Fancy Phone Techniques
Telephone solicitation is both a successful and highly annoying method of raising funds. Most telephone solicitation is done poorly, and the organizations paying telemarketers often receive a low rate of return for the time and cost invested. In some instances, such campaigns reflect poorly on the image of the organization. The question is, how do you do it right? Most people do not want to talk with telemarketers, so you immediately have one strike against you.
When it comes to phoneathons, some callers give more than others. Contributors tend to give more than the average donation when told about a big gift just made by a previous caller, according to one study. Contributors, however, did not up their donations if the previous gift mentioned was greater than $1,000.
Some tricks to doing telephone solicitation successfully include:
Use a targeted list generated in-house.
Pronounce names with care. People are more likely to contribute if you don't butcher their names.
Plan to follow up with a mailing about the fundraiser. People usually want to see something in writing.
Work from a flexible script, one that explains the need for funding but also allows you the leeway to converse on the subject intelligently and answer questions.
Prepare in advance so that you are well versed in your subject and organization's history. (This is where paid telemarketers often stumble.)
Listen. Too often, solicitors are so eager to sell that they do not hear what the other person is saying.
Determine suitable calling times, which exclude dinner hours and weekends. Don't call people repeatedly.
Keep in mind that people may not be interested (or may even act rude). Shrug it off and move on to the next call.
Seek a common denominator. What brings the potential donor and your cause together?
Ask for a specific contribution and then have a backup amount or two ready.
Maintain a polite and courteous demeanor.
How do we comply with the Do Not Call Registry?
Make calls only between 8 a.m. and 9 p.m. Promptly disclose the charity and all information about the solicitation. Never misrepresent what the charity does, how the donation is used, or how much is spent on programs and costs. Visit
It's hard for most people to muster up the enthusiasm to do random calling, even for a good cause. It is in your best interest to hone a list of good prospects and maintain a database of people who have given in previous years or have sounded enthusiastic about your cause. You can gather names at events, seminars, conferences, or even in schools and universities where the issues you are working for are being discussed or taught. One nonprofit group gathered names for its environmental cause on a college campus outside the environmental studies classrooms. Members asked if the students minded being called or e-mailed.
Don't Call Us
In 2008, the National Do Not Call Registry became permanent. It permits calls from charities and political organizations. Those who retain third parties to phone on their behalf should know call recipients may ask not to receive calls from the third party on behalf of that charity again; otherwise, those third parties may find themselves subject to an $11,000 fine for each violation.
Handling a Telephone Campaign
Give volunteers a portion of the list to call and schedule them for reasonable periods of time to make their calls. There is a high burnout rate in phone solicitation. Encourage phone-calling volunteers to take their time, learn the basic script, and speak clearly and in a friendly manner. Anyone doing phone solicitation should take frequent breaks, as it can become very tedious.
Make it easy on your potential contributors. If you send follow-up materials in the mail to someone to collect pledges, include a return envelope. Don't forget to include a thank-you note.
Remind volunteers not to get frustrated if they do not generate many pledges. Letting people know about your organization and your cause is a start. Perhaps the next time the person hears about the work of the organization, she will have enough knowledge and will want to contribute. By calling, you are planting seeds.
When callers do get pledges or requests for written materials, they should take down the name and address of the person and double-check all of the information before hanging up. Remember to say thank you.
