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 : bholloway@pellandbales.co.uk Direct Line : +44 (0) 20 7187 7153Switchboard : +44 (0) 20 7187 7187