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