“Tele-facing”- a Jugaad from India

Presented by Anup Tiwari, Direct Marketing Specialist, UNICEF India,

as a part of How To Raise More Money Through Great Direct Marketing

(With Mal Warwick)

Are you wondering?

• What is Tele-facing?

or/and

• Tele-facing still looks English, but what is Jugaad?

‘The Jugaad’ on Indian village roads (Noun)

Jugaad, the verb

Managing to get things done somehow or the other with limited resources.

Why is Jugaad, the noun, called so?

You are only partly correct if you thought of it as ‘just a pump-set’

But you are fully correct if you also thought of it as Jugaad’s engine

Strapping the pump to a wooden quadricycle is not difficult

Your local ironsmith will do it for you!

And here we have a cheaper and more efficient rural vehicle than..

World’s cheapest car, the $ 2,500 Tata Nano

The Spirit of Tele-facing…

• Is deeply routed in the concept of Jugaad

“Managing to get things done somehow or the other with limited resources”

• The following slides will tell you how

What is Tele-facing?

• Hybrid of Telemarketing & Face 2 Face

• Engine of Tele-marketing and body of Face 2 Face

• Telecaller makes a brief pitch and fixes a meeting for the Field Executive to present

Why Tele-facing?

• Donors promise to send a Bank Cheque/ Direct Debit form but don’t

• Credit Card over phone not considered a popular/safe option

• Need more information/couple of days to think and give

• Access to donor not possible by walking-in

How did it evolve in India?

• A very common method to sell financial products like credit cards, insurance etc.

• Started as a cheque collection service using semi-literate staff from one time donors

• Evolved to Educated Field Executives who can sell/upgrade/convert

Tele-facing Team

• Handled through a specialized agency

• A call center with say 10 seats and above

• 2 or more field executives having distinct territories

• 1 Team Leader cum field executive

• 1 Project Coordinator

Facer meets donor seeks pledge/

one time donation.

Telecallers call prospects/

existing donors & fix meetings

CoordinatorPasses lead to Team Leader

cum Facer

Thru TL & Coordinator donation reaches NGO

NGO sends Thank YouPackage to The donor

5

PROCESS

Call/Contact Statistics

• 100 contacts per caller

• 20 contacts given telephonic presentation

• 2 contacts give appointment

• 80% of appointments donate

• Up to 25% of donors sign Pledge donations, rest one time

Tele-facing results in India

• First time RoI around 2.5 in case of one-time donors

• Average Donation Size around $ 50

• Up to 25% donors start as pledge donors

• Average Monthly Gift Size of $ 9

• Break-even within 3 months in case of Pledge donors

• Expected 3 year Long Term Value above 10

Experiences in India with various strategies

Strategy Acquisition Retention Conversion

Direct Mail Average Very Good Good

Telemarketing Average Very Good Very Good

Face to Face Very Good Average Average

Tele-facing Very Good Very Good Very Good

Can Tele-facing be used for raising high value donations

• Donations >= $ 500 very common

• Ideal for raising funds from Small & Medium Enterprises

• Employee group collections

Can I replicate this in my country?

• No doubt, if costs in your country are comparable to India

• You should, if most of your donors still donate using bank cheques

• For Pledge recruitments / conversions/ up gradation, possibly can be used anywhere

The Jugaad of Tele-facing works!

Do test it !