Response handling for DRTV – getting it right

first_imgResponse handling for DRTV – getting it right Howard Lake | 11 July 2008 | News About Howard Lake Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world’s first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp and co-founder of GoodJobs.org.uk. Researching massive growth in giving.  31 total views,  1 views today AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to LinkedInLinkedInShare to EmailEmailShare to WhatsAppWhatsAppShare to MessengerMessengerShare to MoreAddThis Elaine Lee of ReynoldsBusbyLee, the multi-channel response-handling providers to the charity sector, stresses the importance of excellent response handling when testing DRTV as a new channel to market.Recent press has suggested that, to increase response, charities should change the way in which they communicate with donors – and that key groups such as 40 to 60-year olds may be better reached by switching spend from direct mail into new media. One of which is DRTV.DRTV can transform donor communication for charities. But only if the organisations testing its use understand how to avoid some common pitfalls, many of which involve response handling.By its very nature, a TV ad can generate a high volume of responses in a short space of time. Yet all too often the question of how to deal with these responses is considered only when the creative team ask for a phone number or SMS code to appear in the advert. This can be a costly mistake. I have heard of situations when calls start arriving into a call centre without the call handling team knowing the campaign is even running! Obviously this lack of preparation would have had a significant impact on the results.Ideally, response handling should be discussed at the start of campaign planning. Think about your target audience and how they would prefer to communicate their support for your cause. Younger audiences in particular can hardly be parted from their mobile phones these days so a text option is essential! Others with web access may prefer going online.But phone remains a key channel. Many charities already work with an outbound supplier to run an outbound calling programme – upgrading donation values or adding gift aid to existing donations. But handling inbound calls from DRTV is very different, and requires agents and call management with a completely different skill set. Your existing call centre may not possess these.TV also drives a very immediate call-to-action. It’s emotional and can be short-lived, so you have to be ready to respond at once when it comes. For instance, when a TV commercial airs 75-80% of calls are received within three minutes. Callers typically don’t want to wait to connect in a call queue – it’s a real “moment in time” thing.As a result, and to maximise response, they must be connected to agents within 10-15 seconds. If not, they either hang up for good or they call again, adding to the calls queuing and reducing call centre performance. Experienced suppliers will answer your calls quickly and well – it’s not unreasonable to expect centres to answer 95% of all calls offered. Losing response by being under-prepared and inadequately resourced is a cardinal sin.When callers do get through, the first contact is critical. It’s the start of your relationship with your new donor so it has to be excellent, and provide warmth and personality. When working with outsourced centres, the secret is spending time with the agents who will answer the calls prior to campaign launch. Train them, and explain what you do and why you are fundraising. If they understand this and can empathise with you, they will convey this in the calls.Controlling calls through careful scripting is also vital. Scripting ensures consistent call handling and optimises call duration by managing the flow of the call. Scripting allows more calls to be answered and ensures that the ‘ask’ is made with the right positioning, and at the right time – when the confidence of the caller has been gained.For one of our clients, scripting produced a 25% increase in callers that gave five times the regular monthly on-screen ask. Real value can be added here.It’s important to get ./guidance on other factors affecting likely response to your campaign. It may surprise you to know that not all response will be genuine. For instance, 0800 telephone numbers provide an opportunity for children to ‘play’ with the telephone without running up a bill, so expect an element of hoax calling and general enquiries.Response handling does not finish at the moment when the calls have been answered. The data collected from the calls must be transferred securely and correctly. Work only with suppliers who are experienced in doing this in accordance with the Data Protection Act.Make sure your in-house team are ready to receive data from an external source, and have in place the necessary security controls for transferring personal and sensitive data. Planning and testing of data transfers should take place well in advance of the first call being received.And finally, before you begin, you should consider what you want to learn from the campaign and how you will track the response to achieve this. When working with a call centre, think through the data you need to capture and how you will use it develop recommendations for future campaigns. Then ensure that your call handling script collects all the data you need.Your test campaign will mean spending significant amounts of money in creating the ad and buying the media airtime. Getting response handling wrong, often by failing to appreciate its importance until too late, can be disastrous and effectively mean you have wasted that creative and media money.Be acutely aware that if your call centre doesn’t have enough agents to handle call volumes at peak times, you will lose donations. Similarly, if the agents aren’t properly trained and don’t understand key success drivers – for example, regular giving via paperless Direct Debit and Gift Aid – you will lose donations or reduce donation values.The good news is that there is plenty of experience out there to guide you through to a successful campaign. TV presents a real opportunity both on its own, and as part of an integrated multi-channel marketing campaign, in which it can significantly lift results. One RBL client saw a 10% lift to response simply by adding an “As Seen on TV” flash to their direct mail packs.Used correctly, TV can open up a new channel to market and reach new target audiences. It can allow quick-response, tactical campaigns that take advantage of an opportunity at short notice. Repeat activity run through a good call centre that’s been well briefed can be operational within days – although booking cost-effective media could be your limiting factor.Response handling set-up and managed well can really bolster revenue generated. Well executed activity will reassure callers and donors that you are efficient in your administration, allowing a higher percentage of their donation to reach the projects you’re tackling.With recent news from the Charity Commission that 10% more of the UK population, since 2005, are giving money to charities, finding new ways to reach these new donors and, make them feel valued at their first contact, is more important than ever.RBL assists charities with every aspect of their telemarketing campaigns from planning and call centre selection to scripting and reporting. For further information on response handling, please contact Elaine Leewww.reynoldsbusbylee.com AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to LinkedInLinkedInShare to EmailEmailShare to WhatsAppWhatsAppShare to MessengerMessengerShare to MoreAddThis Tagged with: Individual givinglast_img read more

