Four Ways to Maximize Fundraising Efforts Via the Telephone
3. New Donor Acquisition. The phone can be used as an additional source for acquiring new donors using rented response lists and compiled lists. In terms of timing and frequency of contacts, Drushell recommended an ongoing program that especially capitalizes on media events that relate to the organization’s mission. This program is perhaps the hardest to do via the phone because if the individual has no relationship with the organization or understanding of what it does, it’s difficult to explain properly in a phone call. One way to overcome this is by relying on the name recognition of a well-known spokesperson, if the organization has one, and getting him or her to be the voice on a taped message. Results for this type of program are often a little less than break even.
4. Family and Friends/Neighborhood Recruitment. For this type of program an organization recruits volunteers and donors to call people in their neighborhood and ask for their support. The objective is net-income generation, new-name generation and educational outreach. Drushell recommended calling existing donors one to two times a year with a grassroots appeal. Results will vary and can range from just better than break even to a 5-to-1 return on investment.
In short, Drushell’s message was that when strategic programs are put in place with clearly understood objectives, targets and messaging, telephone fundraising can work as a viable channel to generate supplemental income and expand an organization’s donor file.
Nate Drushell can be reached via www.infocision.com