dm 101 - donor services group - telefundraising
DESCRIPTION
The telephone is a vital avenue for fundraising. But, when and how should a nonprofit use it? Will calling donors leave a wake of negative reactions, or can it possibly cultivate a deeper commitment to the organization’s mission? This session pulls the curtain back to reveal the inner workings of telefundraising. In this session, you’ll discover: - How to make the most positive impact with a telephone campaign. - What telefundraising firms don’t want you to know. - How to integrate telefundraising to produce the greatest synergy with your other fundraising channels.TRANSCRIPT
Telefundraising:
Why It So Doesn’t Suck
Presented by
Colin BickleyDonor Services Group
Myths of Telefundraising
~ Myth #1: That guy on the previous slide is an actual telefundraiser.
~ Myth #1: That guy on the previous slide is an actual telefundraiser.
~ Myth #2: Your supporters do not want to be called.
~ Myth #1: That guy on the previous slide is an actual telefundraiser.
~ Myth #2: Your supporters do not want to be called.
~ Myth #3: Telefundraising is too aggressive & causes too many complaints.
~ Myth #1: That guy on the previous slide is an actual telefundraiser.
~ Myth #2: Your supporters do not want to be called.
~ Myth #3: Telefundraising is too aggressive & causes too many complaints.
~ Myth #4: Telefundraising steals money from your direct mail.
~ Myth #1: That guy on the previous slide is an actual telefundraiser.
~ Myth #2: Your supporters do not want to be called.
~ Myth #3: Telefundraising is too aggressive & causes too many complaints.
~ Myth #4: Telefundraising steals money from your direct mail.
~ Myth #5: Telefundraising is (gasp) telemarketing.
~ Myth #1: That guy on the previous slide is an actual telefundraiser.
~ Myth #2: Your supporters do not want to be called.
~ Myth #3: Telefundraising is too aggressive & causes too many complaints.
~ Myth #4: Telefundraising steals money from your direct mail.
~ Myth #5: Telefundraising is (gasp) telemarketing.
~ Myth #6: Telefundraising is too expensive.
(actual real lifetelefundraisers)
CAUTION:You are now entering
an actual real lifetelefundraising company
TYPES OF OUT-BOUND PHONE CAMPAIGNS
~ Renewals ~ Appeals ~ Lapsed ~ Deep Lapsed ~ Acquisition ~
~ Sustainers (invite/upgrade) ~ Cultivation/Welcome ~ Planned Giving ~
Different Paradigms
•Traditional Predictive Dialer
Different Paradigms
•Traditional Predictive Dialer
•Auto Dial Platforms
Different Paradigms
•Traditional Predictive Dialer
•High Dollar
•Auto Dial Platforms
Different Paradigms
•Traditional Predictive Dialer
•High Dollar
•Auto Dial Platforms
•Gift Planning
Different Paradigms
~ Which nonprofits should integrate phoning into their direct marketing?
~ Which nonprofits should integrate phoning into their direct marketing?Essentially any nonprofit should be using phone in their DM strategy unless they are simply too small (i.e. under 10,000 donors).
~ Which nonprofits should integrate phoning into their direct marketing?Essentially any nonprofit should be using phone in their DM strategy unless they are simply too small (i.e. under 10,000 donors).
~ What size file do you need for a good campaign?
~ Which nonprofits should integrate phoning into their direct marketing?Essentially any nonprofit should be using phone in their DM strategy unless they are simply too small (i.e. under 10,000 donors).
~ What size file do you need for a good campaign?5,000+ makes for a better campaign. Less than that, you should take measures to ensure the campaign is not oversaturated or lost in the shuffle.
~ Which nonprofits should integrate phoning into their direct marketing?Essentially any nonprofit should be using phone in their DM strategy unless they are simply too small (i.e. under 10,000 donors).
~ What size file do you need for a good campaign?5,000+ makes for a better campaign. Less than that, you should take measures to ensure the campaign is not oversaturated or lost in the shuffle.
~ When should nonprofits integrate phone into their direct marketing?
~ Which nonprofits should integrate phoning into their direct marketing?Essentially any nonprofit should be using phone in their DM strategy unless they are simply too small (i.e. under 10,000 donors).
~ What size file do you need for a good campaign?5,000+ makes for a better campaign. Less than that, you should take measures to ensure the campaign is not oversaturated or lost in the shuffle.
