'Best Ideas' for Fund Raising by Phone (1,368 words)
Then, he says, be as specific in the appeal as possible, such as:
"Mrs Jones, I don't have to tell you how cold it's been in Chicago this winter. Today, the wind chill's 10 degrees. At this time, more than ever, homeless people need your help."
(In this instance, Twardowski suggests telemarketers phone the local weather bureaus first to find out the temperatures in the cities they're calling into.)
Prospect with Care
Not every organization can prospect by phone. "It's seen as the telemarketing equivalent of spamming," Cadigan says, noting that you have to know when it's "appropriate to reach for that arrow in the quiver."
Twardowski concurs that tele-prospecting for donors is "the most difficult scenario." For a chance at success, you need to pre-qualify list rentals by using similar lists, he adds.
Taped messages are another means of reaching out to prospective donors that Twardowski has seen fund raisers use successfully. "Using a celebrity's voice, the message talks about the charity and the needs, then asks the person to please hold for a live operator to tell more. Then it switches to a live operator who briefly reiterates and then asks for a donation," he explains.
A similar tele-prospecting tool is to leave a recorded message asking for a call back. If it is constructed professionally, Twardowski says this can bring in fewer, but higher dollar donations.
Here's a case in point: Doctors can be difficult to get a hold of, he says. If you're trying to contact that market, Twardowski suggests, you could leave a message with an 800 number. "When they call back, we can tell through caller ID which program they were called in reference to." The average gifts are higher when they call because the fact that they picked up the phone signals that they are planning to make a donation, he explains. DON'T FORGET INBOUND