CDE project 11f face to face: sec­tion 3 — The Door Fundrais­ing Rulebook

Written by
The Commission on the Donor Experience
March 28, 2017

The Door Fundraising Rulebook includes rules on:

  • Approaching households respectfully
  • The time of day that fundraisers may knock
  • Members’ responsibilities regarding local “no cold calling” zones and door stickers.”

So, with the rules laid out, the principles can fall in to place.

  1. Explore if you want to start a program in-house, or if you want to conduct your model through a third-party provider. In-house set-up costs are expensive, and the volume you require, if large, is always going to be more easily achieved through an established agency.
  2. Appoint an agency that you feel comfortable with. Meet with the preferred clients, vet them, interview them, get them to tender for the work and pitch to partner with you. 
  3. Agree to internal processes around: how to manage interaction with a potentially vulnerable supporter; whistleblowing policies; and the agencies social media policies. This is a partnership. You will have to work hard to maintain a strong partnership. 
  4. Get out and meet the teams that are on the street. 
  5. Once you negotiated the agreements and costs, remember to make sure that you have claw back’s in place for those supporters that don’t make a first/second/third payment. 
  6. Set your KPI’s. These are traditionally based on the average donation, average age, and a percentage of the supporter’s that you want to be able to claim gift aid against.
  7. Agree a fulfilment process. Some agencies include this in the cost per fundraiser per day, or the per donor recruited.
  8. Arrange for regular meetings and assessments of the campaign. The frequency of these should be in place before you start. You may wish to trial a period of recruitment of a minimal amount of new supporters, pause for a 3-4 month period, before then rolling the full campaign out so that you can gain insight and confidence in the quality.
  9. Set a regular training session. Charities that engage in the training process see a higher level of retention, and do this frequently, so that as the staff turnover and leave, you are making the same connection with those that are recruited in to replace them.
  10. Make sure that you are happy with the appointed account manager, as this relationship is going to be key in the development of your campaign.
  11. Have a robust complaints procedure in place, so that investigations can be handled efficiently, and that members of the public feel heard and effectively responded to when they raise their concerns. 
  12. Have a complaints process and details of the relationship with your partner on your website, with relevant contact details of how the relationship between you and your agency works, and how complaints can be dealt with.
  13. Internally communicate the campaign, so that all staff and volunteers are aware of it, and the benefits that the income will bring to the charity in the long-term.
  14. Integrate the stewardship of the new supporters in to your welcome program and your donor journey.
  15. Include insight gathering mechanisms in to the data collection at the point of recruitment and the welcome call process (see the Donor Voice model later as an example).
  16. All collateral, branded hand-outs, digital stewardship options, tablet content for the fundraisers to use, potential involvement devices (see the Sense example later), should be sourced and ready for the launch date.
  17. Data flow between the agency, your fulfillment house, the telephone welcome calling centre, and the charities data team should be agreed to.
  18. The shift patterns of the staff each day, and any seasonal implications. For example, some charity clients prefer not to knock doors as late as 9pm in the winter months, as it can reduce the risk of complaints and damage to you brand.
  19. Include key stakeholders internally in the decision making. From trustees, through to all public facing departments (digital, PR, brand and communications, public affairs and marketing teams), can all help the campaign to deliver its maximum impact.
  20. Instill the values of your charity in to the campaign and training.
  21. Mystery shop. Site visit. Engage as much as you can. This will benefit you massively, 
  22. Get feedback from the fundraiser’s themselves. Listen to what their concerns are, take them back to your team to brainstorm, and act accordingly on delivering solutions. Standing on the street, in a private site or knocking doors all day is a lonely occupation. So the more that you can support those fundraising for your cause, the better! 
  23. And according to the agitator, here are 8 more things that you should know:

Click on the image below to view project 11f in full - PDF format.

About the author: The Commission on the Donor Experience

The CDE has one simple ideal – to place donors at the heart of fundraising. The aim of the CDE is to support the transformation of fundraising, to change the culture to a truly consistent donor-based approach to raising money. It is based on evidence drawn from first hand insight of best practice. By identifying best practice and capturing examples, we will enable these to be shared and brought into common use.

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