by Adrian Salmon, Annual Fund Manager, University of Leeds (formerly Head of Client Services, The Phone Room Ltd.)
25 pp A4 (2 contents pages, 1 end cover)
The aim of this short pamphlet is to give you an overview of the principles of telephone fundraising; to show you how flexible, powerful and versatile a communications tool it still is; and, for those of you who are using telephone fundraising, to make some suggestions about how you might ‘freshen up’ a telephone programme that you feel is becoming a little stale.
It isn’t a ‘how-to’ step by step guide to running a phone campaign; that would be a whole book in itself! But I hope to cover the essential principles behind running one, that you should be familiar with whether you run campaigns yourself or engage outside help.
Table of contents
A dedication and a disclaimer
What this pamphlet is – and isn’t!
So, why use the telephone at all?
- What about cost?
So, who should use the phone?
What do you need to use the phone?
- Think about response first!
- Paperless Direct Debit (PDD)
- Credit Card
‘Restricted’ vs ‘unrestricted’ gifts?
Permission based fundraising
Pre call communication
- The ‘pre-call or not’ debate
- Why, and when, you should consider pre-call communication
- How much can you ask for?
Testing – why, and what?
- Testing for first-timers
- Testing with existing programmes
Budgeting and forecasting
- What are your key figures?
How to measure success
Post call communication
- Follow-up information
- Fulfilment and follow-up via email
Is your phone programme feeling tired?
Integration with new media
Agency or in-house?
- Pros And Cons
- Pros of an agency
- Cons of an agency
- Pros of In-house
- Cons of In-house
How to manage an agency
- Briefing the calling team
- Motivating and inspiring
- A warning
- Back to motivating and inspiring
Some agencies for you:
- Outsource model (you use their callers on their premises):
- Onsite model (will come to you):
- Direct Debit Bureaux (will help you with PDD)