1Avalon Consulting Group, Inc.

All rights reserved, 2014 Cover Page

Avalon Consulting Group

www.avalonconsulting.net

©2017 Avalon Consulting Group.

All Rights Reserved.April 11, 2017

Client Training DayDirect Marketing 101: Telefundraising

September 7, 2017

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1) How many of you are using

telefundraising?

2) How many of you are calling cellphones

to contact your telefundraising

prospects?

3) How many of you recognize this image

to the left?

Some questions to get us started

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How to determine if

telefundraising is right

for your organization

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• TCPA law

• Size of your list

• Your data

• Reason to call

• Budget

• Leadership support

Factors

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• Definition: The Telephone Consumer Protection Act restricts telephone

solicitations and the use of automated telephone equipment

• Consult your organization’s lawyer/legal team

• Prior relationship is a rule of thumb

• Only applies to predictive dialers; can be done manually, but costs more

• Cell phone appends

• Email verification letters

• Ask for phone number, then verify phone number belongs to that individual

Factors: TCPA law

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Factors: Size of Your List

Universe selected

Phone matched (~80%)

Contacted (~35%)

Pledged (~17-25%)

Credit card (min. 35%)

Fulfilled

(~65%)

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• Look at full universe—huge list, can

you segment into renewal, lapsed,

major, TM responsive

• If not a large list, consolidate

groups to make enough volume

• Other data elements to consider:

RFM and HPC segmentation

• Recency, Frequency, Monetary

Value

• Highest Previous Contributions

Factors: Your Data

0-24 mo. donors

HPC <$100

$1-$24.99

$25-$49.99

$50-$99.99

HPC >$100

$100-$249.99

$250-$499.99

$500+

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• Always have a reason to call

• Test messaging

• Raise additional revenue

• Inform about upcoming events/activities

• Respond to emergency

• Renew and reactivate donors

• Recruit and retain monthly donors

• Cultivate supporters

Factors: Reason to Call

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• Telefundraising can be seen as expensive

• Contact costs range from $2.95 - $18

• Hourly rates range from $20 - $65

• BUT—it is an efficient way to raise

funds quickly, especially with credit

card fulfillment

• Reviewing results by channel

helps determine whether TM

will get you the most bang for

your buck

Factors: Budget

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• You can’t do anything without leadership on board

• Find out why leadership is opposed to combat those concerns

• “Donors don’t like to be called/give over the phone”

• “It’s expensive”

• Find ways to show leadership the effectiveness of telefundraising

• Share results

• Share feedback from briefings and monitoring

Factors: Leadership Support

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Telefundraising: Opportunities

• Have a conversation with donor

• Test messaging in real time

• Increase lifetime value when contacting supporters by phone, even if they

do not give

• Multi-channel donors are your best donors

60%

65%

70%

75%

80%

$0

$20

$40

$60

$80

$100

$120

DM, TMand Web

DM andOnline

OnlineOnly

DM andTM

DM Only

Income/Member Average Gift Retention

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• TM has a negative connotation in the

industry

• Net revenue not as high as other

channels

• TCPA law and Do Not Call Registry

• Getting harder to reach people

• Fewer firms doing effective calling

Telefundraising: Challenges

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How to set up

an effective call

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• Collect phone numbers

• Select the right partner

• Develop the script

• Manage fulfillment

• Integrate

Steps to setting up the call

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• Collect phone numbers on all forms—online donation,

email sign up, events, etc.

• Make “phone number” a required field on all your forms

• Add necessary disclaimer line item to all your forms

(check with your legal counsel first)

• Integrate with other channels (e.g. text messaging,

emails)

Collect phone numbers

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Integrate with other channels to maximize

overall effort

• Call online activist/petition signers with multiple actions

• “Free” pool of prospects

• Call offline-acquired leads/donors

• Canvass, DRTV donors are receptive to personal

conversation via phone

• Telemarketing can complement other channels, raising

more revenue

• Direct mail, email and other communications

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Identify call purpose

Call Type Description

Appeals (phone responsive) Ask existing donors for an additional gift

Renewal Ask donors to renew their annual support

Reinstatement Ask lapsed donors to reinstate their giving

Sustainer Invite donors and prospects to give monthly or upgrade their

monthly giving

Major Donor Use high-touch techniques to appeal to higher-dollar donors

Prospect Call prospects associated with your organization

NOTE: Cold prospects can NEVER be contacted by cell phone.

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Identify call universe

• After evaluating data, determine pool of donors you

want to call

• What kind of call are you making?

