1. Integrating face to face and
telephone fundraising to build
donor loyalty and lifetime value
Brussels, Friday 9 December 2012
Daryl Upsall
Chief Executive,
Daryl Upsall Consulting International

2. dočekati радушный прием

3. In this session
• A whirlwind tour featuring the
cutting edge best practice in
F2F worldwide
• How its has been successfully
integrated with telephone and
new media to build donor
loyalty
SOS Children’s Villages, Argentina
• Current and future challenges
for F2F fundraising
3

4. Associated telephone fundraising agency to DUCI in Spain
 Acción Contra el Hambre  Help Age International
 AECC (Asociación Española Contra el Cáncer) InspirAction
 Adsis  Intermón Oxfam
 Aldeas Infantiles SOS de España  Manos Unidas
 Amigos de los Mayores  Médicos del Mundo
 Amnistía Internacional  Médicos Sin Fronteras
 ANESVAD  Naves de Esperanza
 Ayuda en Acción  Pallapupas
 Cáritas  Plan International – Spain
 Codespa  Save the Children
 Cruz Roja  SEO/ Birdlife International
 Down España  Setem
 Fundación ANAR  Triodos Bank
 Fundación Cris Contra el Cáncer  UNICEF
 Fundación Entreculturas  UNHCR (ACNUR)
 Fundación Mas Vida  World Vision
 Fundación Sandra Ibarra  WWF España
 Fundación Theodora
 Greenpeace Spain
 Infancia Sin Fronteras

5. Associated face to face fundraising agency to DUCI in Spain
• Acción Contra el Hambre • HelpAge International -España
• ACNUR • InspirAction
• AECC (Asociación Española • Intermón Oxfam
Contra el Cáncer) • Intervida
• Aldeas Infantiles SOS • Médicos del Mundo
• ANESVAD • Médicos Sin Fronteras
• Oceana
• Ayuda en Acción
• Plan España
• Dianova
• UNICEF
• FAD • Save the Children
• Fundación Anar • WorldVision
• Fundación Cris Contra el
Cáncer
• Fundación Theodora

6. Our international face to face fundraising agency
Mexico Brazil
• MSF • ActionAid
• UNICEF • APAE
• UNHCR • MSF
• Lazos • Aldeas Infantiles SOS
• World Vision • Brasil Fundación Abrinq-Save
Portugal Argentina
• UNICEF • SOS Children’s Villages
• Nariz Vermelho
• Médicos do Mundo South Africa
• UNICEF
Italy
• UNICEF
• UNHCR
• Oxfam

7. Where it all began...and continues
• Started in Austria by Greenpeace and Dialogue
Direct in 1995
• Austrian church claimed Greenpeace was
reducing church collections !
• Face to face fundraising in 40 countries has
recruited over well over 1m new regular
donors for Greenpeace
• UNICEF in at least 32 countries
• UNHCR in at least 10 countries
• Working in Mexico, Chile, China, India, Japan,
Thailand, South Korea, South Africa,
Luxembourg, Czech Republic etc
7

8. Face to Face Worldwide
This is one day old and bet this map is out of date already

9. Trends overview
• Already in almost all
western Europe
• New markets opening
every month
• Fastest growth in Asia,
followed by Latin America
and East Europe
• Massive growth of middle
class F2F in Mexico City
• Hybrid “telefacing” in India
9

10. Who it works for
• Every NGO, but the more
emotive the cause, cancer, kids,
and animals tends to make it
easier
• Child sponsorship is perhaps the
easiest product to raise new
donors for worldwide
• Being a well known brand is NOT
required
10

11. 11

12. Trends overview
• INGOs and UN agencies
(UNICEF, UNHCR) are
biggest drivers in new
markets
• THE market entry tool for
them
• Have significant investment
from HQ – up to $50m
annually up to $6m per F2F in Manila, Philippines
market
12

13. Trends overview
• INGOs and UN agencies have
dedicated international and regional
F2F teams
• Extensive internal training/skillsharing
• Have both in-house and outsourced
models
• Key objective is to be first or second
mover in the market
• Greater use on integrated new F2F in Madrid, Spain
media/SMS
13

