Affinity Telemarketing Services for Donor Acquisition

1. JUSTIFICATION/BACKGROUND

Since 1954, UNICEF Malaysia Country Office (MCO) has worked with the Government and the people of Malaysia to transform the lives of children across the nation. For more information about UNICEF works in Malaysia www.unicef.org/malaysia. UNICEF is funded entirely by voluntary contributions, many of which come from individual members of the public, to implement its programmes. The main thrust of MCO fundraising is the ‘pledge’ donor programme in which individual donors commit to give regularly monthly through automatic credit card or direct debit transfer.

The Private Fundraising and Partnerships (PFP) section of UNICEF Malaysia Country Office (UNICEF Malaysia) plans to expand its current fundraising capabilities via telemarketing. The Section seeks Telemarketing Call Center Contractors to provide outbound call services for UNICEF's in-house donor managing acquisition calls.

This TOR explains our requirements for a partner to acquired new leads generation using telemarketing to manage activities. Although MCO has been using TM for some time, we are not experts and therefore as well as seeking a supplier with excellent technical TM skills and experience, we also want that supplier to work in partnership to help us develop the success of charity-based TM to the eventual benefit of the whole charity sector in Malaysia.  We will expect the chosen partner to give proactive creative advice and suggestions for how to maximize the success of the activity.

Because UNICEF is donor funded, it is essential that MCO invests its fundraising budget effectively and we are therefore seeking a partner prepared to offer a “Cost Per Acquisition” arrangement.  This means that for every donor recruited, MCO would be billed a percentage (the exact figure to be proposed in potential partners’ responses to this TOR) of the first year value of donations – for example if a donor agrees to donate RM50/month then we would be billed x% percentage of the twelve month total donation value of RM600, where x is the percentage quoted by the partner in their response to this TOR.  If donors stop payments in the first few months after signing up, the partner will give a refund by way of a credit against future invoices, please see appendix 1.  It is vital that the 36 months ROI meet our global benchmark of 3 ROI.

1. OBJECTIVE, PURPOSE AND EXPECTED RESULTS

Telemarketing (TM) Fundraising Service – Pledge Donor Recruitment:

1. Conduct outbound TM fundraising campaigns to solicit regular giving (i.e., monthly) donations.
2. Develop or utilize existing CRM to record and collect donor data for and on behalf of UNICEF.
3. Meticulously recruit and train TM Fundraisers to be ready to execute the fundraising campaign.  The Contractor will ensure that procedures / quality assurance are in place to minimize the risk of fraudulent and other improper behaviour by the TM Fundraisers
4. Ensure that all donors recruited are aware of, and agree to, the long-term nature of the commitment to provide ongoing financial support for UNICEF.
5. Process and submit the completed donor data on each Working Day and to provide import sales file daily into a designated UNICEF FTP site.
6. Record all calls and provide access to UNICEF either on-site or remotely.
7. Record all successful donation call and submit the recording to UNICEF or the Database Maintenance unit (to be specified by UNICEF) on a monthly basis.
8. Prepare sales report and analysis and submit to UNICEF on a weekly and monthly basis.
9. Be available for regular weekly or monthly progress meetings (by phone or in person) with UNICEF staff to discuss ongoing performance and plans for any remedial action in situations where this is necessary.
10. To provide the overall telemarketing operations i.e. telephony, premises, system, auto dialler and human resources

1. DESCRIPTION OF THE ASSIGNMENT (METHODOLOGY)

1. Acquiring new monthly pledge donors, offering monthly ask to prospect list
2. For telemarketing agency:

-The agency to recruit and train telemarketing team including agents, team leaders, quality assurance staffs and back-office administration staff, on behalf of UNICEF to meet the objectives as highlighted

-The agency to set up proper call centre complete with technical system for data security, import, export and reporting, as approved by UNICEF

-The agency will provide auto-dialler to optimize effective call rate

-MCO unit to train the call centre team on UNICEF mission, programmes, etc

-The agency and MCO unit will develop together the script

-The telemarketing team then will do outbound services as highlighted under Point 4 based on UNICEF request.

1. EXPECTED DELIVERABLES
   1. Minimum 5% conversion rate pledge donor recruited each month
   2. Minimum monthly donation amount RM 50/ month
   3. Average value of RM 50/month
   4. Minimum 3 ROI in 36 months

1. REPORTING REQUIREMENTS

• Record all calls and provide access to UNICEF either on-site or remotely.
• Record all successful donation call and submit the recording to UNICEF or the Database Maintenance unit (to be specified by UNICEF) on a monthly basis.
• Prepare sales report and analysis and submit to UNICEF on a weekly and monthly basis.
• Be available for regular weekly or monthly progress meetings (by phone or in person) with UNICEF staff to discuss ongoing performance and plans for any remedial action in situations where this is necessary.

1. DURATION

• 24 months (1st July 2019 – 30th June 2021) with an option for 12 months (1st July 2021 to 30th June 2022) renewal in the subsequent year, subject to satisfactory performance evaluation and continuing need of the service.

1. CONTRACT MANAGEMENT

• The contract supervisor is Choon Bow Bow, Fund Raising Specialist
• Daily management of the contract is carried out by Elaine Ng Yoke Teng, Fundraising Officer, Acquisition Officer (focal person)

1. PERFORMANCE INDICATORS FOR EVALUATION OF RESULTS

• Minimum 5% conversion rate for pledge donors recruited each month
• Minimum monthly donation amount RM 50/ month
• Average monthly donation of RM 50/month

1. Structure
   1. UNICEF will choose a min of 2 (Two) an/or not more than 3 (Three) successful companies out of those in participating in the bidding. The successful companies will all sign an LTA agreement as a requirement.

1. When PFP has a requirement for any campaign(s), UNICEF will open an offer to bid to only the approved LTA companies, to bid for the required services. The bidding offer will be time and volume specific and the company(s) are required to submit a quotation within a predetermined deadline. 

1. The quotation submitted will be assess and approved by the Fundraising Officer and Fundraising Chief jointly.

1. DESIRED QUALIFICATIONS, SPECIALIZED KNOWLEDGE OR EXPERIENCE

• The Contractor or sub-contractor must be legally permitted to operate and have a license (if required by law) to carry out the required tasks.
• Call Center / Telemarketing companies specialized in acquisition/cross-selling/upgrade/anti attrition/re-activation with a minimum of 1 years’ experience in Malaysia or regionally.
• Has proven track record of success in doing acquisition/cross-selling/ upgrade/ attrition/reactivation calls in Malaysia.
• Preferably has the experience of doing telemarketing to recruit long-term subscription such as in banking industry, insurance, and hotel. Experience with NGO call campaigns is an added advantage.
• Ability to provide added value in business intelligence; reporting and analytics.
• Offering low risk financial proposal to UNICEF as a Non-Profit Organization.
• Ability to move operations, with at minimum, readiness level above 90% to cloud-based solution, including but not limited to access through secured channel to UNICEF databased and application(s) to perform all TM activities outlined herein under the services. 
• Able to demonstrate tangible initiative and support for UNCIEF’s Corporate Pathway to Pledge (CPP). This may include, but not limited to; sourcing, recommending and/or leveraging 3rd party Corporate partners to work with UNICEF to support it’s donor acquisition initiatives is an added advantage.

1. Additional Information, Fees Structure
   • Clawback model from 10% to 60% percentages of the 12 months total donation value of monthly pledge.  Or in the event of a one-time cash donor, the fee to be ranging from10% to 30% of the donation value, up to a maximum fee of RM150.
   • To propose list fee for each successful donor recruited.
   • The percentage of number of one-off donors is to be capped at 5% of total donors recruited in each month. The Contractor cannot charge the Fee for any one-off donations over and above 5% cap. This will be reviewed quarterly whereby the Contractor and UNICEF will calculate the average number of one off donors over the quarterly period and UNICEF will be refunded for any donors that have been charged for over and above the 5% cap.
   • UNICEF has an existing claw back scheme for contractor to compensate UNICEF for donor attrition as in Annex 1.

1. PROPOSED PAYMENT SCHEDULE

Select proposed methodology: Lump sum upon completion of each campaign  Monthly

12.         UNICEF RECOURSE IN CASE OF UNSATISFACTORY PERFORMANCE