Request for Proposal (RFP) for Donor Retention Calling Agency

Request for Proposal
(1st September 2024 – 30th June 2025)

SMILE TRAIN INDIA’S AGENDA

I. Communicate the gravity of the cleft condition in India and its far-reaching impact with a view to creating awareness, appreciation, and potential support for Smile Train’s work.

a. Educate – Educate the target audience about the widespread occurrence of cleft anomalies in India and how it impacts children’s lives if left untreated.

II. Communicate Smile Train’s unique model to solve the problem.

III. Engage & Fundraise:

a. Engage the target audience to join/partner with Smile Train to combat the problem by ensuring that all children born with clefts receive corrective surgery at the right age to live a normal life like their peers.

b. Fundraise – Have a visible and growing impact on revenue generation for the organization. Create an incremental platform to attract, encourage, and sustain donors spanning various categories.

Request for Proposal (RFP) for Donor Retention Calling Agency

Introduction

Smile Train India, a non-profit organization dedicated to providing free cleft surgeries to underprivileged children, seeks a qualified donor retention calling agency to partner with us in developing and implementing a comprehensive donor stewardship program. Our goal is to strengthen relationships with existing donors, increase recurring donations, and ultimately expand our impact on children's lives.

Company Background

Smile Train India has a long history of transforming lives through cleft surgeries. We rely on the generosity of our donors to continue this vital work. While we are grateful for all contributions, retaining existing donors is crucial for our long-term sustainability and impact.

Project Objectives

• Increase donor retention rate by 15% within 10 months.
• Enhance relationships with our supporters, increasing recurring donations and the average donation amount.
• Cultivate one-time donors into regular supporters, repeat one-time donations, and reactivate lapsed/canceled monthly donations.
• Face-to-face meetings or personalized giveaways with the donors to improve our communication and fundraising efforts.

Target Audience

• Existing One-time Donors who have supported Smile Train India in the past (No donations received from 365 days and above).
• Regular Donors who haven't donated recently but have a history of supporting our cause (Lapsed donors – lapsed for more than 1 year).

Scope of Work

The selected agency will be responsible for the following:

Campaign Development:

• Donor Segmentation and Targeting: Develop a comprehensive donor segmentation strategy for a multi-phased calling program based on demographics, giving history, and engagement levels (existing, lapsed, one-time).
• Craft Customized Calling Scripts tailored to each donor segment, fostering relationships, expressing gratitude, and encouraging recurring donations or upgrades.
• Develop Call Flows that address donor concerns, highlight the impact of their contributions, and provide opportunities for feedback.

Campaign Calendar and Budget Allocation:

• Create a Detailed Campaign Calendar outlining key donor servicing activities (calls, mailings, birthday cards) and allocate budget effectively across various channels.
• Integrate Calling Campaigns with a well-rounded donor servicing strategy that includes:
  • Direct Mail and Collateral Development: Create engaging direct mail pieces and digital collaterals (e.g., postcards, brochures) for email or WhatsApp distribution that showcase the impact of donations, success stories, and upcoming fundraising events.
  • Birthday Cards: Develop and send personalized birthday cards to high-value donors, fostering a sense of connection and appreciation.

Activation Strategies:

• Design Strategies to convert one-time donors into repeat/regular supporters through targeted call campaigns.
• Develop Clear Calls to Action within the script for both existing and lapsed donors to encourage recurring donations or increased giving.

Agent Recruitment and Training:

• Recruit and Hire a team of 5 experienced and qualified calling agents with excellent communication and interpersonal skills.
• Provide Comprehensive Training on the calling scripts, Smile Train India's work, and best practices and fundraising strategies.

Campaign Management:

• Implement a CRM System or Cloud Telephony for call scheduling, assignment, and tracking based on donor segmentation.
• Monitor Agent Performance through call recording and quality assurance processes, ensuring calls are conducted respectfully and with a focus on building genuine connections.
• Provide Regular Reports on campaign performance, including key metrics like contact rates, donor satisfaction scores, retention rate improvement, conversion rates (one-time to recurring), and average donation amount.

Data Security: Ensure all donor data is handled securely and complies with relevant data privacy regulations.

Required Qualifications

• Proven Experience in developing and implementing successful donor stewardship programs for non-profit organizations.
• A Strong Track Record of increasing donor retention rates, building donor relationships, and cultivating recurring donations.
• A Team of Experienced and Qualified Calling Agents with excellent communication, interpersonal skills, and experience handling sensitive conversations.
• Experience Working with Non-profit Organizations (highly preferred).
• Documented Data Security Practices and compliance with relevant regulations.
• Experience with Multilingual Calling, as our donor base spans across India (preferred).
• While not essential, experience in face-to-face donor interactions, tele-fundraising events, or lead generation/DRTV calling can be an added advantage.

Proposal Requirements

Please submit a proposal that outlines the following:

• Company Background and Experience in donor retention calling for non-profits.
• Proposed Approach to developing and implementing a comprehensive donor stewardship program for Smile Train India, including details on multi-phased campaigns, activation strategies for one-time donors, regular donors, and handling lapsed donors.
• Team Structure and Qualifications of personnel who will be working on the project.
• Call Script Samples (existing, lapsed, and one-time donor segments) and call flow outline.
• Technology and Data Security Practices.
• Fee Structure and Pricing Model.
• Client References (Including Contact Details for Reference Check).

Submission

The softcopy of the proposal should reach us through email at [email protected] on or before 21st August 2024, 11.59 PM with the subject line “Retention Agency– RFP”.

Selection Process

Smile Train India will carefully review all proposals based on the outlined criteria. Shortlisted agencies will be invited for further discussions and presentations. We will select the partner who best demonstrates a strong understanding of our mission, a data-driven approach, and the ability to deliver impactful results. Face-to-face/Event Activations/Tele-facing is an added advantage.

Project Timeline

• RFP Submission Deadline: August 21, 2024
• Shortlisted Agency Notification: August 26, 2024
• Agency Presentations (if applicable): August 27 – 29, 2024
• Selection of Partner Agency: August 30, 2024
• On-boarding Agency: August 30, 2024

We look forward to receiving your proposal and partnering with a qualified agency to strengthen our donor base.

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