Spain media/SMS 13
  14. 14. World of F2F Suppliers 14
  15. 15. Where is face to face fundraising?• Street• Door to Door• Events• Inside shops• In a bar• Wild animal park F2F Medicos del Mundo, Madrid, Spain 15
  16. 16. F2F fundraisers in Argentina
  17. 17. Where is face to fundraising? • Workplace • Malls • Airports • MetrosF2F USA • Wild animal parks • Transport hubs • To be invented ...where the public is 17
  18. 18. Countries and Markets• Each Face to Face market is different• Sometimes the difference is small and subtle• Sometimes the difference is large and obvious• But there are some things you must do• And some things you must not do 18
  19. 19. Big World, different markets, large differences in F2F Fundraising• Banking systems• Paperless direct debit• Legal permissions• Ease of staffing• Average gift size• Attrition• Media response 19
  20. 20. Types of market entryIn house Agency/outsourcedHybrid Volunteer 20
  22. 22. Lexicon of F2F fundraisingWhat are we talking about – the tool?• Face to face (F2F)• Direct dialogue (DD)• Door to door (D2D)• Street fundraising• Facing• Canvassing F2F Greenpeace 22
  23. 23. Lexicon of F2F fundraisingWhat are we NOT talking about?• Major donor fundraising• Cash collections• Street collections• Canvassing for cheques/cash/pledges• Petition signing• Public education programmes 23
  24. 24. Lexicon of F2F fundraisingWhat are we NOT asking for?• Cash• Cheques• One off gifts• Petition signatures X 24
  25. 25. Lexicon of F2F fundraisingWhat are we asking for?• Long term regular commitments• Direct debits/EFT/standing orders/credit card regular/PAC payments• Loyal and happy donors F2F NSPCC, UK 25
  26. 26. Lexicon of F2F fundraisingWhat are we talking about – the people?• Fundraisers• Facers• Direct dialoguers• Canvassers• Frontliners• Recruiters• Team leaders 26
  27. 27. Lexicon of F2F fundraisingWhat are we focussing on - measurements?• People per hour (PPH)• Sign ups per day (SPD)• ROI (1-3 year...and beyond)• Payback period• No-shows/fulfilment• Attrition rates• And...more data... 27
  29. 29. Things you must do• Invest in quality fundraising• Recruit and train the best quality F2F fundraisers• Build a close working relationship - charity/agency• Use all the right materials with potential donors (show cards, leave behinds etc• Ensure the donor follow up program is strong - 29
  30. 30. Things you must do• Monitor ALL your data all the time• Always think about meeting the needs of your donors• Say “thank you” (frequently)• Process the payments! 30
  31. 31. Things you must not do• Ignore your donors or treat the same as direct mail donors• Stop testing/innovating• Think that you are more important than the cause F2F donors give through charities, not to charities• Ignore your F2F Fundraisers• Take the pledge forms and leave them in a desk drawer until the person responsible for processing them comes back from holiday….. 31
  33. 33. Essential RECRUITMENT MATERIALSDOCUMENTS FOR THE START OF THE DONOR RECRUIMENT PROCESS FORM PRESENTER• Thank you letter tofundraiser• Minimumrequirements card THANK YOU(including qualityshowcard)• Donor recruitmentprinciples CREDENTIALS
  34. 34. Fundraiser Identity Card
  35. 35. Showcards• Showcards are key materials that show the work of the organisation, visually and with few words• They are also “prompts” to giving amounts• They show what their money buys
  36. 36. Showcards – British Heart Foundation, UK
  37. 37. Showcards – British Red Cross 38
  38. 38. Showcards – Oxfam, Spain 39
  39. 39. Showcards – Plan,Spain 40
  40. 40. Showcards - UNICEF ,Spain 41
  41. 41. Showcards - UNICEF ,Spain 42
  42. 42. Showcards – Cris contra Cancer,Spain 43
  43. 43. Sign up forms - Oxfam,Spain
  44. 44. Thank you – leave behinds, UK 45
  45. 45. Thank you – leave behinds, Oxfam, Spain 46
  46. 46. Thank you – leave behinds,Action Against Hunger, Spain 47
  47. 47. Thank you – leave behinds, UNICEF, Spain 48
  48. 48. Thank you – leave behinds,Plan, Spain 49
  50. 50. But we have a problem... donors
  51. 51. Attrition is a fact of life!If you are recruiting donorsyou have to expect attrition ButIf you monitor and manage ityou are more likely to be ableto control it. 52
  52. 52. Why measure attrition?• Measure of success of the campaign• Trends and information to guide future campaigns• Return on investment• Future strategic planning – short and long term• Understanding why attrition occurs 53
  53. 53. AttritionAttrition: The Attritionpercentage of should be Attrition ispledge donors measured differentwho paid last channel-by-month that do channel, and tonot pay again payment by fulfillment this month. payment.
