Individual Giving

New Tools in the Telemarketing Toolbox

Ashley Rose

Georgie Murray

Todays first problem…

Is the word:‘tool’

Let’s start with…

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TRUST

2017 REPORT HIGHLIGHTS• Population is more skeptical• Less people with ‘high’ levels

of trust• People with outright distrust

charities increasing• The potential conclusion that

charities now have to ‘earn’ peoples’ trust instead of people accepting them on face value

SUCCESSFUL CONVERSATIONS

MEANINGFUL CONVERSATIONS

TECHNOLOGY

SUCCESSFUL CONVERSATIONS

RETENTION

Instalment Number

1 2 3 4 5 6 7 8 9 10 11 12

Before 100% 77% 74% 73% 72% 70% 69% 67% 66% 64% 63% 60%

After 100% 98% 96% 93% 92% 90% 88% 85% 83% 81% 77% 76%

Retention of Regular Donors went from 60% to 76%A 16% increase represents about $100k of retained income

PLEDGED RESULTS

Upgrades

Conversation rate Pledge Rate

Before 45% 29%

After 50% 31%

Cash Conversion

Conversation rate Pledge Rate

Before 43% 7%

After 40% 9%

Reactivation

Conversation rate Pledge Rate

Before 35% 12%

After 30% 13%

Inspired Gift Conversion

Conversation rate Pledge Rate

Before 41% 8%

After 41% 12%

COMPLAINTS AS A MEASURE OF SUCCESS

Historically – few complaints

We now see even less ☺

SUCCESSFUL AND MEANINGFUL CONVERSATIONS

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MEANINGFUL CONVERSATIONS

PEOPLE, TRAINING, WORDS, EMOTION & TRUST

TOOLS FOR MEANINGFUL CONVERSATIONS

“Fundraising should not be about persuading people to give to the charity: it should be about inspiring people to want to make a difference to the world by giving to the cause and feeling great about it.”

Giles Pegram CBEVice-chair, The Commission on the Donor Experience

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FRONT PAGE- Informative- UNICEF branding- FIA code compliant- Space for notesINTRODUCTION- Clear positive language- Focus on the donor- Why we’re calling them- Engagement Questions

CASE FOR SUPPORT

• Three cases• Use of case study• Conversational• Use of emotion• Limited statistics• Bring the donor into the

solution• Make them feel:

THEY BELONGIMPORTANTTHE VALUE OF THEIR ACTIONSA WIN

IT’S ALL IN THE ASK

• Developed 3 ask styles• Never more than 2 asks• Often only 1 ask• If “No” means no, then OK• No smoke or mirrors• Sincere Ask = Sincere Pledge

DISCLOSURE

• Reaffirmation of a donation amount and frequency takes place 3 times

• Clarity on dates and next steps is essential

• Unrestricted funding vs. Restricted• Donor Rights… Contact UNICEF if you

wish to Increase, Decrease or Terminate your donation

• Written confirmation in 10 days• Payments as a fundraiser disclosure

A FEEL-GOOD FACTOR FINISH

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TALK TIME MAKES THE DIFFERENCE

TOOLS FOR MEANINGFUL CONVERSATIONS – TALK TIME

TOOLS FOR MEANINGFUL CONVERSATIONS – TALK TIME

TOOLS FOR MEANINGFUL CONVERSATIONS – TALK TIME

• What neuroscience tells us about donating• Mapped which part of the brain is engaged when we do certain

things• Decisions are activated by the limbic system of the brain, which is

unconscious, and also regulates our memories and the heartbeat. The rational part, which governs our logical thoughts and the language, intervene only after the decision is taken (the gut feeling) to justify or explain why we do things.

• The same part of the brain is active when we decide to donate, provoking the same reaction caused by other stimuli like sex, food and money, hence the scientific proof that giving makes you happy!

• Our brain works through images: two third of stimuli that reach our brain are visual and more than half of the brain works on visual stimuli.

• Discovery that the key emotions – drive an action like pushing a button, giving by credit card or writing a cheque, signing a petition, etc.

• Six Emotions: Happiness, Surprise, Anger, Disgust, Sadness, Fear.

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Implementing the tools discussed has other benefits• Increased Trust• Increased Confidence• Broadening of Campaigns• A fertile atmosphere for testing• Increased collaboration• Faster sign off and approval times

Integrated communications and technology enhancing UNICEF’s program• Web• Digital• Email• Premium SMS / SMS• Payment gateway• Partner with specialist help you will fill the knowledge

gap

API’s – what are they?

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API INTEGRATION ALLOWS THIS…

• An email and SMS is sent following the call

• Names the fundraiser• Reinforces the message

of the call• Adds further legitimacy

POST CALL ENGAGEMENT

API INTEGRATION ALSO ALLOWS THIS…

WELCOME CALL:• A new face to face sign up is

sent via API• From the street to call center

without manual intervention• Allows In-House or Agency

sign ups to receive the same Welcome call experience

A MORE COMPLEX APPLICATION…

WHAT’S WORKING AND WHAT’S NOT WORKING?

Trust in our partnershipBetter and longer conversationsConversations focused on donor interests & needsTesting, testing, testingRevising the content for fundraisers constantly

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1. Devour the work by Commission on Donor Experience - sofii.org/cde

2. Track retention rates across your phone RG programs

3. Know your people

4. Set qualitive KPI’s for your campaigns

5. Discover more about API / tech integrations

Top five ‘toolbox take-outs’