14. World of F2F Suppliers
14

15. Where is face to face fundraising?
• Street
• Door to Door
• Events
• Inside shops
• In a bar
• Wild animal park
F2F Medicos del Mundo,
Madrid, Spain
15

16. F2F fundraisers in Argentina

17. Where is face to fundraising?
• Workplace
• Malls
• Airports
• Metros
F2F USA • Wild animal parks
• Transport hubs
• To be invented ...where
the public is
17

18. Countries and Markets
• Each Face to Face market is different
• Sometimes the difference is small and
subtle
• Sometimes the difference is large and
obvious
• But there are some things you must
do
• And some things you must not do
18

19. Big World, different markets, large
differences in F2F Fundraising
• Banking systems
• Paperless direct debit
• Legal permissions
• Ease of staffing
• Average gift size
• Attrition
• Media response
19

20. Types of market entry
In house Agency/outsourced
Hybrid Volunteer
20

21. LEXICON OF F2F FUNDRAISING

22. Lexicon of F2F fundraising
What are we talking about – the tool?
• Face to face (F2F)
• Direct dialogue (DD)
• Door to door (D2D)
• Street fundraising
• Facing
• Canvassing
F2F Greenpeace
22

23. Lexicon of F2F fundraising
What are we NOT talking about?
• Major donor fundraising
• Cash collections
• Street collections
• Canvassing for cheques/cash/pledges
• Petition signing
• Public education programmes
23

24. Lexicon of F2F fundraising
What are we NOT asking for?
• Cash
• Cheques
• One off gifts
• Petition signatures
X
24

25. Lexicon of F2F fundraising
What are we asking for?
• Long term regular commitments
• Direct debits/EFT/standing
orders/credit card regular/PAC
payments
• Loyal and happy donors
F2F NSPCC, UK
25

26. Lexicon of F2F fundraising
What are we talking about – the people?
• Fundraisers
• Facers
• Direct dialoguers
• Canvassers
• Frontliners
• Recruiters
• Team leaders
26

27. Lexicon of F2F fundraising
What are we focussing on - measurements?
• People per hour (PPH)
• Sign ups per day (SPD)
• ROI (1-3 year...and beyond)
• Payback period
• No-shows/fulfilment
• Attrition rates
• And...more data...
27

28. KEY SUCCESS FACTORS IN
DEVELOPING A F2F FUNDRAISING
PROGRAMME
28

29. Things you must do
• Invest in quality fundraising
• Recruit and train the best quality F2F fundraisers
• Build a close working relationship - charity/agency
• Use all the right materials with potential donors
(show cards, leave behinds etc
• Ensure the donor follow up program is strong
-
29

30. Things you must do
• Monitor ALL your data
all the time
• Always think about
meeting the needs of
your donors
• Say “thank you”
(frequently)
• Process the payments!
30

31. Things you must not do
• Ignore your donors or treat the same as
direct mail donors
• Stop testing/innovating
• Think that you are more important than the
cause F2F donors give through charities, not
to charities
• Ignore your F2F Fundraisers
• Take the pledge forms and leave them in a
desk drawer until the person responsible for
processing them comes back from
holiday…..
31

32. HOW TO INCREASE THE NUMBER
OF RECRUITED DONORS
32

33. Essential RECRUITMENT MATERIALS
DOCUMENTS FOR THE
START OF THE DONOR
RECRUIMENT PROCESS
FORM
PRESENTER
• Thank you letter to
fundraiser
• Minimum
requirements card THANK YOU
(including quality
showcard)
• Donor recruitment
principles
CREDENTIALS

34. Fundraiser Identity Card

36. Showcards
• Showcards are key
materials that show the
work of the organisation,
visually and with few
words
• They are also “prompts”
to giving amounts
• They show what their
money buys

