In-House Donor Management and donor Acquisition through Telemarketing

UNICEF
In-House Donor Management and donor Acquisition through Telemarketing Request for proposal

Reference: LRPS No.9148703/ In-House Donor Management and donor Acquisition through Telemarketing
Beneficiary countries or territories: Malaysia
Registration level: Basic
Published on: 11-May-2019
Deadline on: 17-May-2019 15:00 (GMT 8.00)

Description
  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. UNICEF is funded entirely by voluntary contributions, many of which come from individual members of the public, to implement its programme. 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. These donors are recruited through various channels but “Face to Face” (F2F), where potential donors are engaged in dialogue with UNICEF representatives remains the top recruitment vehicle follow by direct mail and on-line. To date, MCO has more than 100,000 active pledge donors.

 

The Private Fundraising and Partnerships (PFP) section of UNICEF Malaysia Country Office (MCO) 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 both ask and non-ask calls.

 

This TOR explains our requirements for a vendor to support our on-going activity using telemarketing to manage activities related to our current donor base and be ready to scale up when the new list Is available for execution. Although MCO has been using TM for some time, we are not experts and therefore as well as seeking a vendor with excellent technical TM skills and experience, we also want that vendor 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 vendor to give proactive creative advice and suggestions for how to maximize the success of the activity.

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  1. OBJECTIVE, PURPOSE AND EXPECTED RESULTS and DESCRIPTION OF THE ASSIGNMENT

During the course of the 24 months contract starting 1st July 2019 – 30thJun 2021 with an option to extend for a further 12 months with the same term, subject to satisfactory performance, the vendor will be responsible for providing outbound call-handling services as one of UNICEF Malaysia's fundraising channels including but not limited to Donor Management, Acquisition, Lead Generation, Surveys and, Corporate Pathway to Pledge campaigns, within a mutually agreed baseline of call volume to headcount.

 

 

  1. EXPECTED DELIVERABLES

Deliver minimum result as per sub points below, and pricing will be based on the achieved benchmarking below:

 

3.1 Outputs and deliverables

Sales Calls

No

Activities

Conversion Rate Benchmarks

1

Conversion: One Time to Pledge

5%

2

In-House Upgrade

42%

3

Lapsed Reactivation – Reject Group

25%

4

Lapsed Reactivation – Cancelled Group

7%

5

Burnt List – First Payment Failed Group

5%

6

Emergency Calls

30%

7

Potential Call List – Sponsored / Unsponsored Call List

5%

8

Lead Generation – Acquisition Call

50%

 

Non-Sales Calls

No

Activities

Effective Call Rate

1

Birthday Calls/PSA Calls/Thank you Calls

90%

2

Survey Calls – Supporter Engagement

90%

 

 

Please refer to Annex 2 for Pricing Format based on the conversion rate benchmarks.

 

3.2 Scope of Work:

 

  1. To provide based on baseline number of headcount/seats for Outbound calls based on projected volumes as specified in Annex l.
  2. Able to provide additional headcounts based on ad-hoc basis (if needed) – turnaround time within 5days - 1 week. Ad-hoc scenarios as:
  3. ‘Emergency’ Calls - campaigns as assigned by UNICEF but within the scope of headcount capacity
  4. Potential Call List – from sponsored or unsponsored list
  5. Non Sales – Birthday Calls/PSA Calls/Thank you Calls
    1. Work location to be in the vendor's premise.
    2. Type of Outbound calls
    3. Sales Call – Upgrade/Win-back/ One time Gift/ Lead Gen related
    4. All outbound conversations and transactions to be recorded and archived for 7 years, according to the Bank Negara Malaysia (BNM) Regulations for all transactions performed via telemarketing.
    5. Provide an on-going Call-Quality development and/or coaching plan, including ‘live’ listening and coaching to be performed on-site by Quality Team or UNICEF Representative
    6. 100% of Outbound call recording are to be recorded:-
  6. for audit and dispute resolution purposes with all necessary information such as time stamps, date stamps, agent details, etc.
  7. with a percentage for Training and Coaching purposes
  8. with access by UNICEF (remotely or upon request)
    1. Provide satisfactory information-data security measure to ensure all Sensitive Personal Information (SPI) of donors are maintained and managed within Malaysian PDPA regulation and its best practices as there will be SPI being transferred between both parties including credit card numbers.
    2. Provide on-going improvement initiatives and suggestions where quality of customer service and telemarketing/ pitching skills including periodic soft skills/telemarketing training.
    3. Provide performance management plan to ensure team is geared towards one of high performance or adversely to manage a low performing talent/team member not showing progressive improvements over a 2 month period.
    4. Remove upon request, from the UNICEF Team with agreement of all parties, any talent/agent that conducts major misconduct to or against the UNICEF brand or work e.g. being rude, angry, spoken defamation (slander) and/or putting UNICEF is a ‘false light’
    5. All talents should be able to converse in acceptable English as a baseline. Unicef should if requested be included in the interview process to ensure that ‘acceptable’ English is calibrated.
    6. Recruit and train talent/agents with a dual language capability, whereby the three main languages in Malaysia i.e. Chinese (Mandarin & Cantonese) 50%, Bahasa Melayu 45% and Tamil 5% is represented. All talents should be able to converse in acceptable English as a baseline.
    7. Reporting on campaign and caller performance including Adhoc analysis on campaign performance and trends.
    8. Weekly sales/data update files to UNICEF via FTP or other secure methods Sales and/or call reports.

