BEST PRACTICES IN FUNDRAISING

WHAT WORKS

WHAT DOES NOT

The tools of fundraising covered

Direct Mail Outsourced Face2Face sales Telecalling Cause Related Marketing Events Payroll Giving Products

Direct Mail Lift LetterWarm MailBREBanks’ high net worth client listsGold card / Diner card listsMagazine subscription listsNewsletter / Annual ReportTax-mailCase studies / Success Stories

Direct Mail

Reckless Cold Mail Improper gap CA/Doctor/Lawyer lists Too text heavy mailers Pictures of distress Girl child mailers in North India

OutsourcedFace2Face Sales

Universality of your cause Good brand awareness Compatible outsourcing partner Regular orientation Concise presentation literature Large numbers tapped Close monitoring

Outsourced F2F Sales

Too much aggression Low employee replacement Cash donations Low levels of general awareness Improper donor servicing

Telecalling

Very effective for new donors and retention both

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

Telecalling

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

Cause Related Marketing

Good brand goodwill Innovation & Value addition Pitching on Brand Managers / Marketing

& Communication people Minimum commitment MoU Established donor partner High levels of promotion

Cause Related Marketing

Small donor brands trying to piggy back

No synergy between donor and recipient brands

Half hearted promotion Over exposure of NGO brand

Events

Good for fund raising and brand building Corporate participation events Media /Hospitality/ Travel partners Multiple ways of generating funds Involvement of volunteers Proper cost budgeting Piggy backed events Good media coverage

Events

Inadequate cash sponsors Only relying on gate money High logistics events Non-synergistic events Not following of legalities Not delivering on promises- a disaster Unsound revenue model

Payroll giving Support of top management Support of payroll division CEO endorsement Active staff champions Possibilities of direct interactions with

employees Employer matching NGOs supporting multiple causes

Payroll giving

High level of logistics Payroll division’s spanner Inadequate paperwork High attrition rates

Products

Seasonal greetings products Products that can be mass produced

without loss of quality Good marketing partner Proper branding leads to brand building Being competitive vis-à-vis commercial

alternatives

Products

NGOs handling retail sales Not calculating inventory as costs Low margins Brand imagery of being a product’s

company Taxation tangles