• Appeal (TM-responsive), Renewal, Reinstatement,

Sustainer, Major Donor, Prospect

• This determines the types of donors you want to

contact

• Budget—revenue AND costs

• Review RFM segmentation and previous performance

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• Find out what the

prospective TM firms

excel in (e.g. boutique

firms that specialize in

sustainer calling, etc.)

• Test firms—competition

breeds success

Select the right partner

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• Greeting, identification, and notice of recording

• Intro should take only about 15-20 seconds

• Read this aloud before calling to make sure it flows easily

Develop the script: Introduction

Hello, may I speak with Mr./Ms. (first name,last name)? This is

(first name/last name) calling from PIC on behalf of

[ORGANIZATION] in Washington D.C. Thank you for your

past support. I'm calling because of a very urgent situation.

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• Three-ask structures allows callers to negotiate with donor/member and

allows donor/member to feel like they can negotiate, too

• The first ask is usually longer than subsequent asks and should contain a

topical subject affecting your organization, since this is the ask read most

often during a call

• Always end with a dollar ask

• Read the ask out loud to make sure it is easy to read and flows smoothly

Develop the script: First Ask

We’re barely into Donald Trump's presidency, and his Attorney General, Jeff Sessions, is already causing

major concerns. Sessions met privately with Russian officials during the campaign and lied about it under

oath. This is unacceptable behavior, and Congress needs to hold him accountable immediately for his

actions.

That’s where (Org’s Name) comes in. With our project, (Org’s name) members are holding the Attorney

General’s feet to the fire when it comes to protecting our democracy, from civil liberties to voting rights. We

are on the ground in every state and we will keep calling for his resignation. But we can’t do this work

without you. Can you help us defend our democracy with a special contribution of $2xHPC?

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• Slightly shorter than the first ask

• Cover a separate topic from your first ask because different subjects

resonate with different members/donors

• Always end with a dollar ask, but the second ask should be less than the

first

• Read the ask aloud before calling to make sure it is easy to read and

flows smoothly

Develop the script: Second Ask

I understand, Mr./Ms. __. But if you heard President Trump’s speech to Congress, you know

that it was riddled with plans to deconstruct our democracy. His lobbying ban is riddled with

loopholes. His Supreme Court nominee will likely gut our campaign finance laws. And his

budget plan aims to cut agencies that protect access to the polls. Mr./Ms. __, our

grassroots are even more important as we fight to hold President Trump and Congress

accountable. Will you help with a special gift of $1.5xHPC?

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• The third ask gives the final reason to donate

• It is the shortest ask and should be on a different topic

• Always end with a dollar ask; this will be the lowest ask of all three

• Read the ask aloud before calling to make sure it is easy to read

and flows smoothly

Develop the script: Third Ask

I see, Mr./Ms. __. But just look at what happened in January. In the dark of night, the House proposed to

weaken the Office of Congressional Ethics. (Org’s name) members inundated House offices with phone

calls and emails. Thanks in large part to our organizing, House leadership backed down. Can we count

on you to support our efforts with a special contribution of the same amount you've done before,

$HPC?

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• Assumptive credit card ask

Develop the script: Check or Credit Card?

(If yes) Great! We're processing renewal contributions by credit or debit card.

Will you be using your MasterCard, Visa, American Express or Discover?

(If no to credit card) I understand why you might feel that way, Mr./Ms. __, and

your check is always welcome. But credit card contributions can be put into the

field ALMOST immediately. Will you reconsider and put your $__ pledge on a

credit or debit card tonight, so we can put it to work right away? (If yes, use above confirmation)

(If person still doesn't want to use credit card) All right, is your address still

______? (If yes) You'll be receiving a renewal mailing in the next few days with

a blue telephone on it. It will contain a confirmation notice and return envelope

within the next few days. It'll help with the record keeping, if you wait and use

this renewal notice. Is that alright? (If yes) I've one final request. Can we expect

your check within ten days after you receive this notice?

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• Email verification and SMS ask

• While on the phone, confirm or collect email address

• Also ask if they would like to receive text messaging updates

about your organization, which allows you to collect mobile

numbers

Develop the script: Collect other information

(If no) “I understand and I hope you'll consider supporting us in the

future. So that we can keep you up to date on all our important

issues, (if you have email address) I'd like to confirm your email

address, is it ___? (if no email address) may we have your email address? (if yes, take information) Thank you again for your time.”

