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Master Class on Direct Mail in Fund Raising—

Finding the Right Lists in

India Chetan Sharma-Datamationwww.datamationindia.com (m)

9811039482Email: csharma@nda.vsnl.net.in

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What is a List/Database?

-Segmented Information grouped either from secondary sources or primary sources; organized in coherent profiles as per coherent format.

-Can exist in paper or electronic format. -Must be uniquely identifiable by its core characteristics &

attributes. -Must remain unadulterated, consonant with the profile and

unduplicated. -Must not contain any spelling errors. -Must get segmented as per selection criteria.-Must conform to the address privacy and data security

concerns. -Must be stored in a state of art database.

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Indian Lists Buildup Process for Fund raising Campaign

Management

A multi-pronged strategy for building up database that is unique and consistent and enables a professional to manage fundraising campaign and extract donations leading to lifelomg value and relationship.

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Database aggregation and Build up Tool

TV Press Radio Cinema Cable

Newspapers & Periodicals

Channel

Sales

Call Center

Mining Tool GIS Govt. Statistics

DATA WAREHOUSE

Media/NRS Data

Direct Contact

Business Cards

People Responses

WEB Analysis Tool

Internet

POP

Yellow Pages

India List Buildup process—Compiled & Profiled Lists

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Indian Lists Building Process

• Much of Lists building process begins in the Document Preparation Department where slitting, extracting, sorting and coding is done prior to data capture.

• Proper preparation means more efficient data capture and processing, and quicker turnaround time.

• Staff of trained clerical personnel and managers are needed for managing the database building process.

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Pre-requisites of a Good List

• High level of accuracy in data entry.

• Extent of multi level data verification needed to be done to avoid duplication.

• Date accuracy.

• Data segregation parameters..

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Indian Lists Scenario

• Indian Lists Market scenario -Large number of players offer databases in a unregulated market. -Most Indian database players have scant respect for data privacy and accuracy.-Most List suppliers are unorganized and from the grey market. -However organized list suppliers such as Datamation, Dun & Bradstreet & few others offer compiled, classified, third party lists. -Email, Tele-calling and Direct Mail lists are offered by the Industry for wide ranging prices

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Generic Classification of Lists-Consumer Lists

• Consumer Lists: Club Lists, High Net worth Individuals, Premium residential localities residents, Luxury Products users, Tax payers, Socio-economic Demographic Lists

• Selection: Type of Clubs, Locality name, State/City, Category of Cars, Newspapers, Luxury products categories

• Estimated universe available lists: 7-10 million names

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Generic Classification of Lists-Business Lists

• ET Top 500 Companies List—500 unique names• Selection: Sales turnover, Business category, Location,

# of employees,# of PCs, PAT, PBT • CII Top 3000 Companies List-3000 unique names• Selection: Same as above• Indian Corporate List: Top Companies+

others as per SIC –78,000 unique names• Selection: Sales turnover, Location,Product category, #

of employees, # of PCs, PAT.• Small & Medium Enterprises—3.8 million unique names• Selection: Location,Product category

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E-Mail Lists Build up Process

• Generate your own email lists or select off-the shelf available classified lists

• Generate response from the list

• Update the email database

• Support Privacy Efforts

• Define your measurement criteria

• Track and react

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E-Marketing-Generate a Response

Too many of the early Internet based Fund Raising programs were designed to "build traffic" or "generate clicks." While traffic is an important factor in any campaign, you need to make sure donors do more than just browse. Successful e-Marketing programs encourage donors to register, or better yet buy (and track results every step of the way).

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Good Lists Lead to Donor Ownership which is a Direct Approach

to Charity Stewardship

Advertising Resource Mobilization

Mass Market

Attitudinal

Single Minded

Segmented

Behavioural

Customized

The BrandDonor

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The Relationship cycleDonor Ownership - our process for relationship management

Right Solution, Right Person, Right Time,

Right Communication

Developing acquisition strategies, information,

tools and programs to aid conversion

Donation Process

Targeting the right donor for donation -

Acquisition Process

Universe Universe

ProspectProspect

Donor Donor

Donor Donor ServiceService

SuspectSuspect

Relevant donor care, problem solving and in-touch activities to grow relationships

Profile drive new donor acquisition

Defining brand & donor

Creating brand awareness

Retention - Happy donors s

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Thank You