Telemarketing … the ‘Necessary Evil’

No other medium is as flexible as telemarketing. Once a direct-mail campaign is in the mail, or a mass e-mail has been sent out, you can’t change your message. The script of a telemarketing campaign, however, can be adjusted throughout the process. If one message doesn’t work, another can be tested. If the circumstances change, the script can be altered.

Telemarketing also provides you with an unscientific yet quick read about what your donors are thinking. Many times, I’ve changed the subject of a client’s direct-mail campaign due to the feedback that I’ve heard from the organization’s telemarketing efforts.

Now, all of these positive points don’t mean that you can call your donors every month and expect a great reception. It’s easy to burn out donors through the over-use of telemarketing. And if you don’t heed the warnings of those donors who voice their displeasure with solicitation calls, you’ll get stung. However, the selective use of telemarketing at the right time with the right message will gain great results.

Some die-hard telemarketing haters undoubtedly will point out that their fundraising programs are doing just fine without telemarketing. Certainly most fundraising programs can survive without it. But they certainly will not be as profitable. To get the most out of your fundraising program, telemarketing is necessary … not evil.

Jim Hussey is president of Adams Hussey & Associates. Contact: jhussey@ahadirect.com.