37. Showcards – British Heart Foundation,
UK

38. Showcards – British Red Cross
38

39. Showcards – Oxfam, Spain
39

40. Showcards – Plan,Spain
40

41. Showcards - UNICEF ,Spain
41

42. Showcards - UNICEF ,Spain
42

43. Showcards – Cris contra Cancer,Spain
43

44. Sign up forms - Oxfam,Spain

45. Thank you – leave behinds, UK
45

46. Thank you – leave behinds, Oxfam, Spain
46

47. Thank you – leave behinds,Action Against
Hunger, Spain
47

48. Thank you – leave behinds, UNICEF, Spain
48

49. Thank you – leave behinds,Plan, Spain
49

50. ATTRITION AND HOW TO CONTROL
IT - ONCE YOU HAVE A DONOR
MAKE SURE YOU KEEP THEM
50

51. But we have a problem...
donors

52. Attrition is a fact of life!
If you are recruiting donors
you have to expect attrition
But
If you monitor and manage it
you are more likely to be able
to control it.
52

53. Why measure attrition?
• Measure of success of the campaign
• Trends and information to guide future campaigns
• Return on investment
• Future strategic planning –
short and long term
• Understanding why attrition occurs
53

54. Attrition
Attrition: The Attrition
percentage of should be Attrition is
pledge donors measured different
who paid last channel-by-
month that do channel, and to
not pay again payment by fulfillment
this month.
payment.

55. Let’s make sure we keep and
develop those committed donors
• Welcome them and keep them happy
• Importance of “touch points”
• “Do you have any friends like you?”
• “Are you sure you said goodbye?”
• The donor journey....and why you need
to be with them all the way
• The donors last but special gift
• KEEP THANKING DONORS

56. Successful Attrition Management
Do’s Don’ts
Reconcile payment files with all Allow missed payments (aka
donors recruited unpaid donors) to slip through net
Ensure balanced mix of age & Sign up too many under 21-year
geodem. profile of donors olds or students
Develop year one
Leave donors un-contacted
communications cycle (av. 4/yr)
Personalise your comms: allow Send donors cash appeals, or
donors to choose freq. of contact DM newsletters with more asks
Reactivate lapsed donors quickly: Upgrade donors too early, or too
within a fortnight if possible often
Regularly meet fundraisers & re- Leave your Provider to run your
emphasise importance of quality campaign alone
56

57. Create a donor journey and build
loyalty
57

58. The “donor journey”
The “donor journey” will depend on a broad
range of factors, such as:
• How they are recruited
• Communication choices the donors
expresses to the NGO
• Gender and age
• Wealth and capacity to give
• “Fundraising products” that the
NGO has to offer the donor (middle
donor programme, major donor
programme, legacy/bequest and
planned giving programme)

59. The “donor journey”
The “donor journey” also depends on :
• Timing and quality of the “touch points” that
the NGO builds into its donor
communication cycles. These include:
• Welcome and thank you calls
• Thank you plus member get member calls
• Upgrading calls
• Cross selling communications,
• Invitations to one on one meetings or key
donor events
• House visits to key donors
• Donor surveys and feedback loops etc.

60. Aim is donor lifetime engagement
• Net income
• Long-term relationships
• Predictable income
• Multiple products or engagements
• Last gift is a legacy gift in their will…we
hope..
Measured by: net lifetime value (LTV)
60

61. Donor communications and “touch points”
Research across 100s of
NGOs in many countries
consistently show that if a
donor has more “positive
contacts” or “touch points”
it:
○ Builds trust and loyalty
○ Increases responses rates to
appeals and upgrades
○ Reduces attrition
○ Develops the donor journey
○ Increases lifetime value

62. Donor communications
How a new committed donor
is approached and recruited is
a key determinant of all
subsequent communications

63. Donor communications
Face to face recruited
donors normally are not
interested in printed
communication in new
media and especially
telephone.
It is a continuation of the
“conversation” and
“dialogue” with the charity

64. Listen & Offer choice
Listen Offer choice
• Encourage donors to call, • By which method are
write, blog etc – but make communicated with
sure you are ready for it • How often the are
• Survey donor communicated with
• Call them and ask their • How they want to
opinion or just how they are engage…or not
• Let them input (eg • Even offer donation
Greenpeace ship naming) holidays and downgrades in
tough times
64

