direct marketing ra july 08
DESCRIPTION
DM presentation at RA courseTRANSCRIPT
Direct Response or Direct Marketing
Why?/ Tools/ What works/
What does not!
Presented at RA’s Fundraising Course 2008, BVB, New Delhi, India
Why raise funds at all?
Shifting of International resources Potential within India Flexible funds Regular and Sustainable funds Advocacy at profit
Raising Funds through
Direct Marketing Corporations & Foundations Employee Groups Events
Direct Marketing Tool Box
Direct Mailers Telemarketing FTF (Face to Face) On-line solicitation DR (Direct Response) TV
Direct Mail Pack
OME (Outer Mailing Envelope) An appeal letter Donation Coupon BRE (Business Reply Envelope) Leaflet Lift Letter Premiums/Gimmicks
Acquisition Pack
OME
Premiums
BRE
Lift Letter
Head Letter
Donation Coupon
Other Direct Mail Aspects
Cold Mail Warm Mail Thank you Mail Response Rates Profitability-RoI
Direct Mail Lift LetterWarm MailBREBanks’ high net worth client listsGold card / Diner card listsGood Magazine subscription listsNewsletter / Annual ReportTax-mailStories
Direct Mail
Reckless Cold Mail Improper gap CA/Doctor/Lawyer lists Too text heavy mailers Pictures of distress Girl child mailers in North India Couriers ?
Face to Face
A team of Direct Sales People at: Door to Door Office to Office Street Corners Malls
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
Calling on Home Numbers Calling on Office Numbers Calling on Mobiles In-house Outsourced Cold & Warm
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
On-line Solicitation
Web Banners Emails Website with Payment Gateway Web 2.0- user generated content and
communities
DR TV
TV Spot with call back number/website address/SMS/ Postal address
Call for Action Telethon as extensions of DR TV
Finally what works
Integrated Campaign