Direct marketing to raise funds from individuals

1. Raising Funds from Individuals
Using Direct Marketing to Do It!
Presented by Anup Tiwari, RA -VSO Workshop, Nepal; www.FundraisingAsia.org

2. The Love Story of

3. How Haryi met Dorsy
& they became a couple?

5. But he could not tell Dorsy that
He was surely
sad about it

7. CT Haryi Loves Dorson

8. Not for Me,
I
guess ..??

10. Try Edami
Why
should I
waste my
own
chance?

12. Killed but not fully
He goes to basics

14. Yipee…he
loves me !

15. Love is surely on the cards

16. And then they meet face to face
And live happily there after

17. Thank You Direct Marketing
For uniting lovers

18. The successful ways if you
noticed
Were the Direct Marketing tools

19. 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

20. DIRECT MAIL

24. Address Labels
visible from back
of envelope

29. Direct Mail Pack
• OME (Outer Mailing Envelope)
• An appeal letter
• Donation Coupon
• BRE (Business Reply Envelope)
• Leaflet
• Lift Letter
• Premiums

30. Other Direct Mail Aspects
• Cold Mail v/s Warm Mail
• Thank you Mail
• Response Rates
• Profitability-RoI

31. 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

32. Direct Mail
• Reckless Cold Mail
• Improper gap
• CA/Doctor/Lawyer lists
• Pictures of distress
• Couriers ?

33. Telecalling

34. About Telecalling
• Home Numbers
• Office Numbers
• Mobiles
• In-house v/s Outsourced
• Cold v/s Warm

35. Telecalling
• Residences in afternoons
• Follow-up calls not made
• Several people same database
• Reckless calling on mobiles

36. Face to Face Fundraising

40. FTF Fundraising
• Regular orientation
• Concise presentation literature
• Large numbers tapped
• Close monitoring
• Good sites

41. F2F Fundraising
• Too much aggression
• Low employee replacement
• Cash donations

42. Tele-facing

43. 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

49. PROCESS
 Coordinator
Passes lead to
Facer meets donor

seeks pledge/
Team Leader
one time donation.
cum Facer

Telecallers
call prospects/
existing donors
Thru TL & Coordinator
donation reaches NGO

& fix meetings
NGO sends
Thank You
Package to
5
The donor

50. New Media & DR Advt.
KNOWING & USING IT.

51. Direct Response Adverts/TV
TV Spot or Print Advert with call back
number/website address/SMS/ Postal
address

53. New Media
• Web Banners
• Emails
• Website with Payment Gateway
• Search Engine Advertising
• Web 2.0- user generated content and communities
• SMS

54. Takeaways from the session
1,2,3 of it.

55. TAKE AWAY-1
Tele-facing works!
Do test it !

56. 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

57. – CTHaryi
– Dorson

58. We get
• Charity
• Donors

59. TAKE AWAY 3
Charity Loves Donors
Direct Marketing Makes it
Possible. Test it Now!

60. Thank You
For downloading presentation visit
www.FundraisingAsia.org