With the economy finally starting to gain some traction, few people are thinking about those whom society is le aving behind. These are the working poor, the sick and the elderly. As the wars in Iraq and Afghanistan wind down, we will see more soldiers and their families in need.
Sometimes fundraising calls for a national effort. The only way to gather money and resources quickly is by calling or mailing into every state for support. This is a proven method of soliciting money. This isn't the case for every fundraising effort however.
There are some issues that could just as well be taken care of locally. Additionally, some causes are actually better served by using local fundraisers. Local has a number of benefits; we'll name a few below.
More of the money goes to the cause.
Some national fundraising companies can take as much as 80% of what they raise for an organization. Millions of dollars are wasted in this way. Local groups just can't afford to pay these prices. A local campaign, whether staffed by volunteers or local professionals, ensures that more of the donated dollars go to work immediately.
No one knows local issues like local people.
Using locals to fund raise means having a team that understands the issue and is passionate about it. The more knowledgeable and interested in an issue a fundraiser is, the more likely they are to secure donations.
As a nation, a number of important issues are affecting Americans;
children going to bed hungry, seniors and veterans not getting the care that they deserve and homelessness are just a few of these issues. What all of these issues all have in common is that they begin and end locally.
We can choose to wait for a solution from Washington, but President Obama's job forces him to look at the big issues, not the small ones. National organizations face similar problems; they have the money and resources, but not the organization to implement relief locally. Local fundraisers raising and spending money locally have an immediate effect on communities.
Bringing the idea of raising money in the community and solving problems locally is one whose time has come. More local groups are starting to see the power of collecting donations at home. As the idea spreads, the benefits will only become greater.
Showing posts with label fundraising. Show all posts
Showing posts with label fundraising. Show all posts
Tuesday, July 9, 2013
Friday, May 31, 2013
Elements of a Great Fundraising Script.
Some call centers are very strict about fundraisers reading directly from a script. Other call centers advise fundraisers to stick to the script, but add additional details when the call requires these extras. Still other fundraising call centers allow fundraisers a great deal of freedom as long as the fundraiser stays within the general parameters of the fundraising campaign. Each strategy has its own merits, however there are some common elements that should be included in all fundraising calls.
Getting a foot in the door.
The first step in most calls is the greeting. Usually the fundraiser identifies their self and the group which they are calling on behalf of. This step should be gotten through quickly but not rushed. The realities of the campaign will dictate how the fundraiser proceeds with the introduction. In some cases the introduction can be delayed until after the a basic description of the organization and its funding need is made. Promise to be brief with your call and stick to this promise./
Expressing gratitude.
The next step is to thank the donor. Whether its a simple thank you for taking the call or a more elaborate thank you for past contributions and supporting the cause, this is an important step. Sincere and elaborate thank yous let the donor know that their help is appreciated. Thank yous also tend to extend the call; people rarely hang up on callers while the caller is praising their support and reaffirming their decision to support the cause. Additionally, the longer a donor stays on the phone, the more likely they are to make a contribution.
The reason for the call.
Next, quickly go into some of the current issues faced by the organization and what is being done about these issues. Don't skimp on the details but don't speak in a monotonous way either. Express some real interest in the cause. Listen for cues from the donor during this and all stages. If they agree with something you're saying; elaborate on the subject. Build rapport. Remember; men and women process information differently. Read other posts on this site to find out which language to use for each kind of donor. Alternatively, if the donor indicates that they're busy; acknowledge that. Repeat that you'll be brief or just get right into your first donation request.
Going for the donation.
The first ask. Given the reasons stated above make a solid ask for a minimum of 3 times highest past gift. Be assertive and let the donor respond. Don't laugh, don't whine. If the need is real, the request should be real as well. Defend your request if required to; don't just lower it. Defending the amount of the first ask gives instant credibility to the importance of the issue, In fact, state that the reason you're requesting a large donation is because of the serious nature of the issue, Only then begin to lower the amount that your'e requesting.
A second attempt.
The second ask. Quickly elaborate on the need. Acknowledge that the donor isn't able to give 3 times their highest past donation. Considering the need, ask for 2 times the past donation. Again defend your request. The more legitimate you sound, the more likely the donor is to give you money. For many fundraisers lowering ask amounts deteriorates into desperation. Although this is a negotiation the need is legitimates and as a fundraiser you want to get the highest possible donation,
One more try.
