Face-to-Face Fundraising Best Practices and New Initiatives

Face-‐to-‐Face Fundraising:
Best Practices & New
Initiatives
4/20/16
Noon Eastern
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Before we get started »

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https://bloomerang.co/demo/video

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Our guest presenter »
Daryl Upsall, FInstF
33+ years with over 230 nonprofits in
62 countries.
Intl. Fundraising Director for
Greenpeace Intl.
Daryl Upsall & Associates
Fellow of the UK Institute of
Fundraising & a Vice-‐Chair of AFP

© Daryl Upsall & Associates SL 1
FACE TO FACE FUNDRAISING: BEST PRACTICE
& NEW INITIATIVES
Daryl Upsall FInstF
Daryl Upsall & Associates SL
www.darylupsall.com

Hei

DARYL UPSALL FInstF
• Daryl Upsall is an internationally renowned
fundraising leader with over 30 years of
experience.
• He was the former International Fundraising
Director of Greenpeace International where
he raised over $1 billion USD.
• Raised 2.5 m UK pounds for Nelson Mandela
and ANC for first election
• He is a Fellow of the Institute of Fundraising
(UK) and an AFP International Board
Member & Vice-Chair (USA).
Worked in ...

OUR GROUP OF COMPANIES
• Daryl Upsall & Associates, The Fundraising Company,
International Fundraising, Fundraising Estrategias and
www.globalcharityjobs.com are all part of the DUCI
family.
• Most of the world’s largest INPOs, UN agencies, Red
Cross etc are our clients
• In 2014, The Fundraising Company generated 47,000
new donors via the telephone.
• Since 2003 The Fundraising Company and
International Fundraising have raised over 856 million
euro for clients in Spain.
• Also in 2015, the face to face agency International
Fundraising in Spain recruited 114.920 new donors for
its clients. It also operates in Italy, Portugal, Colombia,
Mexico, Peru and Poland.

THIS SESSION
Love it or hate it, F2F
fundraising represents an
estimated $1 billion USD in
non-profit investment annually.
Are you getting the best return
for your investment?”

ActionAid UK

WHERE IT ALL BEGAN...AND CONTINUES
• Started 20 years ago in
Austria by Greenpeace
and Dialogue Direct
• Austrian church claimed
Greenpeace was reducing
church collections !

FACE TO FACE WORLDWIDE

LEXICON OF F2F FUNDRAISING
What are we talking about – the tool?
• Face to face (F2F)
• Direct dialogue (DD)
• Door to door (D2D)
• Street fundraising
• Canvassing
• Dialoguing
• Facing
• …..

What are we talking about – the people?
• Fundraisers
• Facers
• Direct dialoguers
• Canvassers
• Frontliners
• Recruiters
• Team leaders
• “Chuggers” … or “Changels”?

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

UNHCR Thailand

WHO DOES IT WORK 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 for the donor…
mission is more important

Save the Children UK

WHERE IS FACE TO FACE FUNDRAISING?
• Street
• Door to Door
• Events
• Parks
• Inside shops
• Bars and cafes
• Wild animal park…
Aspinall Foundation, UK
F2F Medicos del Mundo, Madrid, Spain

WHERE IS FACE TO FUNDRAISING?
• Workplace
• Malls
• Airports
• Metros
• Hospitals
• Transport hubs
• To be invented ...where the
public is

Save the Children South Africa and Korea

TYPES OF F2F MODEL
In house Agency/outsourced
Hybrid Volunteer… really?

EVER CHANGING WORLD OF F2F SUPPLIERS…

KNOW YOUR F2F KPIS
– WHAT TO MEASURE AND WHY

WHAT’S A KPI?
KEY PERFORMANCE INDICATOR

WHAT’S A F2F KPI?
Sign up rate
Fulfilment rate
Attrition rates
Average gift
Cost per donor (CPA)
Return on Investment

SIGN UP RATE
Per hour
Per day
Per shift
Leads
Per hour
Per day
Per shift
Donors

DIFFERENCES...
Paying for time
• Your sign up rate
determines your cost per
contact/lead
• Your fulfilment rate
determines your cost per
donor (more on this soon)
• A key metric for in house
operations
Paying per donor
• Donor costs are fixed
• Sign up rate less a concern
but.....
• Don’t ignore it as it affects
the efficiency of your
campaign, and the
performance of your
vendor.

FULFILMENT
Fulfilment: Occurs only when those
who have agreed to become a pledge
donor actually make their first
automatic payment. Fulfilment can
also refer to the process required to
get people to start paying.

So, do you really have a new
F2F donor?
• When she has said yes on the
street?
• When she has filled in the
form?
• When you have said “Thank
you” to her?
• When she has told her
girlfriend in an effort to
impress her...
27
FULFILMENT

ANY QUESTIONS?