Council Directs City Manager to Reopen Rose Bowl Loop

first_imgGovernment Council Directs City Manager to Reopen Rose Bowl Loop Social distancing mandates must be followed By DONOVAN MCCRAY Published on Monday, May 11, 2020 | 5:07 pm More Cool Stuff Make a comment Home of the Week: Unique Pasadena Home Located on Madeline Drive, Pasadena Business News Your email address will not be published. Required fields are marked * Jon says: Name (required)  Mail (required) (not be published)  Website  2 thoughts on “Council Directs City Manager to Reopen Rose Bowl Loop” Get our daily Pasadena newspaper in your email box. Free.Get all the latest Pasadena news, more than 10 fresh stories daily, 7 days a week at 7 a.m. CITY NEWS SERVICE/STAFF REPORT Pasadena Will Allow Vaccinated People to Go Without Masks in Most Settings Starting on Tuesday May 12th, 2020 at 5:12 am Top of the News May 12th, 2020 at 10:59 am Eric S says: 20 recommended2 commentsShareShareTweetSharePin it STAFF REPORT Pasadena’s ‘626 Day’ Aims to Celebrate City, Boost Local Economy A good idea to reopen the loop and try it out, and I think most everybody will follow the social distancing guidelines. But the quote from Tornek is typical Tornek – he’s now about other people social distancing, but wasn’t concerned about his own social distancing by not self-quarantining when he came back from Africa. Community News EVENTS & ENTERTAINMENT | FOOD & DRINK | THE ARTS | REAL ESTATE | HOME & GARDEN | WELLNESS | SOCIAL SCENE | GETAWAYS | PARENTS & KIDS HerbeautyRemove Belly Fat Without Going Under The KnifeHerbeautyHerbeautyHerbeautyA Mental Health Chatbot Which Helps People With DepressionHerbeautyHerbeautyHerbeautyA 74 Year Old Fitness Enthusiast Defies All Concept Of AgeHerbeautyHerbeautyHerbeauty6 Strong Female TV Characters Who Deserve To Have A SpinoffHerbeautyHerbeautyHerbeauty10 Female Celebs Women Love But Men Find UnattractiveHerbeautyHerbeautyHerbeautyTop 9 Predicted Haircut Trends Of 2020HerbeautyHerbeauty The problem is that NO ONE is going to follow social distancing! Watch! The people that use that loop never practiced social distancing even when it was mandated by the city and state. Even when it was supposed to be closed to foot traffic and bicyclists, a lot of people were still using it and a lot of them DID NOT wear masks. They think it’s a joke! It’s so infuriating that people can just take this virus so lightly when there is no cure! Community News The City Council on Monday directed City Manager Steve Mermell to open the Rose Bowl loop and some nearby hiking trails.“Staff has taken a look at these things,” said Brenda Harvey Williams, Director of Parks, Recreation and Community Services. “In terms of the loop and the trails where the activity is walking and jogging and cycling, with this transition into phase two, we feel this is a time where we can begin to open some of the park amenities.”City spokesperson Lisa Derderian said the Loop could reopen this Wednesday, subject to conditions “that should be released later today after further discussions with staff and coordinating logistics.”“I think it’s a long overdue for the loop to be reopened,” said Geoff Baum. “Pasadenans need to have access to healthy outdoor activities and the Rose Bowl loop is very important for every part of this community. [People need] to be able to exercise and get fresh air and sunshine.”In an effort to guarantee social distancing, the loop will be closed to vehicular traffic and parking lot I will be open for parking. Parking will be limited to 90 minutes and strictly enforced.Seco Street and Washington Boulevard will remain open for east/west traffic. Lot I will be staffed from 5:30 a.m. to 8 p.m., according to a city staff report.Staff will monitor attendance at the loop and remind and encourage physical distancing when necessary.Similar to the hiking trails, if at any time the volume of people prevents the ability to maintain physical distancing, the loopwill be closed.“If the social distancing doesn’t work we will be back to ground zero again and will have to deal with that modification,” said Mayor Terry Tornek.Visitors to the loop must:• Practice and maintain a physical distance from other Loop users of at least six feet;• All attendees over age of two must wear a face covering at parking lots and other high density points along the Loop;• Not gather in groups – only allowed to be with members of your household;• Communicate when passing others – alert Loop users of your presence and step aside to let others pass; and• Pack out trash – use leave-no-trace principles to protect other Loop users and staff.Rose Bowl staff will contact the peloton group that cycles at the Rose Bowl to remind them that due to physical distancing requirements, no organized activities will be allowed at the Loop. Proper signage and changeable message signs will be deployed at the Loop to remind all visitors of the required behaviors.One month of operating the Loop in this manner has an estimated cost of $43,000-$65,000 which includes equipment rental, parking enforcement and contract staff.Hikers must abide by similar conditions.The loop was closed in late March after visitors to the popular exercise area repeatedly ignored calls to practice social distancing while congregating and exercising at the area. faithfernandez More » ShareTweetShare on Google+Pin on PinterestSend with WhatsApp,Virtual Schools PasadenaHomes Solve Community/Gov/Pub SafetyPasadena Public WorksPasadena Water and PowerPASADENA EVENTS & ACTIVITIES CALENDARClick here for Movie Showtimes STAFF REPORT First Heatwave Expected Next Week Subscribelast_img read more

Pushing the limits

first_imgThe Visions and Voices event, Velocity and Vulnerability: Baseball Pitchers and the Limits of Human Performance took place at Dedeaux Field on Tuesday evening. The panel discussed human limitations and if what we expect from athletes, in particular baseball players, is unreasonable.last_img