Presentation on theme: "Stephen Noble Head of Workplace Giving"— Presentation transcript:
1Stephen Noble Head of Workplace Giving & Corporate SupportJames WaringSenior Planner, Listen
2What do you need? Initially, two things: Clear, measurable objectives Data.
3OK, what data!? Quality and quantity: Your individual donor records must have either employee/ payroll or NI numberBut 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.
4The calling: who and what? You need a telemarketing specialist:You may already work with oneYou may even already have an appropriate, compelling script…But even then, consider your [payroll donor] audience – the script may need adaptingA good TM agency will do this for – and importantly, with – you.
5Implementing those lovely pledges, part I Payroll Giving’s a little more complex:Verbal pledges need convertingOnly one specialist: WPGUKThey liaise with employers to ensure increases are implementedPre-calling, they can also ‘clean’ your data.
6Implementing those lovely pledges, part II Other considerations:Pay attention to each agency’s data specifications to save timeEach agency will need your charity letterhead for confirmation lettersWhen confirming agreed increases, refer to “by”, not “to”Start dates are dictated by payroll, as are frequencies.
7What results can you expect? 30%!? An initial response rate of 30-35% appears typicalAn average increase £35-£50/yearThe ultimate conversion will probably be 80-90% of pledgesComparable to attrition on standard DD upgrade c. 5-10%.Good idea to measure complaintsDD should hit 40% but more objections to upgrade with PG.
8The checklist. You need to: Have clear, measurable objectivesSelect 3,500+ payroll donor records with employee or NI numberSelect a telemarketing agencyA compelling script that brings your cause to life and which you may need to adjust for your payroll audienceThe proposition and script need urgency and tangibilityAppend telephone numbers if you don’t already have themRemove employers who won’t upgrade (not essential)Consider how you will implement the verbal pledges – WPGUK is your best and possibly, only, betPay attention to each party’s data specificationsSend your letterhead to both agenciesUse the language of “by” not “to” when confirming increases agreed over the phoneMeasure the ultimate conversion as well as the initial responseHave a process for dealing with any complaintsImport successful upgrades on to your database.
9Thank you for istening! Any questions? Stephen:James: