Those of you who have already used the telephone as a fundraising tool will know its power. Research and testing proves that it is 30-40 times more successful than direct mail in financial terms and gives you direct feedback on your organisation.
For me, success in financial terms is only the start of it. There is no other medium that has as many benefits as a well-run, effective telephone campaign. There is no more effective way to speak to thousands of people in a matter of a few weeks. The financial gain is the short-term bonus: for the longer term you will have improved the quality of your database, got to understand your community be it alumni, friends, patrons or ticket buyers and discovered what they think of your organisation and the initiatives you undertake on their behalf. Our clients have seen a rapid growth in legacy income, better attendance at events and a tangible growth in the sense of community amongst its constituents. If you are not getting this added value from your campaigns then you are missing out.
Telephone fundraising undoubtedly has a tarnished image. Many can recall a charity fundraiser who has not taken no for an answer. However, my fundraising career began in the educational sector where the prospect pool is restricted to one group of alumni and you mistreat them at your peril. This ethos of making everyone we call feel valued whether or not they are in a position to donate is at the core of our methodology. We have been brought in to help recover from campaigns that have not been well received in the past where our unhurried calls and hand-written follow-up been crucial in rebuilding relationships.
The added value of a MacGregor Jones campaign is in no way at the sacrifice of financial success. Every one of our arts clients have raised more than they had expected to. We have worked with a large proportion of the Oxbridge Colleges and are yet to have a campaign that does not receive a higher value of gifts than the total pledged during the campaign. Our rate of conversion from a pledge to a gift is unrivalled. This is a result of well-trained callers, an investment of time in every person we speak to and a highly personal approach that recognises their previous support and/or involvement with the organisation.
If you have a database of potential supporters but never done telephone fundraising then you have a real opportunity at your fingertips. If you are already using the telephone but are not getting all that you can from it then it could be time to upgrade. Either way, we would be delighted to hear from you.