  54. 54. Let’s make sure we keep and develop those committed donors• Welcome them and keep them happy• Importance of “touch points”• “Do you have any friends like you?”• “Are you sure you said goodbye?”• The donor journey....and why you need to be with them all the way• The donors last but special gift• KEEP THANKING DONORS
  55. 55. Successful Attrition Management Do’s Don’tsReconcile payment files with all Allow missed payments (akadonors recruited unpaid donors) to slip through netEnsure balanced mix of age & Sign up too many under 21-yeargeodem. profile of donors olds or studentsDevelop year one Leave donors un-contactedcommunications cycle (av. 4/yr)Personalise your comms: allow Send donors cash appeals, ordonors to choose freq. of contact DM newsletters with more asksReactivate lapsed donors quickly: Upgrade donors too early, or toowithin a fortnight if possible oftenRegularly meet fundraisers & re- Leave your Provider to run youremphasise importance of quality campaign alone 56
  56. 56. Create a donor journey and build loyalty 57
  57. 57. The “donor journey” The “donor journey” will depend on a broad range of factors, such as:• How they are recruited• Communication choices the donors expresses to the NGO• Gender and age• Wealth and capacity to give• “Fundraising products” that the NGO has to offer the donor (middle donor programme, major donor programme, legacy/bequest and planned giving programme)
  58. 58. The “donor journey” The “donor journey” also depends on :• Timing and quality of the “touch points” that the NGO builds into its donor communication cycles. These include: • Welcome and thank you calls • Thank you plus member get member calls • Upgrading calls • Cross selling communications, • Invitations to one on one meetings or key donor events • House visits to key donors • Donor surveys and feedback loops etc.
  59. 59. Aim is donor lifetime engagement• Net income• Long-term relationships• Predictable income• Multiple products or engagements• Last gift is a legacy gift in their will…we hope..Measured by: net lifetime value (LTV) 60
  60. 60. Donor communications and “touch points”Research across 100s ofNGOs in many countriesconsistently show that if adonor has more “positivecontacts” or “touch points”it: ○ Builds trust and loyalty ○ Increases responses rates to appeals and upgrades ○ Reduces attrition ○ Develops the donor journey ○ Increases lifetime value
  61. 61. Donor communicationsHow a new committed donoris approached and recruited isa key determinant of allsubsequent communications
  62. 62. Donor communicationsFace to face recruiteddonors normally are notinterested in printedcommunication in newmedia and especiallytelephone.It is a continuation of the“conversation” and“dialogue” with the charity
  63. 63. Listen & Offer choiceListen Offer choice• Encourage donors to call, • By which method are write, blog etc – but make communicated with sure you are ready for it • How often the are• Survey donor communicated with• Call them and ask their • How they want to opinion or just how they are engage…or not• Let them input (eg • Even offer donation Greenpeace ship naming) holidays and downgrades in tough times 64
  64. 64. Key Factors - Engaging Donors• Sending the right communications• At the right frequency• With the right message• In the most suitable medium…namely telephone, SMS, email. Vismail, web 65
  65. 65. Telephone fundraising and its role in building F2F donor loyalty
  66. 66. SMS “thanks” in real time• Done by team leader Thanks for supporting the• Within minutes/hours children. SOS Children’s of sign up Villages• Builds trust that the “charity” was real• Has some novelty positive impact 67
  67. 67. F2F Welcome Call• Reinforce the charity message• Thanks• Let donors know that you like to talk to them (and don’t always ask for money)• Window into charity / donor• Reality check on their details and long term understanding of the commitment Reduce Early Attrition 68 68
  68. 68. Thank you – Member get Member• 4 months into the donor relationship• Call just to thank donor and make sure they are happy with the charity, its communications etc• Ask them to recommend the charity to friends, family, colleagues
  69. 69. Thank you – Member get Member• Normally 40% give names and telephone numbers of 3-4 people• 40% of those called convert to monthly donors!
