Tele-Fundraising - Bethan Holloway, Pell & Bales
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Transcript of Tele-Fundraising - Bethan Holloway, Pell & Bales
TELEPHONE FUNDRAISING
Bethan Holloway
Client Services Director
Pell & Bales
November 2012
1
Contents
1. Why Phone?
2. How the Phone is used in Fundraising?
3. Designing & Delivering a Campaign
P&B will make 3m outbound calls this year
<20K Contacts per annum
50-150K Contacts per annum
400-500K Contacts per annum
The telephone is used at every stage of the supporter journey
Source: P&B call figures
What drives telephone use by charities
Decline in Traditional Channel Effectiveness
High Response Rates
Positive Impact on Future Giving
Drives Engagement & Retention
Positive Impact on Future Giving
Decline in Traditional Channel Effectiveness
High Response Rates
Positive Impact on Future Giving
High Response Rates
Telephone Mail Email
MG Acquisition ‘Cold Lists’ 2-5% 0.5-1.5 % 0.01%
Converting Cash to MG 6-12% 2% 0.01%
Upgrading MG 25-50% 3-5% 0.05%
Reactivating Lapsed MG 15-40% 4% 0.05%
Cross-sell MG to Traders 6-8% 1% Cross-sell MG to Event Participant 6-15% 1%
Cross-sell MG to Campaigners 6-9% 1%
MG = Monthly Giving
Drives Engagement & Retention
Flexibility
Decline in traditional Channel Effectiveness
Avg donor acquisition yr 1 ROI by channel
Decline in Traditional Channel Effectiveness
Drives Engagement & Retention
High Response Rates
Positive Impact on Future Giving
Flexibility
Attrition is higher on those donors that have not received a phone
call
Conversation improves supporter retention
Decline in traditional Channel Effectiveness
Drives Engagement & Retention
High Response Rates
Positive Impact on Future Giving
Flexibility
Positive Impact on Future Giving
DM 1 DM 2 DM3 DM4 DM5
% R
esp
on
se
SUBSEQUENT MAIL RESPONSE %
9%7%
18%
6%7%
13%16%
32%
20%19%
0
5
10
15
20
25
30
35 NON-TFDONORSTF DONORS
Decline in traditional Channel Effectiveness
Drives Engagement & Retention
High Response Rates
Positive Impact on Future Giving
Flexibility
Flexibilty
•Channel integration and multi stage campaigns lift response rates
•Phone is the one channel that can be applied universally and integrate seamlessly in multiple channel campaigns
Decline in traditional Channel Effectiveness
Drives Engagement & Retention
High Response Rates
Positive Impact on Future Giving
Flexibility
The Power of Conversation
Traditional Warm Cash Appeal
1.Mail donors with DM pack
2.Donors return form / gift
With Phone Integration
1.Phone donors to announce a mailing
2.Mail donors
3.Donors return form / gift
The Power of Conversation
Channel QUICK CASH TM +
MAILTRADITIONAL
MAIL ONLY
VOL 4,554 4,554 RR 22% 5.9%AVE VAL £25.72 £27.50
RESPONSE 1,002 269 INCOME £25,768 £7,388INCOME per DONOR £5.66 £1.62 UNIT COST £1.50 £0.50COST £6,831.00 £2,277.00NET INCOME £18,937.35 £5,111.87
NET INCOME per DONOR £4.16 £1.12ROI 3.77 3.25
How the phone is used in fundraising
Traditional Regular Giving Campaigns
Traditional Non Regular Giving Campaigns
CASH
LEGACY
GIFT AID
EMERGENCY
CASH
LEGACY
GIFT AID
Legacy Telemarketing
EMERGENCY
• Enquirer Generation: Introducing the concept, generating interest
• Stewardship & Development: Guiding the donor through the decision making process, pledger thanking
CASH
LEGACY
GIFT AID
Using the Phone to Generate Cash
EMERGENCY
• Mid-high value, capital appeals • Lower value, ‘Quick Cash’ calls
combined with mail
CASH
LEGACY
GIFT AID
Emergency Telemarketing
EMERGENCY
• Rapid response
• ‘On the shelf’ campaigns ready to call within hours
CASH
LEGACY
GIFT AID
Gift Aid Telemarketing
EMERGENCY
• Reach those that ignore the ask or avoid thinking about tax
• Clarify with those that ‘think’ they are
non-taxpayers
Emerging & Growing Areas for the Phone
LOYALTY
PROSPECTING & SMS
EVENTS
MOBILE GIVING
2 Stage Acquisition: Prospecting & SMS
LOYALTY
PROSPECTING & SMS
EVENTS
• Sector challenge deliver engaged donors at volume
- F2F and Door provide the sector with high volumes but attrition rates of 40%+
• Prospecting breaks the acquisition process into 2 stages
- Stage 1: Attracted prospects that share your values and emotionally connect to the cause
- Stage 2: Fundraising
MOBILE GIVING
2 Stage Acquisition: Prospecting & SMS
LOYALTY
PROSPECTING & SMS
EVENTS
MOBILE GIVING • Text ‘CEASEFIRE’
• Goes viral, 182k people text and petition taken to Downing St.
