Telemarketing … the ‘Necessary Evil’

First, let me apologize to all of my friends and colleagues in the telemarketing industry for the above headline.

In fact, many of the telemarketers I know are some of the best and most ethical marketers in the business. However, I used this headline because too many nonprofit organizations view telemarketing as an untactful medium that should be avoided at all costs. A couple of donor complaints about dinner-time calls and a few jokes from late-night comedians usually are all it takes to turn a development officer against the use of phoning in his or her solicitation programs.