Direct Marketing Direct Marketing ProgrammeProgrammeHow to Start Your Own?How to Start Your Own?

Presented by Anup Tiwari, Fundraising Specialist, UNICEF @ 19th SAFRW, Agra, India

The Love Story of Mr. CT Haryi & The Love Story of Mr. CT Haryi & Ms. DorsonMs. Dorson

How Haryi met DorsyHow Haryi met Dorsy

& they became an item& they became an item

Our handsome HaryiOur handsome Haryi

Was secretly in Was secretly in

withwith DorsyDorsy

Infact he was in love with her golden locks the Infact he was in love with her golden locks the mostmost

But he could not tell Dorsy thatBut he could not tell Dorsy that

He was surely sad about it

Then Haryi had an ideaThen Haryi had an idea

CT Haryi Loves Dorson

But he was in for some misfortuneBut he was in for some misfortune

Surely Not for Me. There are

so many Dorsons

around. What should I do?

He surely was crest fallenHe surely was crest fallen

Then he had another brain waveThen 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….

+

=

Killed but not fully Killed but not fully

He goes to basicsHe goes to basics

He ‘dove-letters’ a ‘love-letter’He ‘dove-letters’ a ‘love-letter’

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!

I have got a mail!I have got a mail!

Our Haryi is impatient Our Haryi is impatient

Love is surely on the cards

And then they meet face to faceAnd then they meet face to face

And become an item

Thank You Direct Thank You Direct MarketingMarketing

For uniting loversFor uniting lovers

Let me explainLet me explain

Can you jumble the three characters in Can you jumble the three characters in this love storythis love story

CTHaryiCTHaryi DorsonDorson EdAmiEdAmi

• And…….And…….

We get We get

CharityCharity DonorsDonors MediaMedia

The successful ways if The successful ways if you noticedyou noticed

Were the Direct Marketing toolsWere the Direct Marketing tools

Direct MarketingDirect Marketing

Is about sending message directly to Is about sending message directly to donorsdonors

It has a ‘call for action’It has a ‘call for action’

DM Tool BoxDM Tool Box

Direct MailDirect Mail TelephoneTelephone Face to FaceFace to Face Tele-facingTele-facing Direct Response Advt./TV (DR TV)Direct Response Advt./TV (DR TV) New Media- email, web 1.0, web 2.0, smsNew Media- email, web 1.0, web 2.0, sms

DIRECT MAILDIRECT MAIL

What works. What does not.What works. What does not.

Direct Mail PackDirect Mail Pack

OME (Outer Mailing Envelope)OME (Outer Mailing Envelope) An appeal letterAn appeal letter Donation CouponDonation Coupon BRE (Business Reply Envelope)BRE (Business Reply Envelope) LeafletLeaflet Lift LetterLift Letter Premiums/GimmicksPremiums/Gimmicks

Acquisition PackAcquisition Pack

OME

Premiums

BRE

Lift Letter

Head Letter

Donation Coupon

Other Direct Mail AspectsOther Direct Mail Aspects

Cold Mail Cold Mail Warm MailWarm Mail Thank you MailThank you Mail Response RatesResponse Rates Profitability-RoIProfitability-RoI

Direct Mail Direct Mail

Lift LetterLift LetterWarm MailWarm MailBREBREBanks’ high net worth client listsBanks’ high net worth client listsGold card / Diner card listsGold card / Diner card listsGood Magazine subscription listsGood Magazine subscription listsNewsletter / Annual ReportNewsletter / Annual ReportTax-mailTax-mailStoriesStories

Direct MailDirect Mail

Reckless Cold MailReckless Cold Mail Improper gapImproper gap CA/Doctor/Lawyer listsCA/Doctor/Lawyer lists Too text heavy mailersToo text heavy mailers Pictures of distressPictures of distress Girl child mailers in North IndiaGirl child mailers in North India Couriers ?Couriers ?

Telecalling Telecalling

What works, what does not.What works, what does not.

