Webinar Follow-up: An Hour With Roger Craver
Q: Where would a telemarketing call fall in the mix of a direct-mail campaign?
RC: Telemarketing should be used in conjunction with direct mail where you need the added boost of detailed explanation, the ability to answer questions on a complex offer, or where you want the donor to be personally thanked and more involved. For example, once someone has made their first gift by mail, an ideal use of the telephone is to call them up, thank them and ask for a monthly commitment of $10 or $15. Another is to call folks up for renewal, personally thank them, and either tell them their renewal is in the mail or take their renewal over the phone. And, of course it’s always great to simply pick up the phone and thank someone for a gift or thank them on their fifth anniversary of supporting your organization.
Despite it’s wide use, in my opinion, telemarketing is still a very underutilized medium. It is so powerful and so easy to test, I’m always amazed at the reluctance of many fundraisers to tap into its power.
And, remember, study after study shows that even if someone says “no” to a telefundraising call, 15 percent to 20 percent increase their giving to the organization simply because they’ve been communicated with personally.
Q: Is the “coin” tactic in the same realm as using premiums (address labels, cling-ons, etc.)?
RC: Yes. In the trade they’re known as freemiums. They work best and are most believable when the coin or whatever device can be directly tied to the message.