=
SO WHERE IS FACE TO FACE RIGHT NOW?

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1. Media, public and regulator negativism
2. More diversity - away from the street
3. More engagement - interactivity and creativity
4. Focus on donor loyalty and development
5. More efficiency - technology and processes
CURRENT F2F TRENDS

USING FACE TO FACE/DOOR TO DOOR
FUNDRAISING TO BUILD A POSITIVE PUBLIC
PROFILE
• Physically visible…out there
• Before launch – internal and
external PR
• Press releasing and local
media – Before and after
launch

POSITIVE PRE- CAMPAIGN MEDIA
- UNICEF SPAIN
“Excuse me, would you
like to become a
member of a charity?
San Sebastian, Spain

HONG KONG F2F MONTHLY GIVING ALLIANCE

ANY QUESTIONS?

DIVERSIFICATION OF LOCATIONS
AND PRESENCE

43
DIVERSIFICATION

44
DOOR TO DOOR (D2D)
Benefits
• Audience segmentation
• Higher average donor age
• Data availability
• Opportunities beyond large
urban centres
• Suitable for wider range of
fundraiser profiles
• Better fulfilment and
attrition rates

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DOOR TO DOOR (D2D)
Challenges
• Specific housing and
demographic issues
• Security concerns and
access to donors
• Working schedules to
engage with employed
donors
• Self-exclusion or opt-out
• Legal issues

46
PRIVATE SITES
Corporate
Retail
Events

Benefits
• Audience segmentation (eg B2B, airport
venues, etc.)
• Access to multiple sites through single
agreement
• Opportunities to benefit from (and
strengthen) corporate relationships
• Potential for more innovative and interactive
engagement
• Weather-proofing
• Secure environment
• Geographical spread
• Generally higher productivity and donor
quality
• Legitimacy and credibility
PRIVATE SITES

• Challenges
• Restricted access to sites (resource
intensive booking process)
• Potential costs for venue space
(especially shopping malls and
events)
• Barriers to scale-up
• Restrictions to movement
• Additional stand materials
• Fundraiser profiles, training and
quality control
PRIVATE SITES

ROAMING TEAMS
49
• Access to new audiences
• Higher productivity
• Motivating for fundraisers

OUT WITH THE OLD!

HOUSTON GALLERIA WORLD VISION US
IN WITH THE NEW!

SAVE THE CHILDREN - BOSTON

WORLD VISION SEATTLE 2012 –FOCUSED
ON MICRO LOANS

HEART & STROKE FOUNDATION
- CANADA

WORLD VISION SEATTLE FOCUSED ON GIFT
CATALOGUE

FACE TO FACE FUNDRAISING TODAY… AND
TOMORROW?

62
MORE INTERACTIVE
AND ENGAGING APPROACH

10kg
5k
g
normal 1-year old child
malnutrition 1-year old child
Comparing weight, mid-upper arm of malnutrition and
normal 1-year old child using doll+baby carrier

F2F TOTAL ENGAGEMENT…IN BRAZIL
64

ANY QUESTIONS?

VIRTUAL REALITY
– WELCOME TO THE FUTURE!
71

FROM THEN…
73
…TO NOW.

WHAT’S THE TECHNOLOGY?

WHAT’S THE KIT?
$200
$2-$5
$100
$8-$20
+

BACK TO REALITY….VIRTUALLY

LET ME INTRODUCE YOU TO SIDRA…
77

SO HOW CAN SIDRA HELP US
TO HELP CHILDREN LIKE HER?
78

VIRTUAL REALITY…MAKING A DIFFRENCE
This experience has
opened us doors to make
recruitment with Face to
Face in companies from
our corporate alliances …
and, in the case of telcos,
this VR activity puts
UNICEF closer to their
business.
Rocio Salinas Asensio, UNICEF
Spain

80
“This is a first for street fundraising.
These immensely powerful images
transport you in an instant from an
ordinary British high street to scenes of
apocalyptic destruction in Aleppo. It’s
shocking and it’s meant to be.”
Amnesty International UK innovations
manager, Reuben Steains

“This is a first for street fundraising.
These immensely powerful images
transport you in an instant from an
ordinary British high street to scenes of
apocalyptic destruction in Aleppo. It’s
shocking and it’s meant to be.”
Amnesty International UK innovations
manager, Reuben Steains

HOW COULD YOU USE A VR EXPERIENCE?
82
• Where?
• Who?
• How?
• What else?

ANY QUESTIONS?

FOCUS ON DONOR LOYALTY AND
DEVELOPMENT

donors
BUT WE HAVE A PROBLEM...