65. Key Factors - Engaging Donors
• Sending the right
communications
• At the right frequency
• With the right message
• In the most suitable
medium…namely telephone,
SMS, email. Vismail, web
65

66. Telephone fundraising and its role in
building F2F donor loyalty

67. SMS “thanks” in real time
• Done by team leader Thanks for
supporting the
• Within minutes/hours children.
SOS Children’s
of sign up Villages
• Builds trust that the
“charity” was real
• Has some novelty
positive impact
67

68. F2F Welcome Call
• Reinforce the charity message
• Thanks
• Let donors know that you like to
talk to them (and don’t always ask
for money)
• Window into charity / donor
• Reality check on their details and
long term understanding of the
commitment
Reduce Early Attrition
68
68

69. Thank you – Member get Member
• 4 months into the donor relationship
• Call just to thank donor and make sure they are
happy with the charity, its communications etc
• Ask them to recommend the charity to friends,
family, colleagues

70. Thank you – Member get Member
• Normally 40% give names and telephone numbers of
3-4 people
• 40% of those called convert to monthly donors!

71. Spain – “Clarification Call”
Clarification calls – missed
payment that month
Average gift 165 €
ROI 1st year 1:18
ROI 5 years 1: 78
71

72. Upgrade Call
• When? – 6 to 12 month from first donation
• By how much? Ask for 100% increase per
month
• What can be achieved?
• 35%- 40% donors increase value of gift
• 40% increase in the value of donors
Those that upgrade are MORE LOYAL as are those
that do not upgrade but are called

73. Dedicate a fundraising telephone line
for ALL enquiries
• In Spain we are the inbound call
centre for all enquiries for most
major charities
• Staff trained to convert general
enquiries into monthly donors
• Open longer hours
• Very cost effective/high ROI

74. Recommendation for Loyalty Campaigns
– Member follow up
LOYALTY
18 MONTHS
6-8 MONTHS
4 MONTHS
2 MONTHS
3-7 DAYS
SAME DAY
MEMBER UPGRADE 1 UPGRADE 2
THANKS TO WELCOME EMAIL/
MOBILE CALL SMS GET
MEMBER
June 2011

75. Maximising donor lifetime value
HIGH
Taking personal
responsibility
Ownership
Amount
GIVEN
Commitment
Engagement
LOW Interest
Awareness
LOW INVOLVEMENT HIGH
75

76. The aim is donor lifetime engagement
Include NGO in will
HIGH Make a donation of 5000Euros Taking personal
responsibility
Join mid donor programme 600 Euros
year
Attend NGO “briefings”
Ownership
Amount Upgrade gift to 30 Euros p/m
GIVEN
Provide 4 friends details
Commitment
to call - MgM
Sign up a F2F
SeeNGO banner ad online donor
Engagement
LOW Interest
Awareness
LOW INVOLVEMENT HIGH
76

77. Global Trends in F2F -
Overview

78. Trends – main challenges
• Poor quality databases hinders
quality analysis
• Lack of business rules and
standard procedures
• Attrition low but increasing
• Late in building donor care
programmes
• Limited supply of key donor care F2F in India
supplies such as telephone
fundraising agencies
78

79. Trends – main challenges
• Demand for F2F services and
suppliers outstrips supply
• Monopolist supply situation
• Buy-in at CEO and governance
level
• Shortage of trained internal staff
• In many countries poor quality and
paper based banking
F2F in Istanbul, Turkey
• Lack of national fundraising
culture of donor care
79

80. F2F Challenges in Belgium
• Little focus on real retention after recruitment
on the streets/door
• first steps in building donor loyalty/journey
not on place
• High attrition leads to view that F2F doesn’t
work
• Lack of clear knowledge and best
professional practice/ethics in place
• Little integration/cross-channel FR with F2F
• How will single European payment area
affect F2F & direct debits
• Public opinion backlash and board fears
80

81. Use the Media to increase public receptiveness to F2F
81

82. Trends overview
• More training,engaging rewarding
and promotion of good performers
to build large and successful
programs
• New devices and innovation –
tablets, PDAs, payment in real
time
• Greater “partnership” between
charity and supplier
• Focusing on an older
demographic of recruiter and F2F in Madrid, Spain
donor
82