  70. 70. Spain – “Clarification Call”Clarification calls – missedpayment that monthAverage gift 165 €ROI 1st year 1:18ROI 5 years 1: 78 71
  71. 71. Upgrade Call• When? – 6 to 12 month from first donation• By how much? Ask for 100% increase per month• What can be achieved?• 35%- 40% donors increase value of gift• 40% increase in the value of donors Those that upgrade are MORE LOYAL as are those that do not upgrade but are called
  72. 72. Dedicate a fundraising telephone line for ALL enquiries• In Spain we are the inbound call centre for all enquiries for most major charities• Staff trained to convert general enquiries into monthly donors• Open longer hours• Very cost effective/high ROI
  74. 74. Maximising donor lifetime value HIGH Taking personal responsibility OwnershipAmount GIVEN Commitment Engagement LOW Interest Awareness LOW INVOLVEMENT HIGH 75
  75. 75. The aim is donor lifetime engagement Include NGO in will HIGH Make a donation of 5000Euros Taking personal responsibility Join mid donor programme 600 Euros year Attend NGO “briefings” OwnershipAmount Upgrade gift to 30 Euros p/m GIVEN Provide 4 friends details Commitment to call - MgM Sign up a F2F SeeNGO banner ad online donor Engagement LOW Interest Awareness LOW INVOLVEMENT HIGH 76
  76. 76. Global Trends in F2F - Overview
  77. 77. Trends – main challenges• Poor quality databases hinders quality analysis• Lack of business rules and standard procedures• Attrition low but increasing• Late in building donor care programmes• Limited supply of key donor care F2F in India supplies such as telephone fundraising agencies 78
  78. 78. Trends – main challenges• Demand for F2F services and suppliers outstrips supply• Monopolist supply situation• Buy-in at CEO and governance level• Shortage of trained internal staff• In many countries poor quality and paper based banking F2F in Istanbul, Turkey• Lack of national fundraising culture of donor care 79
  79. 79. F2F Challenges in Belgium• Little focus on real retention after recruitment on the streets/door• first steps in building donor loyalty/journey not on place• High attrition leads to view that F2F doesn’t work• Lack of clear knowledge and best professional practice/ethics in place• Little integration/cross-channel FR with F2F• How will single European payment area affect F2F & direct debits• Public opinion backlash and board fears 80
  80. 80. Use the Media to increase public receptiveness to F2F 81
  81. 81. Trends overview• More training,engaging rewarding and promotion of good performers to build large and successful programs• New devices and innovation – tablets, PDAs, payment in real time• Greater “partnership” between charity and supplier• Focusing on an older demographic of recruiter and F2F in Madrid, Spain donor 82
  82. 82. Motivating F2F fundraisers: Engaged with the cause - USAF2F Campaign managers are sent to real projects of ChildrenInternational as part of their training, to enable them to talk aboutreal experiences with their teams and to motivate them. 83
  83. 83. How to motivate great face to face fundraisers in Spain• Arrange for team leaders to visit refugee camps• Have monthly conference calls between team leaders and fundraisers with field staff in refugee camps• Ensure they receive a competitive salary• Make them feel proud of their jobs• They understand how important their work is to UNHCR Francesco Sciacca, Fundraising Director UNHCR Spain 84
  84. 84. F2F fundraisers in Spain
  85. 85. Think donor experience and not donor acquisition in ALL markets• Speak directly to your donors for the first 18 months• Don’t let them slip into a regular mundane news and update after three months (sending a newsletter is not retention)• Formats of all information have changed – short, image‐led messaging delivered more frequently• Donor retention is as important in India as it is in Canada so don’t lose sight of what is going out the back door Clare Rodger, Director ,Save the Children International
  86. 86. Consider your suppliers partners not contractors• Treat your fundraisers like you would treat your donors, send them a welcome pack, say thank you, acknowledge their contribution through regular and direct communication• Communicate regularly fundraisers, identify and work through issues together don’t just sit back and expect them to do all the work• Training and recruiter retention programs are a must if you want to see your programs grow Clare Rodger, Director ,Save the Children International
  87. 87. F2F fundraisers in in Portugal
  88. 88. New market challenges• A major challenge is to find skilled people... F2F is pretty new and it is difficult to find people with some expertise. TRAINING is key.• Sharing of expertise and increasing the understanding of the "entire" process• The "it is not working here syndrome” is out there• Managing expectations from F2F agencies who often overpromise and under-deliver• Lack of business rules and procedures.• Acquisition rates/fulfilment rates/attrition rates get mixed Wim Desmedt Global Membership Initiative, WWF International
  89. 89. Amnesty International F2F experience• New markets are usually more able to move quickly on testing new ways of communicating - such as welcome SMS/emails.• Can usually improvise/find a volunteer/be the agencys first charity customer (and maybe get the service pro bono)• Challenge is in getting staff to accept that and to not try new ways of working without having tried out and tested the traditional ways. Ellen Walters, Head of Resource Mobilisation Unit, Amnesty International