~ When should nonprofits integrate phone into their direct marketing?Appeal = Mail/Phone/MailRenewal = Just before expiration/Just after.Sustainer = 30-90 day New Joins
Multi-transactionalDeep Lapsed = Spring cleaning
THE SCRIPT
THE ACTOR
THE PERFORMANCE
THE CURTAIN CALL (FULFILLMENT MAIL)
ENCORE (REMINDER CALLS)
THE SCRIPT ~ Short and succinct. It has to sound, not read. ~ Synergy with other fundraising mediums. ~ Disclaimers. ~ Three asks. Most good calls begin with a “no.” Objection responses. ~ Credit card ask: assumptive. Objection responses. THE ACTOR
THE PERFORMANCE
THE CURTAIN CALL (FULFILLMENT MAIL)
ENCORE (REMINDER CALLS)
THE SCRIPT ~ Short and succinct. It has to sound, not read. ~ Synergy with other fundraising mediums. ~ Disclaimers. ~ Three asks. Most good calls begin with a “no.” Objection responses. ~ Credit card ask: assumptive. Objection responses. THE ACTOR ~ Cultivation, thank you – especially with a “no.” ~ Listen. What?? Listen. Huh??? Listen!!!! THE PERFORMANCE
THE CURTAIN CALL (FULFILLMENT MAIL)
ENCORE (REMINDER CALLS)
THE SCRIPT ~ Short and succinct. It has to sound, not read. ~ Synergy with other fundraising mediums. ~ Disclaimers. ~ Three asks. Most good calls begin with a “no.” Objection responses. ~ Credit card ask: assumptive. Objection responses. THE ACTOR ~ Cultivation, thank you – especially with a “no.” ~ Listen. What?? Listen. Huh??? Listen!!!! THE PERFORMANCE ~ Realism with a dash of optimism. ~ Think LOOOOONG term, not just short. THE CURTAIN CALL (FULFILLMENT MAIL)
ENCORE (REMINDER CALLS)
THE SCRIPT ~ Short and succinct. It has to sound, not read. ~ Synergy with other fundraising mediums. ~ Disclaimers. ~ Three asks. Most good calls begin with a “no.” Objection responses. ~ Credit card ask: assumptive. Objection responses. THE ACTOR ~ Cultivation, thank you – especially with a “no.” ~ Listen. What?? Listen. Huh??? Listen!!!! THE PERFORMANCE ~ Realism with a dash of optimism. ~ Think LOOOOONG term, not just short. THE CURTAIN CALL (FULFILLMENT MAIL) ~ 1st piece sent : 24 hours ~ 2nd piece sent: 21 days ~ 3rd piece sent : 35 days ENCORE (REMINDER CALLS)
THE SCRIPT ~ Short and succinct. It has to sound, not read. ~ Synergy with other fundraising mediums. ~ Disclaimers. ~ Three asks. Most good calls begin with a “no.” Objection responses. ~ Credit card ask: assumptive. Objection responses. THE ACTOR ~ Cultivation, thank you – especially with a “no.” ~ Listen. What?? Listen. Huh??? Listen!!!! THE PERFORMANCE ~ Realism with a dash of optimism. ~ Think LOOOOONG term, not just short. THE CURTAIN CALL (FULFILLMENT MAIL) ~ 1st piece sent : 24 hours ~ 2nd piece sent: 21 days ~ 3rd piece sent : 35 days ENCORE (REMINDER CALLS) ~ Rarely used, but they tend to work.
PRICING
Per Contact vs. Per Hour
Fulfillment Mail
Postage
Phone AppendTelco 411 vs. Basic
~
National Do Not Call List ~ Nonprofits are exempt, but should (in addition to the call center) maintain an internal do-not-call list.
National Do Not Call List ~ Nonprofits are exempt, but should (in addition to the call center) maintain an internal do-not-call list.
Cell Phones ~ Predictive dialer = limitations. Under the Telephone Consumer Protection Act, the donor must give permission in some form.
National Do Not Call List ~ Nonprofits are exempt, but should (in addition to the call center) maintain an internal do-not-call list.
Cell Phones ~ Predictive dialer = limitations. Under the Telephone Consumer Protection Act, the donor must give permission in some form.
PCI Compliance ~ Do you leave the keys in your ignition after parking your car??
National Do Not Call List ~ Nonprofits are exempt, but should (in addition to the call center) maintain an internal do-not-call list.
Cell Phones ~ Predictive dialer = limitations. Under the Telephone Consumer Protection Act, the donor must give permission in some form.
PCI Compliance ~ Do you leave the keys in your ignition after parking your car??
Monitoring, Recording Calls ~ Eavesdrop often, but understand the difference between what
you’d want to hear and what actually works.
National Do Not Call List ~ Nonprofits are exempt, but should (in addition to the call center) maintain an internal do-not-call list.
Cell Phones ~ Predictive dialer = limitations. Under the Telephone Consumer Protection Act, the donor must give permission in some form.
PCI Compliance ~ Do you leave the keys in your ignition after parking your car??
Monitoring, Recording Calls ~ Eavesdrop often, but understand the difference between what
you’d want to hear and what actually works.
Caller ID ~ Toll-free number, Quality Control
Benefits of Calling(Why It So Doesn’t Suck)
~ Real-time Results ~ Objection Responses Handled Directly ~ One-on-one Personal Dialogue ~ Cleaning Data as You Go ~ Allowing Your Donors to be Part of the Conversation ~ Emotional Connection ~ Grooming Your File to be More Deeply Committed
Thank You!
Colin Bickley Director of Business DevelopmentDonor Services Group
888-474-1900 Ext. [email protected]