The third and, not necessarily, final ask, This is where the fundraiser asks the donor to meet the level of their last contribution. This is obviously the level that the donor has been comfortable giving at in the past. Again stress the need and elaborate on the potential consequences of not reaching an adequate level of funding for the campaign in question.
Taking no for an answer.
If stopping here, without securing a donation, take the time to sincerely thank the donor once more. This establishes that you, the fundraiser and the organization, respect the donor no matter what they can or cannot give at the moment. This also helps to reinforce an attitude of respect and gratitude which should be extended to all donors at all times.
The forth ask and so on.
Many times a donor who can't match a previous donation will express regret that they simply cant afford the same amount. If applicable, ask for an even lower amount down to the minimum level of donation that can be taken on a specific campaign. Remind the donor and yourself that every donation, no matter what size, counts. After all in most fundraising campaigns, the many small donations greatly out number the amount of money which is generated by the larger ones.
Get it on a credit card.
The credit card ask. Credit card donations fulfill instantly. There are no pledge cards to send out. Obviously securing a donation on a credit card is favorable to a mailed in pledge card. Credit cards on the phone are favorable to online donations as well; donors can easily be distracted and forget to make their donation.
Ease their mind.
Security is the main concern with credit card donations, Donors are rightfully fearful of identity theft. Every call center has methods in place to protect the credit card information of donors. Patiently explain these procedures as well as why credit card gifts are the best gifts that donors can make.
Be prepared to further explain the value of credit card donations and their secure nature. Many donors will give by credit card once they have been properly assured of security measures. If not, follow your organization's standard pledge card procedure.
Wrapping up the call.
Again, take the time to sincerely thank the donor for their help. Answer any additional questions and then politely end the call. Following this method on every call improves dollars raised as well as the quality of each outbound call.
Getting a foot in the door.
The first step in most calls is the greeting. Usually the fundraiser identifies their self and the group which they are calling on behalf of. This step should be gotten through quickly but not rushed. The realities of the campaign will dictate how the fundraiser proceeds with the introduction. In some cases the introduction can be delayed until after the a basic description of the organization and its funding need is made. Promise to be brief with your call and stick to this promise./
Expressing gratitude.
The next step is to thank the donor. Whether its a simple thank you for taking the call or a more elaborate thank you for past contributions and supporting the cause, this is an important step. Sincere and elaborate thank yous let the donor know that their help is appreciated. Thank yous also tend to extend the call; people rarely hang up on callers while the caller is praising their support and reaffirming their decision to support the cause. Additionally, the longer a donor stays on the phone, the more likely they are to make a contribution.
The reason for the call.
Next, quickly go into some of the current issues faced by the organization and what is being done about these issues. Don't skimp on the details but don't speak in a monotonous way either. Express some real interest in the cause. Listen for cues from the donor during this and all stages. If they agree with something you're saying; elaborate on the subject. Build rapport. Remember; men and women process information differently. Read other posts on this site to find out which language to use for each kind of donor. Alternatively, if the donor indicates that they're busy; acknowledge that. Repeat that you'll be brief or just get right into your first donation request.
Going for the donation.
The first ask. Given the reasons stated above make a solid ask for a minimum of 3 times highest past gift. Be assertive and let the donor respond. Don't laugh, don't whine. If the need is real, the request should be real as well. Defend your request if required to; don't just lower it. Defending the amount of the first ask gives instant credibility to the importance of the issue, In fact, state that the reason you're requesting a large donation is because of the serious nature of the issue, Only then begin to lower the amount that your'e requesting.
A second attempt.
The second ask. Quickly elaborate on the need. Acknowledge that the donor isn't able to give 3 times their highest past donation. Considering the need, ask for 2 times the past donation. Again defend your request. The more legitimate you sound, the more likely the donor is to give you money. For many fundraisers lowering ask amounts deteriorates into desperation. Although this is a negotiation the need is legitimates and as a fundraiser you want to get the highest possible donation,
One more try.
The third and, not necessarily, final ask, This is where the fundraiser asks the donor to meet the level of their last contribution. This is obviously the level that the donor has been comfortable giving at in the past. Again stress the need and elaborate on the potential consequences of not reaching an adequate level of funding for the campaign in question.
Taking no for an answer.
