Telemarketing: one of the horsemen of the apocalypse, or a useful fundraising tool?

Does someone in your organization have an inflexible belief that telemarketing is the root of all evil? You aren’t alone, and it’s probably costing you a lot of revenue.

A take on the good side of telemarketing at the Hilborn blog: Ignore the naysayers; telephone canvassing works.

Yes, it turns out that you can survive telemarketing. It won’t trigger a mass exodus of donors, a riot, a lawsuit, or some other public humiliation. And it might — if you use it well — engage a lot of donors and encourage them to give:

Using the phone … allows one-to-one communication that informs, engages, and educates your donors. It reinforces the idea of giving more, more often, and becoming more involved in the causes they believe in. Giving just once is nice, but a genuinely committed donor will support you time after time.

It’s a mistake for anyone think that because they hate telemarketing, everyone else does too. An expensive mistake.


Comments

2 responses to “Telemarketing: one of the horsemen of the apocalypse, or a useful fundraising tool?”

  1. Couldn’t agree more Jeff! It’s such a shame to see the huge amount of telephone campaigns that aren’t given the go-ahead because of the inflexible beliefs around tele-fundraising. The negative news this week surrounding peoples attitudes towards the phone hasn’t helped either! We’ve seen first hand the hoops that charities have to jump through to use the telephone; so we’ve recently been speaking about the importance of the phone at conferences and have even wrote a blog offering advice for any charities building a case to use the phone, looks like there’s a few of us talking about this issue this week 😉 http://pellandbales.wordpress.com/2012/12/

  2. Couldn’t agree more Jeff! It’s such a shame to see the huge amount of telephone campaigns that aren’t given the go-ahead because of the inflexible beliefs around tele-fundraising. The negative news this week surrounding peoples attitudes towards the phone hasn’t helped either! We’ve seen first hand the hoops that charities have to jump through to use the telephone; so we’ve recently been speaking about the importance of the phone at conferences and have even wrote a blog offering advice for any charities building a case to use the phone, looks like there’s a few of us talking about this issue this week 😉 http://pellandbales.wordpress.com/2012/12/

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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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