  90. 90. Face to Face moving forward,• Areas of the world with growing middle classes is the future• Excited about the work in Thailand and bored with hearing about the potential in India.• The use of two step. The potential for using face to face for lead generation and then follow up over the telephone is huge.• Excited about the potential of telefacing, not just in developing markets but in markets like the UK. John Jeffries Individual Giving Advisor (Face to Face) SOS Childrens Villages International
  91. 91. New trends and innovations in F2F Fundraising• With the increase of attrition, donor care and donor journey are, at last, becoming a priority• Printed materials being replaced by telephone calls, sms, emails and probably more and more social media Christophe• Winning orgs will offer real Glenisson, UNHCR Fundraising Officer interactivity and engagement with Asia Pacific Private Sector their donors Fundraising
  92. 92. Greenpeace – Still F2F pioneers• A simple trick to lower your 1st year attrition rates is to increase your average age of sign- ups.• Unfortunately, I can still see lots of charities worldwide signing up people younger than 25.• The tablet/android market is increasing and so are the number of sign-ups with the help of an electronic device.• The key advantage is getting that first donation on the spot and thus significantly lowering your attrition. Reinier Spruit, Greenpeace International
  93. 93. WWF experience in starting up F2F East EuropeInhouse F2F works where:• Strong performance control on the level of individual fundraisers• Fundraisers are measured not just on signup/hour but are monitored on various KPIs: ○ no-show/fundraiser, complaint/fundraiser, ratio of email address/birthdate/phonenumber on the forms gathered by the fundraiser) Roland Csaki, WWF International
  94. 94. Integrate new media with F2F
  95. 95. Embrace Social media 97
  96. 96. Turkish delights in F2F• Greenpeace Med has tested using mobile payment as a new payment gateway.• The new face to face donors are a young generation, fast, integrated, interactive, personal communication is important.• Asking for Facebook and Twitter accounts of donors on donation form, they all have one and they share it easily. Gunes Yildirim UNICEF Turkish National Committee Private Individual Fundraising Manager
  97. 97. Payment Online in Real TimeTest whether face to facedonors would be preparedto make the first paymentof an ongoing monthlydonation “live” through aweb platform in ashopping mall 100
  98. 98. Swipe-card technology• Use swipe-card technology to capture and validate credit/debit card details in the mall.• To establish that presenting credit card details in a “Card Present” environment• Will significantly increase ongoing payment presentation success. 101
  99. 99. Collecting prospect data on PDA via F2F• Real-time management reporting• ROI improved by reducing processing costs in time and resource ROI from zero duplication & quality prospect donor data• Improved engagement to the cause through video, SMS and email communication• Drastically improved follow up times whilst interest still fresh, improving the conversion of DATA into DONORS 102
  100. 100. Alternative payment mechanisms e.g. Utility and mobile bills (Brazil, Romania, etc)David CravinhoGlobal Fundraising Specialist -Face to FaceCentral Fundraising, PrivateFundraising and PartnershipsUNICEF
  101. 101. Better use of props and materials
  102. 102. A few other ideas from UNICEF • SMS micro donations and lead conversion • Member get member lead generation • More interactive engagement at point of saleDavid CravinhoGlobal Fundraising Specialist - Face to FaceCentral Fundraising, Private Fundraising and PartnershipsUNICEF
  103. 103. Using an iPad to collect F2F datain Canada, USA...Spain (soon) etc
  104. 104. iPad/iPhone street F2F test UNICEF USA • Efficient data capture (card swipe) • Direct data transfer • Immediate bank validation David Cravinho Global Fundraising • Immediate 1st payment Specialist - Face to Face • Immediate thanks and engagement Central Fundraising, Private Fundraising and Partnerships UNICEF
  105. 105. F2F …The future? Challenges• Financial security of suppliers• Supply not meeting demand• Challenges from the Credit Card companies PCI• Government control/regulations• Self regulation UK in Ireland to come to Canada, Holland…• Press and Public backlash• Telephone call & email blocking• A new FR product that recruits new regular donors cheaper 108
  106. 106. F2F …The future? Opportunities• Better marketing to press and public of the benefits of F2F• More technological innovation to improve speed and quality of data processing• Better understanding and use of the data we have – more control “testing”• Greater integration with other fundraising activities• A wider choice of products on offer via face to face such as lottery tickets sales 109
  107. 107. F2F …The future? Opportunities• Vastly improved donor stewardship• F2F donors becoming “new donor introducers”• F2F Payroll Giving operation (Workplace Giving UK)• Demographically targeted recruitment• F2F for prospecting warm donors 110
  108. 108. F2F …The future? Opportunities• Better marketing to press and public of the benefits of F2F• More technological innovation to improve speed and quality of data processing• Better understanding and use of the data we have – more control “testing”• Greater integration with other fundraising activities• A wider choice of products on offer via face to face such as lottery tickets sales 111
  109. 109. F2F …The future? Opportunities• Vastly improved donor stewardship• F2F donors becoming “new donor introducers”• F2F Payroll Giving operation (Workplace Giving UK)• Demographically targeted recruitment• F2F for prospecting warm donors 112
  110. 110. Any Questions ?
  111. 111. Go raise money…oreven more money! Your causes need it!
  112. 112. Gracias merci grazie mille 115
  113. 113. Daryl Upsall Consulting International SL Tel: + 34 91 829 0772 Calle Caleruega 79, Plta 7 28033 Madrid 116
  114. 114. Lunch!