Stephen Noble Head of Workplace Giving & Corporate Support James Waring Senior Planner, Listen

1. Stephen NobleHead of Workplace Giving & Corporate Support James Waring Senior Planner,Listen

2. What do you need? • Initially, two things: • Clear, measurable objectives • Data.

3. OK, what data!? • Quality and quantity: • Your individual donor records must have either employee/payroll or NI number • But you don’t necessarily need to have telephone numbers… • In order to obtain statistically significant results, you need at least approx 1,250 records with phone numbers at outset.

4. The calling: who and what? • You need a telemarketing specialist: • You may already work with one • You may even already have an appropriate, compelling script… • But even then, consider your [payroll donor] audience – the script may need adapting • A good TM agency will do this for – and importantly, with –you.

5. Implementing those lovely pledges, part I • Payroll Giving’s a little more complex: • Verbal pledges need converting • Only one specialist: WPGUK • They liaise with employers to ensure increases are implemented • Pre-calling, they can also ‘clean’ your data.

6. Implementing those lovely pledges, part II • Other considerations: • Pay attention to each agency’s data specifications to save time • Each agency will need your charity letterhead for confirmation letters • When confirming agreed increases, refer to “by”, not “to” • Start dates are dictated by payroll, as are frequencies.

7. What results can you expect? 30%!? • An initial response rate of 30-35% appears typical • An average increase £35-£50/year • The ultimate conversion will probably be 80-90% of pledges • Comparable to attrition on standard DD upgrade c. 5-10%. • Good idea to measure complaints • DD should hit 40% but more objections to upgrade with PG.

8. The checklist. You need to: • Have clear, measurable objectives • Select 3,500+ payroll donor records with employee or NI number • Select a telemarketing agency • A compelling script that brings your cause to life and which you may need to adjust for your payroll audience • The proposition and script need urgency and tangibility • Append telephone numbers if you don’t already have them • Remove employers who won’t upgrade (not essential) • Consider how you will implement the verbal pledges – WPGUK is your best and possibly, only, bet • Pay attention to each party’s data specifications • Send your letterhead to both agencies • Use the language of “by” not “to” when confirming increases agreed over the phone • Measure the ultimate conversion as well as the initial response • Have a process for dealing with any complaints • Import successful upgrades on to your database.

9. Thank you for istening! Any questions? Stephen: stephen.noble@barnardos.org.uk 0208 498 7614 James: james.waring@listenuk.org 0207 619 7878