83. Motivating F2F fundraisers: Engaged with the cause - USA
F2F Campaign managers are sent to real projects of Children
International as part of their training, to enable them to talk about
real experiences with their teams and to motivate them.
83

84. How to motivate great face to face fundraisers in
Spain
• Arrange for team leaders to visit refugee
camps
• Have monthly conference calls between
team leaders and fundraisers with field
staff in refugee camps
• Ensure they receive a competitive salary
• Make them feel proud of their jobs
• They understand how important their
work is to UNHCR
Francesco Sciacca, Fundraising
Director UNHCR Spain
84

85. F2F fundraisers in Spain

86. Think donor experience and not donor
acquisition in ALL markets
• Speak directly to your donors for the first 18
months
• Don’t let them slip into a regular mundane news
and update after three months (sending a
newsletter is not retention)
• Formats of all information have changed – short,
image‐led messaging delivered more frequently
• Donor retention is as important in India as it is in
Canada so don’t lose sight of what is going out
the back door
Clare Rodger,
Director ,Save the Children International

87. Consider your suppliers partners not
contractors
• Treat your fundraisers like you would treat your
donors, send them a welcome pack, say thank
you, acknowledge their contribution through
regular and direct communication
• Communicate regularly fundraisers, identify and
work through issues together don’t just sit back
and expect them to do all the work
• Training and recruiter retention programs are a
must if you want to see your programs grow
Clare Rodger,
Director ,Save the Children International

88. F2F fundraisers in in Portugal

89. New market challenges
• A major challenge is to find skilled people... F2F
is pretty new and it is difficult to find people with
some expertise. ..so TRAINING is key.
• Sharing of expertise and increasing the
understanding of the "entire" process
• The "it is not working here syndrome” is out there
• Managing expectations from F2F agencies who
often overpromise and under-deliver
• Lack of business rules and procedures.
• Acquisition rates/fulfilment rates/attrition rates get
mixed
Wim Desmedt
Global Membership Initiative,
WWF International

90. Amnesty International F2F
experience
• New markets are usually more able to move quickly on
testing new ways of communicating - such as welcome
SMS/emails.
• Can usually improvise/find a volunteer/be the agency's
first charity customer (and maybe get the service pro
bono)
• Challenge is in getting staff to accept that and to not try
new ways of working without having tried out and tested
the traditional ways.
Ellen Walters, Head of Resource Mobilisation Unit,
Amnesty International

91. Face to Face moving forward,
• Areas of the world with growing middle classes is
the future
• Excited about the work in Thailand and bored with
hearing about the potential in India.
• The use of two step. The potential for using face
to face for lead generation and then follow up
over the telephone is huge.
• Excited about the potential of telefacing, not just
in developing markets but in markets like the UK.
John Jeffries
Individual Giving Advisor (Face to Face)
SOS Childrens Villages International

93. New trends and innovations in F2F
Fundraising
• With the increase of attrition, donor
care and donor journey are, at last,
becoming a priority
• Printed materials being replaced by
telephone calls, sms, emails and
probably more and more social
media Christophe
• Winning orgs will offer real Glenisson, UNHCR
Fundraising Officer
interactivity and engagement with Asia Pacific
Private Sector
their donors Fundraising

94. Greenpeace – Still F2F pioneers
• A simple trick to lower your 1st year attrition
rates is to increase your average age of sign-
ups.
• Unfortunately, I can still see lots of charities
worldwide signing up people younger than 25.
• The tablet/android market is increasing and so
are the number of sign-ups with the help of an
electronic device.
• The key advantage is getting that first donation
on the spot and thus significantly lowering your
attrition.
Reinier Spruit, Greenpeace International

95. WWF experience in starting up F2F
East Europe
Inhouse F2F works where:
• Strong performance control on the level
of individual fundraisers
• Fundraisers are measured not just on
signup/hour but are monitored on various
KPIs:
○ no-show/fundraiser, complaint/fundraiser,
ratio of email
address/birthdate/phonenumber on the forms
gathered by the fundraiser)
Roland Csaki, WWF International

