Direct Marketing RA July 08

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