About TelecallingAbout Telecalling

Calling on Home NumbersCalling on Home Numbers Calling on Office NumbersCalling on Office Numbers Calling on MobilesCalling on Mobiles In-houseIn-house OutsourcedOutsourced Cold & WarmCold & Warm

TelecallingTelecalling

Very effective for new donors and retention Very effective for new donors and retention bothboth

Backed by cheque pick-up facilityBacked by cheque pick-up facility Smart communicator- non-intrusiveSmart communicator- non-intrusive Crisp scriptCrisp script Effective even during weekdaysEffective even during weekdays

TelecallingTelecalling

Residences in afternoonsResidences in afternoons Follow-up calls not madeFollow-up calls not made Several people same databaseSeveral people same database Reckless calling on mobilesReckless calling on mobiles

Face to FaceFace to Face

What works. What does not.What works. What does not.

Face to FaceFace to Face

A team of Direct Sales People at:A team of Direct Sales People at: Door to DoorDoor to Door Office to OfficeOffice to Office Street CornersStreet Corners Pitch with stalls put at Malls, Offices, Pitch with stalls put at Malls, Offices,

Residential complexes etc.Residential complexes etc.

F2F FundraisingF2F Fundraising

Too much aggressionToo much aggression Low employee replacementLow employee replacement Cash donationsCash donations Low levels of general awarenessLow levels of general awareness Improper donor servicingImproper donor servicing

FTF FundraisingFTF Fundraising

Universality of your causeUniversality of your cause Good brand awarenessGood brand awareness Compatible outsourcing partnerCompatible outsourcing partner Regular orientationRegular orientation Concise presentation literatureConcise presentation literature Large numbers tappedLarge numbers tapped Close monitoringClose monitoring

New Media & DR Advt.New Media & DR Advt.

KNOWING & USING IT.KNOWING & USING IT.

New MediaNew Media

Web Banners Web Banners EmailsEmails Website with Payment GatewayWebsite with Payment Gateway Search Engine AdvertisingSearch Engine Advertising Web 2.0- user generated content and Web 2.0- user generated content and

communitiescommunities SMSSMS

DR Advt./TVDR Advt./TV

TV Spot/Print Advt. with call back TV Spot/Print Advt. with call back number/website address/SMS/ Postal number/website address/SMS/ Postal addressaddress

Call for ActionCall for Action OOH- Out of Home MediaOOH- Out of Home Media Telethon as extensions of DR TVTelethon as extensions of DR TV

Tele-facingTele-facing

A jugaad from India that worksA jugaad from India that works

Are you wondering?Are you wondering?

What is Tele-facing?What is Tele-facing?

or/andor/and

Tele-facing still looks English, but what is Tele-facing still looks English, but what is Jugaad? Jugaad?

‘The Jugaad’ on Indian village roads (Noun)

Jugaad, the verbJugaad, the verb

Managing to get things done Managing to get things done somehow or the other with limited somehow or the other with limited

resources. resources.

Why is Jugaad, the noun, Why is Jugaad, the noun, called so?called so?

Pumpset during morning and evenings for watering fields

Jugaad’s engine during the day

Strapping the pump to a Strapping the pump to a wooden quadricycle is not wooden quadricycle is not

difficultdifficult

Your local ironsmith will do it for you!

And here we have a cheaper And here we have a cheaper and more efficient rural vehicle and more efficient rural vehicle

than..than..

World’s cheapest car, the INR World’s cheapest car, the INR 125,000 Tata Nano 125,000 Tata Nano

The Spirit of Tele-facing…The Spirit of Tele-facing…

Is deeply routed in the concept of JugaadIs deeply routed in the concept of Jugaad

““Managing to get things done somehow or Managing to get things done somehow or the other with limited resources”the other with limited resources”

The following slides will tell you howThe following slides will tell you how

What is Tele-facing?What is Tele-facing?

