Integrating DM with field salesforce

Tony LovellDirector of Individual Giving and Business DevelopmentUnited Way of Greater TorontoCannot afford to miss:How You Can Generate Double-Digit Response Through Media and Field Sales IntegrationMonday, Oct. 25, 1:45 p.m. - 3 p.m.There are a number of sessions in which I...

Tony Lovell

Director of Individual Giving and Business Development

United Way of Greater Toronto

Cannot afford to miss:

How You Can Generate Double-Digit Response Through Media and Field Sales Integration

Monday, Oct. 25, 1:45 p.m. – 3 p.m.

There are a number of sessions in which I am interested.

These include the breakfast briefing on the electronic highway, strategic planning for profitable growth, and the impact of database marketing on an organization’s structure.

But the session which will probably be of the greatest benefit to me immediately is the track on integrated direct marketing with the field salesforce.

My major challenge over the next year is to find a way to penetrate further by getting United Way campaigns into even more businesses.

We have started making some inroads, particularly over the past year, but I believe we can develop a real synergy between our direct marketing program and our business development program.

Why is this important? Most of our supporters today were small- to medium-sized businesses a few years ago.

By getting them involved with United Way now, we are positioning ourselves for growth in the future. And since so many large-scale employers are downsizing, it is vital to our survival that we have as broad a base of support as possible.

Our problem, traditionally, is that we are top-heavy. In other words, if you have a very large employee base, we are usually running a successful campaign within that company.

However, once you get into the smaller employee base numbers, 25, 50 or even 100 sometimes, it has been hard for us to get in there.

Part of the problem has been gaining access to the workplace, and part of the problem is just identifying it. Where I see this session benefitting us is largely through lead generation and opening up doors.

We have a team of business development managers who hunt for new prospects. Through the direct marketing program, I think we can help them in the hunting process.

On the business development side, we start with a large database, and target by industrial sector, employee size and partially through hunch. The direct marketing side sets up the mail and the telemarketing side.

By having a way of generating leads in a large volume, we can pre-qualify them, so our managers can be out in the field more often than they are on the phone, making a positive sale.