18 February 2013
autumn civilsociety.co.uk and NTT Fundraising decided to find out more about how
charities are using the telephone in their fundraising and stewardship. Is it
just about upgrading that monthly direct debit?
Here’s what we had to say;
is not surprising to see that when it comes to decisions regarding telephone
fundraising, return on investment is the key consideration; high conversions
are essential, as are competitive prices in these testing times.
Although creative input, training and monitoring are ranked
lower in the survey results, we find that many of our charity partners consider
these elements to be vital. Indeed it is hard to separate them from financial
concerns. Every conversation with a donor is important, every relationship can
be strengthened, and therefore every message must be accurate, inclusive,
welcoming and inspiring. Only then will a return be met, both in the short term
and the long term.
However both creativity and reporting were overshadowed by the
importance placed on limiting or eradicating public complaints. Donors are the
lifeblood of charities and they must be treated with care, they must be
listened to and their opinions, and therefore their decisions, must be treated
with respect. A focus on training, monitoring and recording the calls will
protect the brand and ensure accurate messaging when speaking to both new and
existing donors, lessening the risks of complaints being generated.”
To read the full article please click here.
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