 

 

  1. DURATION OF THE INTENDED CONTRACT

24 months contract starting 1st July 2019 – 30th Jun 2021 with an option to extend for a further 12 months with the same terms upon satisfactory performance.

 

 

  1. REPORTING REQUIREMENT
    1. To provide import Sales file daily and submit to Fundraising team in UNICEF Malaysia.
    2. To provide daily/weekly/monthly trend and cumulative performance report by campaign and
    3. team against KPIs agreed under No. 3 (Expected Deliverables).
    4. To provide financial report on monthly basis based on successful donation every month as the basis for fee payment/ Invoicing
    5. To provide analytics and business intelligence based on donor demographic in-line with scope of work
    6. To provide other ad-hoc or changes to reports as mutually agreed to for better campaign management
    7. All negative feedback and/or complaint is to be channelled to UNICEF, where necessary and applicable. MCO will make available it’s PIC to manage and support these complaints and feedback

 

  1. METHODOLOGY 

For Agency:

  1. To recruit and train telemarketing team including agents, team leaders, quality assurance staffs and back-office administration staff, on behalf of UNICEF in order to meet the campaign objectives
  2. To set up a call centre complete with technical system for data security, automated diallers, import, export and reporting capabilities.
  3. Manage all recruitment requirements and performance management for the TM team
  4. Assign and allocate a dedicated resource for the success of the campaign such as Account Manager, Team Leader, Campaign Manager and TM Team.

For UNICEF MCO:

  1. MCO unit to train the call centre team on UNICEF mission, programme, etc
  2. MCO unit will develop the basic script for telemarketing use.
  3. MCO to provide consulting on best practices, SOPs, objection handling, FAQs, etc.
  4. Perform communication with existing donors, based on Quality Assurance (QA) checks.
  5. Assist and Support any donor/customer escalations.

 

 

  1. CONTRACT MANAGEMENT
    1. Daily management of the contract is carried out by Fundraising Officer

The contract supervisor:Fundraising Specialist

  1. Liaison person: Contractual fundraising manager who will be working closely with the services provider on the service delivery
  2. Service provider to assign a key focal person for this assignment together with the team structure

 

  1. FREQUENCY OF PERFORMANCE REVIEWS AND PERFORMANCE INDICATORS FOR EVALUATION OF RESULTS

          Type of Supervision that will be provided: 

  1. Regular guidance, discussions and reviews will be provided to the successful contractor to ensure sound
  2. performance delivery is reached.
  3. Periodic Training and Live Coaching
  4. Best practice from Region and other countries conducting TM activities
  5. Feedback on Call monitoring
  6. Joint Call Calibration on Quality

 

 

 

 

Type of KPIs that will be provided is based on: 

Sales Calls

No

Activities

1

Conversion: One Time to Pledge

2

In-House Upgrade

3

Lapsed Reactivation – Reject Group

4

Lapsed Reactivation – Cancelled Group

5

Burnt List – First Payment Failed Group

6

Emergency Calls

7

Potential Call List – Sponsored / Unsponsored Call List

8

Lead Generation – Acquisition Call

 

Non-Sales Calls

No

Activities

1

Birthday Calls/PSA Calls/Thank you Calls

2

Survey Calls – Supporter Engagement

 

 

  1. DESIRED QUALIFICATIONS, SPECIALIZED KNOWLEDGE OR EXPERIENCE
    1.  The vendor must be legally permitted to operate and have a license

(if required by law) to carry out the required tasks.

