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Stephen Noble Head of Workplace Giving & Corporate Support James Waring Senior Planner, Listen. What do you need?. Initially, two things: Clear, measurable objectives Data. OK, what data!?. Quality and quantity:

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Presentation Transcript
slide1

Stephen NobleHead of Workplace Giving

& Corporate Support

James Waring

Senior Planner,Listen

what do you need
What do you need?
  • Initially, two things:
  • Clear, measurable objectives
  • Data.
ok what data
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.
the calling who and what
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.
implementing those lovely pledges part i
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.
implementing those lovely pledges part ii
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.
what results can you expect 30
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.
the checklist you need to
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.
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Thank you for istening!

Any questions?

Stephen: stephen.noble@barnardos.org.uk 0208 498 7614

James: james.waring@listenuk.org 0207 619 7878