The Good News About Telemarketing
Posted on Tue, Aug 10, 2010
By Chrissy Hyre, Telemarketing Account Executive
Yep, there is good news about telemarketing fundraising. You see, every time your donor answers your call; you've gotten her “inside the envelope.”
But that's just the beginning: you have to keep your donor’s attention long enough to make your pitch and secure a pledge. No small task, considering the distaste many folks express toward sales calls and the fact that somewhere ... sometime ... someone is just sitting down to eat!
Don't worry; you don't have to give up! You see, just like direct mail or email fundraising, there are best practices I can share based on millions of fundraising calls with donors over the years. So whether you are raising millions of dollars using trained professionals, or running a yearend phone bank with a group of volunteers, let these four tips guide you.
1. Keep it simple. As you write your script, use this as your rule: short, simple, specific. Resist the urge to cut and paste your most recent direct mail appeal into a script format. Telemarketing works best when it is a conversation. Use easy, casual language, be direct and clear (especially when making the ask!) and get to the point as quickly as possible. If you're not sure, read your script out loud and see how long it takes and if there are words that make you stumble.
2. Put your best foot forward. It’s hard to keep someone on the phone, so be smart with your questions. Be sure to show appreciation for your donor by thanking her for past support. Show her she is a vital member of your organization by using language like “I’m sure you agree that….” It conveys a similar message, but doesn’t open the door to a hang up.
3. Pay attention. Telemarketing is special in that it provides real two-way communication -- so make sure you are listening to your donors and not lecturing them. Whether you are making the calls or monitoring them, pay close attention. Is something coming up over and over? Perhaps in January it was the tragedy of the earthquake in Haiti, or in May donors talked about the horror of the Gulf oil spill. If it’s mission appropriate, update your script ASAP. Updating calling materials only takes a few hours, not the weeks it takes to get a new package in the mail. And if it’s not, make sure your callers have a great response at hand to let donors know that their support for your organization is still incredibly important.
4. After the call. It doesn't end when the donor says yes and makes a pledge. And as much as we all love getting that credit card donation during the call, it's just as important to make sure the checks are mailed to you. That's why the most important thing you can do is make sure that your pledge letters and pledge reminders are mailed to your donors on time. Your donor made a commitment and you need to honor it by getting the pledge package in her hands quickly or risk losing the donation.
And here’s one last tip from me to you: Ask for the money! Even if you have a charming demeanor, a tightly honed pitch, and a news-worthy issue that keeps your donors on the phone for hours, if you don't ask clearly and directly, you've just wasted everybody's time.