RETENTION IS THE NEW ACQUISITION. CUSTOMER
SERVICE IS THE NEW MARKETING. - JOE CONNELLY

© Daryl Upsall & Associates SL 8787 87
F2F WELCOME CALL
• Thanks the donor again
• Reinforces the charity message
• Lets donors know that you like to
listen to them and don’t always ask
for money
• Provides more insight into donor
motivations
• Reality check on the donor’s
understanding of the long term
commitment
• Enhances and confirms data
Reduces Early Attrition...considerably

DONOR COMMUNICATIONS
How a new committed
donor is approached and
recruited is a key
determinant of all
subsequent
communications

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, web

DONORS RESPOND DIFFERENTLY…
..SO NEED TO BE TREATED DIFFERENTLY
• Direct mail/press advert recruited donors are
likely to respond better to communications by
mail and printed communications
• New media recruited donors will respond
better to emails and text
• Face to face donors respond best to the
telephone
90

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

&“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

CALLING DONORS
93
Benefits:
• Data validation (financial,
e-mail, phone, address)
• Quicker data transfer and
processing
• Immediate welcome
communication
• Cash flow
• Credibility and
professionalism

LISTEN & OFFER CHOICE
Listen
• Encourage donors to call,
write, blog etc – but make
sure you are ready for it
• Survey donor
• Call them and ask their
opinion or just how they are
• Let them input (eg
Greenpeace ship naming)
Offer choice
• By which method are
communicated with
• How often the are
communicated with
• How they want to
engage…or not
• Even offer donation
holidays and downgrades in
tough times
94

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

THANK YOU
– MEMBER GET MEMBER CALL
• Normally 20% give names and telephone
numbers of 2 people (that means 40% out of
all the contacted)
• 15% of those called convert to monthly
donors!

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

MAXIMISING DONOR LIFETIME VALUE
INVOLVEMENT HIGHLOW
Awareness Interest
Engagement
Commitment
Ownership
Taking personal
responsibility
HIGH
LOW
Amount
GIVEN
98 Daryl Upsall
Consulting

THE AIM IS DONOR LIFETIME ENGAGEMENT
INVOLVEMENT HIGHLOW
Awareness Interest
Engagement
Commitment
Ownership
Taking personal
responsibility
HIGH
LOW
Amount
GIVEN
Sign up a F2F donor
See NGO banner ad online
Provide 4 friends details
to call - MgM
Attend NGO “briefings”
Upgrade gift to 30 Euros p/m
Join mid donor programme 600 Euros
year
Include NGO in will
Make a donation of 5000 Euros
99 Daryl Upsall
Consulting

DONOR LOYALTY IS NOT ABOUT THE DONOR
BEING LOYAL TO YOU, IT IS YOU BEING LOYAL
TO THE DONOR.
– HARVEY MCKINNON

ANY QUESTIONS?

MORE EFFICIENCY - TECHNOLOGY
AND PROCESSES

WHAT IS THE MOST SIGNIFICANT/EXCITING INNOVATION IN
F2F THAT YOU ARE AWARE OF IN THE LAST 2 YEARS?
“I think everything becoming digital/paperless is
exciting. We are seeing that while face to face in
itself is a basic form of fundraising, that we’re
able to keep up with ever evolving technology and
trends and continue improving the sector.”
Jennifer Ward, VP of Marketing,
International Headquarters,
www.TNInetwork.com

EFFICIENCY - INCREASED MOVE TOWARDS
DIGITAL
106
Benefits:
• Data validation
(financial, e-mail, phone,
address)
• Quicker data transfer
and processing
• Immediate welcome
communication
• Cash flow
• Credibility and
professionalism

… IN F2F
2-step process:
Initial SMS donation
+ TM conversion to regular
giving
1-step process:
Regular monthly donations via
mobile phone bill

2-STEP SMS ON THE STREET
108
Donor recruited on street
– asked to text £3, £4 or
£5 to help feed a child
Donor called to convert to pledge

SMS ON THE STREET – TOP TIPS
109
• Value of SMS gift has high
correlation with RG conversion
• Integration with call-centre is vital
(quick call-back increased
conversion rates)
• Where possible use mobile-giving
as a drop-ask (even in 2-step TM
script)
• Make donors aware of follow-up
call
• Use of street theatre increases
response

CALL YOUR LEADS BACK QUICKLY

‘CONNECTED’
– REGULAR GIVING THROUGH PSMS
Step 1 – Donor initiates process by responding to prompt
with a text

‘CONNECTED’
Step 2 – Donor initiates
process by responding to
prompt with a text

‘CONNECTED’
Step 3 – Donor receives a monthly
reminder with an option to ‘SKIP’ a
donation if they need to…

WHAT NEXT?

ANY QUESTIONS?

117
Gracias
merci
grazie mille
Kiitos

Daryl Upsall & Associates
daryl@darylupsall.com www.darylupsall.com

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