'Best Ideas' for Fund Raising by Phone (1,368 words)
If you're going to add the phone to your fund-raising arsenal, when and where does it make sense? "The phone should be in addition to any direct mail you are doing," says Tim Twardowski, executive vice president of InfoCision Management Corp., an Akron, OH, telemarketing agency with more than 150 nonprofit clients including the Salvation Army, and other health, fraternal and political organizations. For fund raisers, he says, "the goal with telemarketing should be to generate incremental income for the organization."
Charles Cadigan, vice president and senior strategist at Epsilon, agrees, explaining, "Some would argue that you should take dollars away from direct mail when you turn to the phone, but that's not wise." The phone is not meant to replace other media such as direct mail, print, TV or radio, he says.
Here are some "best ideas" from these and other experts on how to add telemarketing to the fund-raising media mix.
CALLING AROUND YOUR STRONGEST MAIL EFFORT
Don't call to boost response to a weak or marginal direct mail effort. "Make telemarketing calls around the strongest mailing in your arsenal," asserts Twardowski. Here's how: Within a week of the mailing having been received, the calls begin to go out. Be aware that it may take two or three weeks to complete the calls. This could be done at five- to seven-month intervals.
It makes sense to use the leverage afforded by a multi-media approach, Cadigan adds. "It should look the same, sound the same and the call to action should be the same" as marketing running concurrently in other media, he says. With this in mind, note that the telemarketing campaign cannot be created in a silo. "Make sure your telemarketing reps know what's in the mail and arm them with as much information as possible about whom they are calling," Cadigan explains.