2014 Washington Nonprofit Conference: True Stories of Telefundraising Success
- Invite — make it easy and painless to become a sustainer by inviting in all channels, and offer different payment options.
- Retain — telefundraising is a perfect opportunity to connect with your supporters and give them a voice in your relationship.
- Cultivate — inform donors regularly of what your programs have accomplished.
- Upgrade — do ask your sustainers to upgrade their monthly amount, and don't be afraid to ask and ask again.
But wait — we are not done yet. There's more.
I had the privilege of presenting with Special Olympics' Shira Mitchell and hearing about how Special Olympics approaches lapsed reinstatements and new-donor conversion through telefundraising.
Twice a year the folks at Special Olympics call lapsed donors to get them back into the active donor fold. They do this with the goal of keeping the cost per dollar raised (CPDR) within $1.30, and their target audience is 49+ month donors.
The messaging is mission-based while using language that makes donors feel like they are "active" givers. And this approach has proved to work well. Results have been strong, and currently the CDPR is sitting at $1.11 with an average gift of $24.05. And they are breaking even already at six months.
Mitchell also talked about the multichannel impact of the reactivation program. A donor who receives both direct-mail and telemarketing appeals has an 8.89 percent reactivation rate vs. just above 5 percent for telemarketing or direct mail alone.
With those kinds of numbers, investing in telefundraising reactivation certainly makes sense! And Mitchell recommends launching your campaign early in the fiscal year to minimize impact on net revenue.
Moving on to the next topic — new-donor conversion through telefundraising. Special Olympics set out to improve retention and get the second gift. It does that by calling new-to-file and just reactivated donors five times a year. The objective is to break even just after three months.