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• Prepared objection responses and talking points should bring the caller

back to an ask

• These should cover typical objections that come up on the phone and

suggested responses for your callers

• Provide talking points on different topics that may or may not come up

Develop the script: Responses

Q: I cannot give, but I do want to help—what can I do?

A: We understand, and we encourage you to get involved on the (Org’s name) website with your local chapter. There are

many ways to take actions online right now, such as our Activist Toolkit at URL. But the best thing you can do to support our

vital work is to make a contribution, so we can continue this fight at all levels of government and around the country. Can

(Org’s name) count on your support today with a gift of $HPC?

Q: I support Donald Trump—I don’t want to give to (Org’s name) if you do not support the President.

A: We understand. (Org’s Name) is a nonpartisan organization, but it is our goal to hold power accountable on both sides of

the aisle and at all levels of government. Right now, there is a lot for us to be concerned about when it comes to questions of

ethics and transparency in Congress. And that’s why it is so important to support (Org’s name) right now. We are working to

make sure that Congress keeps up ethical standards while maintaining our system of checks and balances, and to do that

crucial work, we need your help. Can (Org’s Name) count on your support today with a gift of $HPC?

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• Credit cards

• Processed right away—preferred

method

• Check pledges

• “I’ll donate $50, can you

send me something and

I’ll pay by check?”

• Hedges

• “Send me something in the mail and I’ll respond”

• Other channels

• Email, SMS

Fulfillment: Types

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• Send credit card fulfillment thank-you letters/slips ASAP

• Initial credit card receipt + thank-you from firm

• Cadence of mailed pledge letters

First: Send 24 hours after phone pledge

Second: 14 days after pledge if not yet fulfilled

Third: 28 days after pledge if not yet fulfilled

Fulfillment: Pledge Letters

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Fulfillment: Other ways to boost

SMS follow up

Email before a call Email after a call Refusal/no contact emails

Thank you so much for

speaking with our

representative on the phone

recently and for your generous

one-time pledge of $50 as part

of our campaign to save [fill in

cause].

If you would like to fulfill your

pledge online, simply do so

by clicking here. Completing

your pledge online will put your

donation to work right away, as

we work to [fill in work].

Since I know how much you

care about [fill in cause], we

will be reaching out to you with

a phone call. If there is a

reason you have not yet

renewed your annual support,

please let us know during that

call. Otherwise, you make take

that opportunity to renew your

membership.

Your can also renew online

right now if that’s easier for

you.

Thank you for speaking with

our representative on the

phone recently. I understand

that you were not ready to

give over the phone, but

wanted to follow up with you on

our campaign to save [fill in

cause].

“We recently tried calling you

as part of our X campaign,

but were unable to reach

you. I wanted to make sure

you were aware that…”

“Thanks for your phone pledge. Fulfill

quickly and easily today!”

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How to manage

an effective call

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• Start up

• Training and incentives

• Monitoring progress

• Manage fulfillment

• Evaluation

Managing the call

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• Always send a startup guide for callers

• Purpose/topic of call

• Universe size

• Campaign goals: Contact % (including caps), pledge %, credit

card %, penetration %, fulfillment, etc.

• Objection responses or other special instructions

• Time frame—start/end dates and acceptable calling times

Start up

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Training and incentives

• Initiate a kick-off call with the firm and callers

• If you can, always try to be there in person

• Offer caller incentives for credit card rate, pledge rate, overall

motivation

• Leftover tchotchkes

• Organization calendars/books/swag

• Bumper stickers

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• Monitor regularly—but NOT during first two days

• Seed yourself on the call so you can put the callers through their

paces

• Are the callers sticking to your script/objection responses?

• Are the callers making all three asks and an assumptive credit

card ask?

• Ensure all notes and comments, especially do-not-call

requests, are included in end-of-campaign file and loaded back

into your database

Monitoring call progress

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• Review daily stats—evaluate in real time whether to adjust script and call

strategy

• Check pledge rate, $/contact, average gift, credit card rate, fulfillment BY

SEGMENT

• Determine whether to suspend calling or call deeper on certain segments

Evaluate!

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Evaluate!

• Determine whether

firm(s) are meeting

expectations in terms of

performance and contact

rates

• Look at callers,

segments, etc., and

make sure they are all

working to your benefit

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Evaluate!

• Review fulfillment weekly

• Analyze telefundraising with other channels

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QUESTIONS?

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Thank you!

Molly Barker

Account Director

Avalon Consulting Group

202-627-6506

mollyb@avalonconsulting.net