• Supporters called on their mobile phone
• 9% conversion to MG, £350,000 raised
Using the Phone to Drive Loyalty & Life Time Value
LOYALTY
PROSPECTING & SMS
EVENTS
MOBILE GIVING
It costs 10 times as much to recruit a new
donor today as it does to retain and
existing one!
Using the Phone to Drive Loyalty & Life Time Value
LOYALTY
PROSPECTING & SMS
EVENTS
MOBILE GIVING
Bespoke Loyalty Conversations
•Reduce attrition by 10-30%
•Twice as positive about the charity
•34% more likely to upgrade
•50% more likely to support in other ways
….and Legacies?
Maximising Income from Event Programs
LOYALTY
PROSPECTING & SMS
EVENTS
MOBILE GIVING
• Increase registration rates
• Increase average sponsorship values
• Increase sponsorship returner rates
Maximising Income from Event Programs
LOYALTY
PROSPECTING & SMS
EVENTS
MOBILE GIVING
Giving Monthly Through your Mobile Phone
LOYALTY
PROSPECTING & SMS
EVENTS
MOBILE GIVING
Mobile MG vs. Direct Debit MG
Engagement: Content, conversations and fundraising asks delivered to a single hand-set
Integration: voice, video, SMS and email
Donor led: Communication channel of choice, flexible payments and donor control - ‘skip’ function
Small charities: Transactions, reporting and comms managed for you from a hosted database
×Max £10 payments
Designing & Delivering a Campaign
Planning and delivering
DATA
SELECTIONS
TELE-
TRACING
SEGMENT-
ATION &
TARGETS
SCRIPT
&
SCRIPTED
RESPONSES
FUNDRAISER
SELECTION
&
FUNDRAISER
BRIEFING
DELIVERING
THE CALLS
POST CALL
FULFILLMENT
Identifying the best prospects?
What data do you need for gift processing, to drive creative and personalise the call?
CoachingOperational targets Hours management
DATA RETURNS
CAMPAIGN
REVIEW
Gift ConfirmationsForms
Transacting GiftsLoading new data to database
Logistics
THE ASK
TIMING & CONTACT STRATEGY
• Cash donors and prospects - ASAP from point of initial
support
• Upgrade - First ask 6-9 months
• Reactivation- ASAP from point of lapse
• When going back to donors/rejecters leave c.12 months between calls
Logistics
THE ASK
TIMING & CONTACT STRATEGY
• Conversion- Use previous giving history
to determine prompt levels
• Cross-sell & Prospect Conversion- £8-£12 first ask- £5-£6 second ask
• Upgrade- First ask 200%- Second ask 150% of current
gift
The Quick Wins & the Big Wins
•Upgrade: of all activity it is likely that this will yield the highest ROI
•Reactivation: Much easier and cheaper than going and finding new regular givers
•Loyalty Calls (welcome and/or thanking): enjoyable calls to make with no ask but measurable impact on income
•Quick Cash : softer ask and little ‘negotiation’ skills required
•Gift Aid : softer ask, skills required to get past initial ‘non-taxpayer’ response
MUST DO CAMPAIGNS
EASY CAMPAIGNS TO START WITH
Motivation Objection Handling
Gift Processing
Special Actions
Acknowledgement
Listening & Sympathy
More Information
Cross SellingInformation
Requests
‘Goodbye …’
INTROICE
BREAKERCASE
ASK FOR
MONEYNEGOTIATE CONFIRM CLOSE
‘Hello …’
Legal Disclosures
The fundamentals of script design and delivery
Design a script that puts you and the fundraiser in control of the message and course of conversation: Develop structure that sign posts the Fundraiser through call, enabling to flex in and out of the conversation
Bethan Holloway Client Services DirectorPell & Bales211 Old StreetLondon EC1V 9NR
Email : [email protected] Direct Line : +44 (0) 20 7187 7153Switchboard : +44 (0) 20 7187 7187