finlay craig on tele-facing

ItIt’’s a wonderful s a wonderful //fundraisingfundraising

worldworld

Around the WorldAround the World in 45 Minutesin 45 Minutes

•• 4 global markets4 global markets•• 2 case studies2 case studies•• 5 whacky ideas5 whacky ideas•• 4 smart marketing examples4 smart marketing examples•• 7 interesting fundraising ideas7 interesting fundraising ideas•• 4 Challenging Issues 4 Challenging Issues

Mature Mature –– Saturated MarketsSaturated Markets

Fast Expanding MarketsFast Expanding Markets

Developing MarketsDeveloping Markets

Under Developed MarketsUnder Developed Markets

Market IndicatorsMarket Indicators

•• Population sizePopulation size•• Size and nature of the economySize and nature of the economy•• Distribution of wealthDistribution of wealth•• Who else is fundraising and with what Who else is fundraising and with what

success?success?•• History and nature of philanthropyHistory and nature of philanthropy•• Fundraising infrastructure Fundraising infrastructure –– legal, postal, legal, postal,

banking, communication servicesbanking, communication services

TeleTele--FacingFacing

Indian Experience Indian Experience Prepared by Prepared by

Anup Tiwari, Fund Raising Officer, Anup Tiwari, Fund Raising Officer, UNICEF IndiaUNICEF India

What is TeleWhat is Tele--facing?facing?

•• Hybrid of Telemarketing & Face 2 FaceHybrid of Telemarketing & Face 2 Face

•• A modified extension of major donor A modified extension of major donor process to cold solicitation process to cold solicitation

•• TelecallerTelecaller makes a brief pitch and fixes a makes a brief pitch and fixes a meeting for the Field Executive to presentmeeting for the Field Executive to present

How did it evolve in India?How did it evolve in India?

•• A very common method to sell financial A very common method to sell financial products like credit cards, insurance etc.products like credit cards, insurance etc.

•• Started as a cheque collection service Started as a cheque collection service using semiusing semi--literate staff from one time literate staff from one time donorsdonors

•• Evolved to Educated Field Executives who Evolved to Educated Field Executives who can sell/upgrade/convert can sell/upgrade/convert

How did it evolve in India?How did it evolve in India?

•• A very common method to sell financial A very common method to sell financial products like credit cards, insurance etc.products like credit cards, insurance etc.

•• Started as a cheque collection service Started as a cheque collection service using semiusing semi--literate staff from one time literate staff from one time donorsdonors

•• Evolved to Educated Field Executives who Evolved to Educated Field Executives who can sell/upgrade/convert can sell/upgrade/convert

ProcessProcess

Facer meets donor seeks pledge/

one time donation.Thru TL & Coordinator

donation reaches Charity

Charity sends Thank You pack

Telecallers call prospects/

existing donors & fix meetings

CoordinatorCommunicates

With Team Leader cum Facer

or Facer directly

Call/Contact StatisticsCall/Contact Statistics

•• 100 contacts per caller per day100 contacts per caller per day

•• 20 contacts agree for telephonic presentation20 contacts agree for telephonic presentation

•• Maximum 2 contacts give appointmentMaximum 2 contacts give appointment

•• 80% of appointments usually donate80% of appointments usually donate

•• Up to 15% of donors may sign Monthly Pledge Up to 15% of donors may sign Monthly Pledge donations, rest one time donations, rest one time

Observed ResultsObserved Results

•• Average donation can be as high as US$ Average donation can be as high as US$ 5050

•• First time ROI has been above 2First time ROI has been above 2

•• Very suitable for pledge conversion & Very suitable for pledge conversion & direct pledge recruitmentdirect pledge recruitment

Can Can teletele--facing be used for facing be used for obtaining higher value gifts?obtaining higher value gifts?