Hybrid of Telemarketing & Face 2 FaceHybrid of Telemarketing & Face 2 Face

Engine of Tele-marketing and body of Engine of Tele-marketing and body of Face 2 FaceFace 2 Face

Telecaller makes a brief pitch and fixes a Telecaller makes a brief pitch and fixes a meeting for the Field Executive to presentmeeting for the Field Executive to present

Why Tele-facing?Why Tele-facing? Donors promise to send a Bank Cheque but don’tDonors promise to send a Bank Cheque but don’t

Credit Card over phone not considered a Credit Card over phone not considered a popular/safe optionpopular/safe option

Need more information/couple of days to think Need more information/couple of days to think and giveand give

Access to donor not possible by walking-inAccess to donor not possible by walking-in

How did it evolve in India?How did it evolve in India?

A very common method to sell financial A very common method to sell financial products like credit cards, insurance etc.products like credit cards, insurance etc.

Started as a cheque collection service using Started as a cheque collection service using semi-literate staff from one time donorssemi-literate staff from one time donors

Evolved to Educated Field Executives who Evolved to Educated Field Executives who can sell/upgrade/convert can sell/upgrade/convert

Tele-facing TeamTele-facing Team

Handled through a specialized agencyHandled through a specialized agency

A call center with say 10 seats and aboveA call center with say 10 seats and above

2 or more field executives having distinct territories2 or more field executives having distinct territories

1 Team Leader cum field executive 1 Team Leader cum field executive

1 Project Coordinator1 Project Coordinator

Facer meets donor seeks pledge/

one time donation.

Telecallers call prospects/

existing donors & fix meetings

CoordinatorPasses lead to Team Leader

cum Facer

Thru TL & Coordinator donation reaches NGO

NGO sends Thank YouPackage to The donor

5

PROCESS

Call/Contact StatisticsCall/Contact Statistics

100 contacts per caller100 contacts per caller

20 contacts given telephonic presentation20 contacts given telephonic presentation

2 contacts give appointment2 contacts give appointment

80% of appointments donate80% of appointments donate

Tele-facing results in IndiaTele-facing results in India First time RoI around 2.5 in case of one-First time RoI around 2.5 in case of one-

time donorstime donors

Average Donation Size around INR 2,100Average Donation Size around INR 2,100

Experiences in India Experiences in India with various strategieswith various strategies

StrategyStrategy AcquisitiAcquisitionon

RetentionRetention ConversiConversionon

Direct MailDirect Mail AverageAverage Very Very GoodGood

GoodGood

TelemarkeTelemarketingting

AverageAverage Very Very GoodGood

Very Very GoodGood

Face to Face to FaceFace

Very Very GoodGood

AverageAverage AverageAverage

Tele-Tele-facingfacing

Very Very GoodGood

Very Very GoodGood

Very Very GoodGood

Can Tele-facing be used for raising Can Tele-facing be used for raising high value donationshigh value donations

Donations >= INR 20,000 very commonDonations >= INR 20,000 very common

Ideal for raising funds from Small & Ideal for raising funds from Small & Medium EnterprisesMedium Enterprises

Employee group collectionsEmployee group collections

Takeaways from the Takeaways from the sessionsession

1,2,3 of it.1,2,3 of it.

The Jugaad of Tele-The Jugaad of Tele-facing works!facing works!

Do test it !Do test it !

TAKE AWAY-1

Take away 2Take away 2

If you have Investment funds start with If you have Investment funds start with Direct Mail and Add othersDirect Mail and Add others

If you do not have Investment funds then If you do not have Investment funds then FTF and Tele-facing on commission basis FTF and Tele-facing on commission basis may be an optionmay be an option

Charity Loves DonorsCharity Loves Donors

Direct Marketing Makes it Direct Marketing Makes it Possible. Test it Now!Possible. Test it Now!

TAKE AWAY 3

Thank YouThank You

Questions Please!Questions Please!

For downloading presentation visit For downloading presentation visit www.fundraisingindia.org www.fundraisingindia.org