Creator / originator

The information has been provided by Mr Anup Tiwari, Fund Raising Officer, UNICEF India.

Summary / objectives

Tele-facing is the name given in India to a hybrid of telemarketing and face-to-face communication. It is a modified extension of the major donor process to encompass cold solicitation. A telephone caller makes a brief pitch to the prospect with the objective of arranging a meeting for a field executive to make a presentation to a prospect at his or her home or office.

Background

Tele-facing evolved in India from the commercial sector where it is commonly used in the sale of financial products. It started as a cheque collection service and developed to use well-educated and articulate field executives.

Although with practice it could be run in house, more normally a specialised supplier agency provides the tele-facing team, which in a typical ‘target’ city of 5 million people would consist of a coordinator and ten call centre staff, each making up to 100 calls a day, and field executives.

The process is as follows: tele-callers call prospects or existing donors and fix meetings. The coordinator communicates with the team leader/field executive. The field executive then visits to seek a pledge or a one-off donation. The donation reaches UNICEF through the team leader and the charity sends its pre-prepared ‘thank you’ pack.

Special characteristics

UNICEF only started to fundraise from the Indian public and corporations in 2005. So far, it seems that the yields on investment from this form of pre-qualifying donors exceeds most other forms of direct marketing.

Influence / impact

This appears to be a very good way of giving prospects some detailed information about what UNICEF is doing in India.

Results

One to two per cent of business people who were not current supporters of UNICEF agreed to a meeting. In those meetings, 85-90 per cent agreed to a gift.

In India, the average donation can be as high as US$50. The ROI is above 2:1. Donors recruited in this way are very suitable for conversion to regular monthly giving.

Merits

Despite initial reservations this approach has proved to be successful. Anup Tiwari should be congratulated for testing and promoting it.

SOFII's I Wish I'd Thought Of That 2012 - No. 10 Charlie Hulme presents UNICEF India