•• Donations above $ 500 very commonDonations above $ 500 very common

•• SME donations idealSME donations ideal

•• NonNon--PRG giving by Employee GroupsPRG giving by Employee Groups

Example of Fundraising CampaignExample of Fundraising Campaign

Campaign backgroundCampaign background

•• What: Badges What: Badges •• Who is raising: Caritas PeruWho is raising: Caritas Peru•• Why: to raise funds to fight Why: to raise funds to fight

malnourishment in malnourishment in CreceCrece Peru ChildrenPeru Children•• Where: in all Ripley Department storesWhere: in all Ripley Department stores•• When: from June 2006 up to July 2007When: from June 2006 up to July 2007•• How: selling in targeted cashiersHow: selling in targeted cashiers

Campaign messagesCampaign messages

•• Targets different Targets different audiencesaudiences

•• Recalls a proverb Recalls a proverb ““see no evil, hear no see no evil, hear no evil, say no evilevil, say no evil””

•• Campaign tagline: Campaign tagline: ““DonDon’’t be t be indifferentindifferent””

Campaign messagesCampaign messages

•• Message that motivatesMessage that motivatespeoplepeople’’s aim: s aim: ““Be a visionnaire. Use the badgeBe a visionnaire. Use the badge””Selling propositionSelling proposition

•• Message that motivatesMessage that motivatesword of mouth: word of mouth: ““Make noise. Use the badgeMake noise. Use the badge””

The advertThe advert

Leads to the department store

Outdoors, entering Ripley Outdoors, entering Ripley department storedepartment store

•• Shows the Shows the productproduct

•• presents presents selling selling propositionproposition

POP (payment desk) POP (payment desk) …… Product display 1Product display 1

•• Opportunity: Opportunity: impulsive payment impulsive payment momentmoment

POP advert 2POP advert 2 In children clothesIn children clothes’’ departmentdepartment

•• Huge poster to Huge poster to show endorsers show endorsers (celebrities that (celebrities that support this support this campaign)campaign)

ConclusionsConclusions

•• By By thethe time time wewe wentwent toto thethe shoppingshopping centercenter, , onon FridayFriday 214.806 214.806 badgesbadges havehave beenbeen soldsold in in thisthis locationlocation..

•• As As thethe priceprice waswas ofof S/.5, S/.5, wewe considerconsider thatthat partpart ofof campaigncampaign has has raisedraised overover S/.1.074.030.S/.1.074.030.

•• WeWe may may projectproject thisthis amountamount has has beenbeen raisedraised in in otherother Ripley Store.Ripley Store.

Thailand Whacky!Thailand Whacky!

Thailand Whacky!Thailand Whacky!

Whacky Nelson?Whacky Nelson?

Trust the Brits!Trust the Brits!

Whacky Collectors!Whacky Collectors!

Love the Shades, Ducky!Love the Shades, Ducky!

Product EndorsementProduct Endorsement

Driving Business in the USADriving Business in the USA

Selling Houses in NorwaySelling Houses in Norway

Great Birthday Presents!Great Birthday Presents!

Motorway Service Centres USA styleMotorway Service Centres USA style

Buy Oxfam Rice•10 Oxfam Rice packets can provide 10 kg grass seeds for villagers for feeding their cows. •20 Oxfam Rice packets can help to develop 3 hectares of field and increase productivity in Yunnan. •50 Oxfam Rice packets can help 6 farmers to build solar stoves in Gansu.

Please support us by ...Please support us by ...

Ordering Oxfam Rice:Ordering Oxfam Rice: HK$20 per packet (100g). Please HK$20 per packet (100g). Please download the order formdownload the order form

Making a Donation:Making a Donation:

Crossed chequeCrossed cheque made payable to "Oxfam Hong Kong" ormade payable to "Oxfam Hong Kong" or

Volunteering to sell rice on 19 to 27 MayVolunteering to sell rice on 19 to 27 May

Enquiry:Enquiry: 3120 5225 (Tammy Kwan) or 3120 5220 (3120 5225 (Tammy Kwan) or 3120 5220 (CordeliaCordelia Au)Au)

Practical Hong KongPractical Hong Kong

Stickers Do the TrickStickers Do the Trick

Hunger in AmericaHunger in America

The Other Side of Fundraising The Other Side of Fundraising USAUSA

City Centre in CyprusCity Centre in Cyprus

Globalisation !Globalisation !

How Many Sponsors !How Many Sponsors !

Thank Your DonorsThank Your Donors

Challenging IssuesChallenging Issues

Effective Communications?Effective Communications?

A bit sneaky!A bit sneaky!

Have A Great ConferenceHave A Great ConferenceFinlayFinlay

info@factsinternational.cominfo@factsinternational.com