96. Integrate new media with F2F

97. Embrace Social media
97

98. Turkish delights in F2F
• Greenpeace Med has tested using mobile
payment as a new payment gateway.
• The new face to face donors are a young
generation, fast, integrated, interactive,
personal communication is important.
• Asking for Facebook and Twitter
accounts of donors on donation form, they
all have one and they share it easily.
Gunes Yildirim
UNICEF Turkish National Committee
Private Individual Fundraising Manager

100. Payment Online in Real Time
Test whether face to face
donors would be prepared
to make the first payment
of an ongoing monthly
donation “live” through a
web platform in a
shopping mall
100

101. Swipe-card technology
• Use swipe-card technology to
capture and validate
credit/debit card details in the
mall.
• To establish that presenting
credit card details in a “Card
Present” environment
• Will significantly increase
ongoing payment presentation
success.
101

102. Collecting prospect data on PDA via F2F
• Real-time management reporting
• ROI improved by reducing processing
costs in time and resource ROI from
zero duplication & quality prospect
donor data
• Improved engagement to the cause
through video, SMS and email
communication
• Drastically improved follow up times
whilst interest still fresh, improving
the conversion of DATA into DONORS
102

103. Alternative payment mechanisms
e.g. Utility and mobile bills (Brazil, Romania, etc)
David Cravinho
Global Fundraising Specialist -
Face to Face
Central Fundraising, Private
Fundraising and Partnerships
UNICEF

104. Better use of props and materials

105. A few other ideas from UNICEF
• SMS micro donations and lead
conversion
• Member get member lead
generation
• More interactive engagement
at point of sale
David Cravinho
Global Fundraising Specialist - Face to Face
Central Fundraising, Private Fundraising and Partnerships
UNICEF

106. Using an iPad to collect F2F data
in Canada, USA...Spain (soon) etc

107. iPad/iPhone street F2F test UNICEF USA
• Efficient data capture (card swipe)
• Direct data transfer
• Immediate bank validation David Cravinho
Global Fundraising
• Immediate 1st payment Specialist - Face to Face
• Immediate thanks and engagement Central Fundraising,
Private Fundraising and
Partnerships
UNICEF

108. F2F …The future?
Challenges
• Financial security of suppliers
• Supply not meeting demand
• Challenges from the Credit Card companies PCI
• Government control/regulations
• Self regulation UK in Ireland to come to Canada, Holland…
• Press and Public backlash
• Telephone call & email blocking
• A new FR product that recruits new regular donors cheaper
108

109. F2F …The future?
Opportunities
• Better marketing to press and public of
the benefits of F2F
• More technological innovation to
improve speed and quality of data
processing
• Better understanding and use of the data
we have – more control “testing”
• Greater integration with other
fundraising activities
• A wider choice of products on offer via
face to face such as lottery tickets sales
109

110. F2F …The future?
Opportunities
• Vastly improved donor stewardship
• F2F donors becoming “new donor
introducers”
• F2F Payroll Giving operation
(Workplace Giving UK)
• Demographically targeted
recruitment
• F2F for prospecting warm donors
110

111. F2F …The future?
Opportunities
• Better marketing to press and public of
the benefits of F2F
• More technological innovation to
improve speed and quality of data
processing
• Better understanding and use of the data
we have – more control “testing”
• Greater integration with other
fundraising activities
• A wider choice of products on offer via
face to face such as lottery tickets sales
111

112. F2F …The future?
Opportunities
• Vastly improved donor stewardship
• F2F donors becoming “new donor
introducers”
• F2F Payroll Giving operation
(Workplace Giving UK)
• Demographically targeted
recruitment
• F2F for prospecting warm donors
112

113. Any Questions ?

114. Go raise money…or
even more money!
Your causes need it!

115. Gracias merci
grazie mille
115

116. Daryl Upsall Consulting International SL
Tel: + 34 91 829 0772
Calle Caleruega 79, Plta 7
28033 Madrid
info@darylupsall.com
www.darylupsall.com
116

117. Lunch!