Set your Activists Free
Posted on Tue, Oct 05, 2010
By Gabe Raff
Just as Chrissy showed us back in August – that there is good news about telemarketing fundraising, this good news extends to your organization’s online activists too!
I’m constantly amazed at how many organizations choose to silo their donors by imprisoning them forever in the channel that they come in on -- like poor Rapunzel in the tower. While some donors only chose to respond via the channel where they first gave, most don’t, they just want to help and participate.
This segregation is particularly acute with online activists. Too many organizations think they are "protecting" people who take their first institutional action online and assume somehow that these folks have no affinity for direct mail or telemarketing or personal solicitation. Nothing could be further from the truth. Rather than "protecting" these wonderful new prospects, this strategy isolates them from vital contact with the organization. The very fact that online activists found your organization in the first place means that they are interested in learning more about your mission and want to participate. Continuing contact via email is logical, but why not also get them on the phones and make personal, one-on-one contact?
Here's why calling your online activists – and other digital “warm leads” make sense:
• Online activists don't just live in cyberspace. In fact, they are interactive, passionate, concerned and want to help. After they take an action why not follow up with a call? Our experience has proven that online marketing and telemarketing coordinated efforts produce a fine marriage. An interactive call from an articulate and well-trained caller makes a personal connection that can convert an activist to a donor.
• Just as we pick up the phone and call someone at work when there is an important issue, picking up the phone and calling an online activist lets them know that they are important and that their financial support is urgently needed.
• While it might be initially less expensive to keep sending email solicitations or trying to convert an online activist through direct mail, the response rates from telemarketing -- especially when combined in an integrated, multi-channel campaign – often blows everything else away. Email your activists and let them know the call is coming. Then call them and take the donation.
• If you are in the midst of a crisis, you can immediately boost revenue by calling those online activists who've just taken action. Open the call by letting them know how much your organization appreciates their interest and recent action and then make the case for financial support, turning their concern into real action. Telemarketing your online activists is a cost-effective way to bring in new donors.
• Multi-channel donors tend to stay with your organization longer. Without a doubt your multi-channel donors are your best donors. Calling our online activists will allow you to develop more of your best donors.
Keeping your online activists cut-off from your other marketing channels can cause you to miss the valuable chance to bring them on board and cement your relationships. Don’t keep them siloed, welcome them aboard with a phone call. Has your organization been calling its online activists? If so, please comment below and let us know what your experiences have been!
