I give online

An objection that is increasingly encountered by fund-raisers is the dreaded "I only give online" response. As with any objection, it seems insurmountable and absolute to those fund-raisers who don't know how to handle it. The good news this objection is by no means insurmountable.

The internet is quick and easy. The internet doesn't ask donors to drop what they're doing and give right now. Raising money by direct mail in a world that doesn't the obvious perceived advantage to of internet giving for donors into account, is a strategy that can only produce diminishing returns.

As with any objection, donors often use this one not out of reluctance to support a charity. Fund-raisers learn to hear "the objection behind the objection" and provide solutions to the problems a donor has with giving to a campaign.

Here then, are a few strategies to over come the overcome this increasingly common objections.

Giving online isn't a "no" its an absolute yes. The best part of hearing the giving online objection is that a fund-raiser can be sure that they are speaking with a qualified prospect. A second ask at this time is critical, be prepared for this response and to reply with something that may overcome it.

People forget.

• Let your donor know that giving over the phone today is a sure way to get the donation over and done with.

Are there any special incentives that your telephone campaign is offering that my not be available if a donor gives online?

• A Matching Fund,
• A Member Card,
• Perhaps a discount on the membership itself.

As calmly as possible, people can sense your mood over the phone line, inform the donor that you'll be able to take care of their donation right now by phone in 1 minute or less.

• People prefer to give online because they don't have time to do it by phone.
• At least they imagine that they don't.
• Being prepared with this response and delivering on your promise to be brief can in fact increase a donor's respect for you and the organization you are calling for.
• One of the most beneficial things you can say to a prospect is that you respect their time and will be brief with it.

• Is it a security issue? Many donors prefer the internet alternative for the sake of protecting their information.
  
• Let the donor know that your call center and credit card processor are secure. If they aren't, work for another company.
• Know your security processes and repeat them to the donor.
• Donors are protected by state and federal laws; tell them this.
  

How about the absolute truth?

• Tell the donor you've reached that your working with a team of fund-raisers and that giving to you, today by phone would not only support their cause; it would be a sign of support for all the hardworking fund-raisers on your team (this works!)
• Be frank, not rude; donors like being talked to, not talked at or talked over.

Think fast.

• A donor can hear the wheels turning in your head.
• Professional fund-raisers should know the answers to common objections before they arise.

Is your pitch any good?

• If you're coming across an unusual amount of objections, listen to yourself.
• Tweak your words. You already know what doesn't work right? Try something else.

These are only a handful of the possible responses to this objection. Creative fund-raisers will develop far more.

The only possible outcome of not clearly presenting a counter to an objection is failing to secure a pledge. Donors realize for the most part that its a fund-raiser's job to ask. So Ask.

Rapport.

Now and then I hit a wall with my calling. That's when its time to hit the bookstore. Two of my recent purchases are: "The 7 Seven Triggers To Yes" (The New Science Behind Influencing People's Decisions),by Russell H. Granger, and Perfect Phrases For The Sales Call" by William T. Brooks.

I'll write a short review of each in another post; its enough to say now that each of these books affirmed my experience as a fundraiser. phone donors give to people who can quickly establish rapport and credibility with them and, if time is short, then by all means choose rapport only.

So how does a Fundraiser build rapport in the first ten seconds of a call and secure a donation by the third minute? Here are my thoughts.


10) Speak with people, not at them. Telling strangers what they should do hardly ever works.

9) Allow the donor to speak. Don't interrupt or override, especially if a person is initially hostile. become a sounding board and allow the donor to vent long enough for you to understand their mindset. understanding and confirming a persons concerns is the quickest way to alleiviate those concerns.

In the case of repeat donors, you're allowing a person who has committed themself to a cause having little to no input over how their chosen organization carries out its work. A Fundraiser is often the only point of contact with an organization that a donor will ever have.


8) Know your cause. inside and out. study the issues and be prepared to be questioned on them. Memorizing a script isn't enough. internalizing key points won't allow you to speak with the authenticity of someone who knows a cause. In the first minute of a call many donors can tell the difference between a fundraiser who has memorized talking points and one who is a kindred spirit.

More to come...

Overcoming Objections

Telephone Fundraising would be much easier if everyone you called said yes, but in the real world, nine out of ten people on a campaign may reject you outright. The key to converting a small percentage of those no's to yes's is understanding why the donor is saying no to you. some of the more common objections and the ways to get beyond them are listed below.

Donor has no time to take a call. In x

More to come later....

This call is being recorded for quality.

Call center technology is constantly improving. Most modern call-centers record at least some portion of the conversations they initiate. Who listens to these recordings. And what eventually happens to them?

What does this mean for charitable solicitations?

A typical call for me starts something like this;

Me: Hello I'm Henry calling from XXX organization on behalf of the Save the Giant Sequoia Tree foundation. Hows it going today Mr X?

Mr X: Fine, how are you today?

Me; I'm good thanks for asking, not a lot of people do. (this gets a chuckle as often as not, and its true.)

Me: Mr X, I'm going to try to keep things quick today but first I do need to know that this call could be monitored and is recorded for my quality.

Mr X: Ah go ahead the damn government is recording everything we say anyway....


Conversations can go into anywhere from a mild rant against the Bush administration to an all out call for violence made in jest, typical stuff you might hear on The Bill Mahr show. But what the Donor may not realize is that that conversation doesn't necessarily go away, ever.

Ive done fundraising for organizations like the Democratic National Committee, The A.C.L.U and the Human Rights Campaign. At the start of each call we inform donors that their call could be recorded to ensure quality control.

A.C.L.U donors are the most likely to hang up the phone at that point caring too much about their right to privacy to allow themselves to be recorded.

But what about the callers who don't hang up? Ive spoken to extremely opinionated people who
have pulled no punches when it come to their opinion on the current presidential administration, the war on terror, and other highly charged issued.

Politicians have been cursed threats have been made as well as off color jokes.

Could this information be used against a person?

With the warrant-less wiretapping that we know is going on in this country,how smart is it for organizations to save recordings of people?

Donors tend to say anything to an anonymous fundraiser on over the phone. But is it really anonymous. Do the donors have a right to know what becomes of their voice recordings.

I think that call-centers, especially in the fundraising industry, should have a published policy on what they will and will not do with Donor's information, including voice recordings.


Technology and political realities have raced beyond past practices. Its time for call-centers to catch up.

What I can tell you as a professional fundraiser is that.

• You have the right to end the conversation at any time, although I and your organization wish you wouldn't.
• You have the right to request more information about where I'm calling from and what my particular call-center will do with any of your information, including recordings of your voice. ( If your the curious type this might be fun to do anyway)
• The Front-line people who call you, me, have no control over when or why you are called; its all done by computer.
• The national no call-list has little bearing on non-profits, or their agents, (me). Call-centers that do fundraising have their own internal do-not-call lists; ask to be on it and we are obligated to put you on it. You should also let your charities know, by phone, or in writing, that you don't want to be called, or to have your name sold or traded to other organizations.
• Reputable fundraisers charge a flat fee per call. Yes or no, we get the same amount for making the call. It doesn't have to be this way however, Some fundraising agents can keep 80% (or more!) of the revenue a solicitation campaign generates. You have the right to know just what those percentages are; if the person you are speaking to doesn't know, ask for a supervisor.
• Some states also have laws that obligate fundraising groups to send a written copy of this information to any donor that asks, you'll need to contact your attorney general's office to see if your state is one.
• Last note; Federal law prohibits us from recording your credit card information, this is the one part of the call that isn't recorded.

I hope this quick rundown of the issues stirs some discussion. Ill follow up with more on telephone fundraising in the coming days.