  1. Call Center / Telemarketing companies specialized in acquisition/cross-selling/upgrade/anti

attrition/re-activation with a minimum of 2 years’ experience in Malaysia or regionally.

  1. Has proven track record of success in doing acquisition/cross-selling/ upgrade/

attrition/reactivation calls in Malaysia.

  1. 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.

  1. Ability to quickly accommodate additional staff if necessary e.g. in global Emergency/Crisis situations.
  2. Ability to provide added value in business intelligence; reporting and analytics.
  3. Offering low risk financial proposal to UNICEF as a Non-Profit Organization.
  4. 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. 

  1. 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. PROPOSED PAYMENT SCHEDULE AND COST ESTIMATES
    1. Select proposed methodology: Monthly

 

Payment terms will be 30 days cycle will be made via an approved. Monthly Invoices that is generated to UNICEF for payment

 

  1. Cost Estimates

Fee to be proposed by the Contractor should include the following details:

  1. UNICEF telemarketing team and recruitment process (13 agents, 1 team leader,)
  2. Operating System Cost – including CRM, telephony infrastructure including automated dialer, system application etc
  3. Facility/operation support including work station, hardware, premises, etc.
  4. Others as detailed in the Scope of Work herein the Terms of Reference

 

 

  1. STRUCTURE AND EVALUATION PROCESS OF THE PROPOSAL

The submission structure will be as follow:

  1. Resource and On-boarding during Campaign
    1. Ability to show strong on-boarding process with commitment to recruiting and maintaining a mix ratio of language competencies
    2. Dedicate resource for call coaching
    3. Dedicated campaign Team Lead
  2. Past clients – provide a list of clients that agency service with description of projects and results.
    1. At least two brands in portfolio with Telemarketing scope (acquisition/cross-selling/upgrade/anti-attrition/re-activation) please identify the clients listed
    2. Past experience with NGO clients, please identify the clients you listed
  3. Years in Telemarketing Industry
  4. Campaign Management Structure/Process
    1. Share KPI driven results for min 1 client and key highlights/turning points in a calendar year of the campaign
    2. Plan for set up of account including the detail of the structure and experience of the individuals you would assign
    3. Account management – strategic and planning input
    4. Campaign management – day to day project management

 

  1. Comprehensive Learning and Development Plan
    1. Demonstrate a comprehensive learning and development plan including yearly calendared planning
  2. Performance Monitoring
    1. Description of the performance monitoring and evaluation – campaign reviews, regular performance reviews with clients.
  3. IT Support
    1. Efficient IT support in data exchange to and from UNICEF. Data can be de-dup, cleaned and uploaded within 2 days
    2. To provide support in data format rectification, eg mm/dd/yy back to dd/mm/yy
    3. Standard turn around time for Change requests (major and minor)
  4. Reporting
    1. Is able to provide sample/template of daily/weekly/,monthly reporting including End of Campaign Review and Team Performance Report
    2. Capability of providing Innovation, idea generation and continuous improvement
    3. Able to provide deep-dive or Business Intelligence reporting and analysis
  5. Emergencies
    1. Possesses resources for immediate 24 to 48hour campaign turnaround three times a year
    2. Commits to contractually deploy/provide an agent pool or additional resource within 48hours of request in case of emergency
  6. Financial Proposal (PRICE Model) (Total Service/Professional fee)
    1. There is an option of 3 (three), as listed below, price evaluation models that will be considered. All methods are feasible to be submitted and UNICEF will use ROI value, but not limited to, to determine the best fit for purpose.
      1. Cost per Seat Model
      2. Cost per Call Model
      3. Cost per Acquisition
    2. Baseline comparison will be based to Cost per Seat Model. However, UNICEF receive the rights to contract based on other different models proposed. Maximum Commercial score: 30% points.

