Raising Funds from Individuals Using Direct Marketing to Do It! Presented by Anup Tiwari, RA -VSO Workshop, Nepal; www.FundraisingAsia.org
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Raising Funds from Individuals
Using Direct Marketing to Do It!
Presented by Anup Tiwari, RA -VSO Workshop, Nepal; www.FundraisingAsia.org
The Love Story of
How Haryi met Dorsy
& they became a couple?
But he could not tell Dorsy that
He was surely sad about it
CT Haryi Loves Dorson
Not for Me, I
guess ..??
Try EdamiWhy
should I waste my
own chance?
Killed but not fully
He goes to basics
Yipee…he loves me !
Love is surely on the cards
And then they meet face to face
And live happily there after
Thank You Direct Marketing
For uniting lovers
The successful ways if you noticed
Were the Direct Marketing tools
DM Tool Box
• Direct Mail
• Telephone
• Face to Face
• Tele-facing
• Direct Response Advt./TV (DR TV)
• New Media- email, web 1.0, web 2.0, sms
DIRECT MAIL
Address Labels visible from back
of envelope
Direct Mail Pack
• OME (Outer Mailing Envelope)
• An appeal letter
• Donation Coupon
• BRE (Business Reply Envelope)
• Leaflet
• Lift Letter
• Premiums
Other Direct Mail Aspects
• Cold Mail v/s Warm Mail
• Thank you Mail
• Response Rates
• Profitability-RoI
Direct Mail
•Lift Letter•Warm Mail•BRE•Banks’ high net worth client lists•Gold card / Diner card lists•Good Magazine subscription lists•Newsletter / Annual Report•Tax-mail•Stories
Direct Mail
• Reckless Cold Mail
• Improper gap
• CA/Doctor/Lawyer lists
• Pictures of distress
• Couriers ?
Telecalling
About Telecalling
• Home Numbers
• Office Numbers
• Mobiles
• In-house v/s Outsourced
• Cold v/s Warm
Telecalling
• Residences in afternoons
• Follow-up calls not made
• Several people same database
• Reckless calling on mobiles
Face to Face Fundraising
FTF Fundraising
• Regular orientation
• Concise presentation literature
• Large numbers tapped
• Close monitoring
• Good sites
F2F Fundraising
• Too much aggression
• Low employee replacement
• Cash donations
Tele-facing
What is Tele-facing?
• Hybrid of Telemarketing & Face 2 Face
• Telecaller makes a brief pitch and fixes a meeting for the Field Executive to present
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
New Media & DR Advt.
KNOWING & USING IT.
Direct Response Adverts/TV
TV Spot or Print Advert with call back number/website address/SMS/ Postal
address
New Media
• Web Banners
• Emails
• Website with Payment Gateway
• Search Engine Advertising
• Web 2.0- user generated content and communities
• SMS
Takeaways from the session
1,2,3 of it.
Tele-facing works!
Do test it !
TAKE AWAY-1
Take away 2
• If you have Investment funds start with Direct Mail and Add others
• If you do not have Investment funds then FTF and Tele-facing on commission basis may be an option
– CTHaryi
– Dorson
We get
• Charity
• Donors
Charity Loves Donors
Direct Marketing Makes it Possible. Test it Now!
TAKE AWAY 3
Thank You
For downloading presentation visit www.FundraisingAsia.org
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