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.