 

 

  1. UNICEF RECOURSE IN CASE OF UNSATISFACTORY PERFORMANCE

UNICEF reserves the right to terminate the Contract if following conditions are not met by the Contractor (Related clauses on charge value and penalty charge calculation method will be negotiated with the before issuing the contracts):

  1. The Contractor hereby irrevocably assigns to UNICEF all right, title and interest in and to all work product and documentation produced pursuant to UNICEF’s requests for services hereunder including, without limitation, all applicable Intellectual Property Rights thereto.
  2. UNICEF reserves the right to terminate the contract anytime by issuing a formal letter two months in advance to the contractor.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

  1. REQUEST FOR PROPOSAL EVALUATION WEIGHTING CRITERIA

The weight allocated between technical and price proposal. The ratio between the technical and the commercial/financial criteria established in the RFPS depends on the relative importance of one component to the other. In this case it is 70% Technical 30% Pricing.

 

  1. Technical Evaluation (70%)

 The proposal will be evaluated against the following:

 

 

Category / Description

 

Scale

Source of

verification

PART A: COMPANY BACKGROUND AND TEAM EXPERIENCE [40 points]

 

  1. Resource and On-boarding during Campaign
  • Ability to show strong on-boarding process with commitment to recruiting and maintaining a mix ratio of language competencies
  • Dedicate resource for call coaching
  • Dedicated campaign Team Lead

 

 

  1. Past clients – provide a list of clients that agency service with description of projects and results.
  • At least two brands in portfolio with Telemarketing scope (acquisition/cross-selling/upgrade/anti-attrition/re-activation) please identify the clients listed
  • Past experience with NGO clients, please identify the clients you listed

 

  1. Years in Telemarketing Industry
  • < 2 years in Industry
  • < 3 years in Industry
  • 3 - 5 years in Industry
  • > 5 years in industry

 

 

  1. Campaign Management Structure/Process
  • Share KPI driven results for min 1 client and key highlights/turning points in a calendar year of the campaign
  • Plan for set up of account including the detail of the structure and experience of the individuals you would assign
  • Account management – strategic and planning input
  • Campaign management – day to day project management

 

  1. Comprehensive Learning and Development Plan
  • Demonstrate a comprehensive learning and development plan including yearly calendared planning

 

  1. Performance Monitoring
  • Description of the performance monitoring and evaluation – campaign reviews, regular performance reviews with clients.

 

 

 

 

Category / Description

 

Scale

Source of

verification

PART B: TECHNICAL ABILITY AND SERVICES SUPPORT [30 points]

 

  1. IT Support
  • Efficient IT support in data exchange to and from UNICEF. Data can be de-dup, cleaned and uploaded within 2 days (
  • To provide support in data format rectification, eg mm/dd/yy back to dd/mm/yy
  • Standard turn around time for Change requests (major and minor)

 

 

  1. Reporting
  • Is able to provide sample/template of daily/weekly/,monthly reporting including End of Campaign Review and Team Performance Report
  • Capability of providing Innovation, idea generation and continuous improvement
  • Able to provide deep-dive or Business Intelligence reporting and analysis

 

 

  1. Emergencies
  • Possesses resources for immediate 24 to 48hour campaign turnaround three times a year
  • Commits to contractually deploy/provide an agent pool or additional resource within 48hours of request in case of emergency

 

TOTAL MARKS FOR COMPANY AND TECHNICAL COMPONENT

 

 

FINANCIAL PROPOSAL – PRICE (Total Service/Professional fee)

 

  • Full points, from a scale from 0 incrementally by 5 point, to a max of 30 will be allocated to the best-value priced proposal with highest point awarded to the best, but not limited to, ROI.

 

 




 

 

Maximum Commercial score: 70% points.

  1. Financial Proposal (30%)

There is an option of 3 (three), as listed below, price evaluation models that will be considered. All methods are feasible to be submitted and UNICEF will use ROI value, but not limited to, to determine the best fit for purpose.

  1. Cost per Seat Model
  2. Cost per Call Model
  3. Cost per Acquisition

 

Baseline comparison will be based to Cost per Seat Model. However, UNICEF receive the rights to contract based on other different models proposed. Maximum Commercial score: 30% points.

 

[1] For this RFP, the Technical Proposal has a total weighting of [70%]. Bidders must score a minimum of 60 points to be considered technically compliant and for the Financial Proposals to be opened

[1] For this RFP, the Financial Proposal has a total weighting of [30%].