TELE FACING AN ART TELE FACING AN ART

OFOF

DONORDONOR

ACQUISITION ACQUISITION

& &

RETENTIONRETENTION

Who holds my CHEESE & how Who holds my CHEESE & how much?much?

PRIVATE FUND RAISNINGPRIVATE FUND RAISNING

P S RP S R 75 %75 %

OTHERS OTHERS 25 %25 %

Current ScenarioCurrent Scenario

OPPORTUNITIESOPPORTUNITIES Fundraising Fundraising – – a paradigm shifta paradigm shift Indian EconomyIndian Economy - - growing by leaps and growing by leaps and

bounds.bounds. Developing society.Developing society. Biggest Biggest Middle classMiddle class in WORLD. in WORLD. Huge Huge Disposable IncomeDisposable Income. . OVER A TEN LAC HIGHOVER A TEN LAC HIGH NWI (NET WORTH NWI (NET WORTH

INDIVIDUALS) – INDIVIDUALS) – huge untappedhuge untapped potential. potential.

Current Scenario………Current Scenario………contdcontd

CHALLENGESCHALLENGES– Skilled Manpower / Fund raising Skilled Manpower / Fund raising

professionalsprofessionals– Changing traditional donor habitsChanging traditional donor habits– Just a beginning (drop in an ocean)Just a beginning (drop in an ocean)

MODES OF DIRECT MARKETINGMODES OF DIRECT MARKETING

• FACE TO FACEFACE TO FACE

• DIRECT MAILERSDIRECT MAILERS

• WEB MARKETINGWEB MARKETING

• TELEFACING – INDIAN MAGICTELEFACING – INDIAN MAGIC

WHAT IS TELE FACING?WHAT IS TELE FACING?

INDIAN MAGICINDIAN MAGIC

Tele-facingTele-facing

• Technically, HYBRID of Tele – marketing Technically, HYBRID of Tele – marketing and FACE TO FACE. (JUGAD)and FACE TO FACE. (JUGAD)

• Contacting prospect over phone and Contacting prospect over phone and motivating them for donation.motivating them for donation.

• Tele-caller briefly explains the reason of Tele-caller briefly explains the reason of call & fixes the appointment for the call & fixes the appointment for the Facer.Facer.

• Facer visits the prospects and explains Facer visits the prospects and explains the concept further and closes the deal.the concept further and closes the deal.

Benefits of Tele-Benefits of Tele-facingfacing……………………

NO COMPETITION!!NO COMPETITION!!Effectively connects you to Effectively connects you to thousands of people otherwise not thousands of people otherwise not reachable.reachable.Can get commitments for regular Can get commitments for regular donations.donations.Brand building.Brand building.Better Follow-upBetter Follow-up

PROCESSPROCESSTele-caller makes minimum 100 calls/day Tele-caller makes minimum 100 calls/day to prospects.to prospects.

Gives presentation to 20 (average) Gives presentation to 20 (average) prospectsprospects

Gets 1 – 1.5 leads/dayGets 1 – 1.5 leads/day

Conversion ratio of 80% of leads Conversion ratio of 80% of leads generatedgenerated

On an average 75% give one time & 25% On an average 75% give one time & 25% give regular donationsgive regular donations

FacerCoordinator

Call Centre

Tele Caller

Team CompositionTeam Composition

Team Leader

Tele caller calls Prospects & fixes appointment for Facer

Team Leader passes the lead to the

Coordinator or facer

Facer meets Donor and seeks donation &

donation is sent to the NGO

Tele Caller makes Thanks Call & seeks Referrals

PROCESS CHARTPROCESS CHART

Steps for DONOR Steps for DONOR acquisitionacquisition

Identify (Suspecting & prospecting)Identify (Suspecting & prospecting)

GreetingsGreetings

IntroductionIntroduction

Explain the case for supportExplain the case for support

AskingAsking

ClosingClosing

Thanks givingThanks giving

Referrals (for like minded individuals)Referrals (for like minded individuals)

4 golden C’s – A-I-D-4 golden C’s – A-I-D-AA………..………..

Catching Catching ATTENTIONATTENTION of the prospective of the prospective donor donor

Creating Creating INTERESTINTEREST of the prospective of the prospective donor donor

Creating Creating DESIREDESIRE in prospective donor in prospective donor and building impulse (People donate for and building impulse (People donate for their emotional satisfaction)their emotional satisfaction)

Convincing prospective donor & Convincing prospective donor & ASKINGASKING them to Donate & for Referrals them to Donate & for Referrals

Hand holding a prospective Hand holding a prospective donordonor

RESPONDRESPOND to donors queries/doubts , avoid to donors queries/doubts , avoid REACTINGREACTING and debate .and debate .Furnish him the Furnish him the facts & legitimate facts & legitimate informationinformation..Stay positive. Your donor could Stay positive. Your donor could FEELFEEL you you over phone.over phone.Don't leave any reasons of doubtDon't leave any reasons of doubtResponding to the Responding to the “NO” “NO” of prospective of prospective donor:donor: Organisation relatedOrganisation related Projects relatedProjects related Funds relatedFunds related

CLOSING – The ultimate CLOSING – The ultimate GOALGOAL

Closing contributes to 5% of effort but Closing contributes to 5% of effort but 100% of result. 100% of result.

ClosingClosing is situation specific – an is situation specific – an ARTART..

Timing of the closing is the most crucial Timing of the closing is the most crucial – hit the iron when its HOT.– hit the iron when its HOT.

Say Say THANKSTHANKS with smile. with smile.

Don’t disconnect – ASK FOR Don’t disconnect – ASK FOR REFFERALSREFFERALS OF LIKE MINDED PEOPLE. OF LIKE MINDED PEOPLE.

SUCCESS MANTRA!!SUCCESS MANTRA!!

LOALOA – Law Of Average – Law Of Average

SW-SW-SW-WNSW-SW-SW-WN

3 F’S:3 F’S: Feel – Felt – Found Feel – Felt – Found

GOOD GOOD Data BaseData Base

Regular & Effective Regular & Effective TrainingTraining

Follow UpsFollow Ups (Pipe line) (Pipe line)

Donor Donor Up-gradationUp-gradation

Use of technologyUse of technology

Donor RetentionDonor Retention

Well serviced donor could become Well serviced donor could become your GOLD MINE. Nourish them.your GOLD MINE. Nourish them.

DONOR SERVICING - 4 Easy DONOR SERVICING - 4 Easy stepssteps

• Thanks CallThanks Call

• Thanks LetterThanks Letter

• Keep your Donor Updated – Receipts, Keep your Donor Updated – Receipts, Certificates, Chronicles, Balance Certificates, Chronicles, Balance sheet and News letterssheet and News letters

• Third Month Call (Re-donation and Third Month Call (Re-donation and Referrals)Referrals)

ProspectsStarters

Regular Donors

Major Donor

Legacy

UpgradingUpgrading

DONOR UP-GRADATIONDONOR UP-GRADATION

Referrals

UpgradingUpgrading

CHEERS…CHEERS…

Naresh KakkarNaresh KakkarSyrex Infposervices (I) Pvt Ltd.Syrex Infposervices (I) Pvt Ltd.New DelhiNew Delhi 30 – 05 - 200930 – 05 - 2009