If stopping here, without securing a donation, take the time to sincerely thank the donor once more. This establishes that you, the fundraiser and the organization, respect the donor no matter what they can or cannot give at the moment. This also helps to reinforce an attitude of respect and gratitude which should be extended to all donors at all times.
The forth ask and so on.
Many times a donor who can't match a previous donation will express regret that they simply cant afford the same amount. If applicable, ask for an even lower amount down to the minimum level of donation that can be taken on a specific campaign. Remind the donor and yourself that every donation, no matter what size, counts. After all in most fundraising campaigns, the many small donations greatly out number the amount of money which is generated by the larger ones.
Get it on a credit card.
The credit card ask. Credit card donations fulfill instantly. There are no pledge cards to send out. Obviously securing a donation on a credit card is favorable to a mailed in pledge card. Credit cards on the phone are favorable to online donations as well; donors can easily be distracted and forget to make their donation.
Ease their mind.
Security is the main concern with credit card donations, Donors are rightfully fearful of identity theft. Every call center has methods in place to protect the credit card information of donors. Patiently explain these procedures as well as why credit card gifts are the best gifts that donors can make.
Be prepared to further explain the value of credit card donations and their secure nature. Many donors will give by credit card once they have been properly assured of security measures. If not, follow your organization's standard pledge card procedure.
Wrapping up the call.
Again, take the time to sincerely thank the donor for their help. Answer any additional questions and then politely end the call. Following this method on every call improves dollars raised as well as the quality of each outbound call.
Monday, May 12, 2008
Emotional Manipulation In Fundraising
BethDunn just wrote a great post about mail fundraisng appeals and two schools of thought that are applied to them throughout the industry.
On the one hand there is the practical appeal to a donor's sense of logic and decency. On the other hand, there are the emotional appeals dripping with manipulation sent out to shock or shame a donor into action.
While On Fundraising's primary focus is telephone fundraising, this subject matter is relevant to On Fundraising for two reasons.
Mail appeals and phone appeals are generally part of the same campaign. Sometimes a donor is called first, other times they'll get a mailer and then a follow up call.
Increasingly donors are savvy enough and self-aware enough to take strong offense at the manipulative tone of fundraising letters. We live in an age where almost any information is available to those who want to find it. Todays activist donors do just that.
Donor's often know more about a subject than the front line people raising money for it. As well they should. So sending out these mail broadsides is certainly no good way to show respect for a donor's intellect or for their prior support.
The second reason this issue applies to On Fundraising, is that many telefundraisers mirror or amplify the sentiments expressed by these letters in a misguided attempt to manipulate donors into reactionary giving based solely on emotion. This works for now, however donors are self-aware and savvy enough to know when they're being manipulated. Surprisingly enough, they don't like it.
Todays donors aren't simply tithing blindly in the hopes that some good will come of it. More and more, donors support organizations as active participants in an effort to improve our world. How does a person like this feel when they receive a dunning letter dripping with sensationalized woe? Like a patsy.
All in all, these medieval scare tactics don't belong in modern fundraising. Yes psychology has its place in fundraising, but too often psychology is a euphemism for manipulation. Fundraisers who are good at their jobs are masters of speech, language, and persuasion. Its better to convince someone to give than to trick them into it .
http://smalldots.wordpress.com/2008/05/12/the-model-of-a-modern-major-fundraising-letter/
On the one hand there is the practical appeal to a donor's sense of logic and decency. On the other hand, there are the emotional appeals dripping with manipulation sent out to shock or shame a donor into action.
While On Fundraising's primary focus is telephone fundraising, this subject matter is relevant to On Fundraising for two reasons.
Mail appeals and phone appeals are generally part of the same campaign. Sometimes a donor is called first, other times they'll get a mailer and then a follow up call.
Increasingly donors are savvy enough and self-aware enough to take strong offense at the manipulative tone of fundraising letters. We live in an age where almost any information is available to those who want to find it. Todays activist donors do just that.
Donor's often know more about a subject than the front line people raising money for it. As well they should. So sending out these mail broadsides is certainly no good way to show respect for a donor's intellect or for their prior support.
The second reason this issue applies to On Fundraising, is that many telefundraisers mirror or amplify the sentiments expressed by these letters in a misguided attempt to manipulate donors into reactionary giving based solely on emotion. This works for now, however donors are self-aware and savvy enough to know when they're being manipulated. Surprisingly enough, they don't like it.
Todays donors aren't simply tithing blindly in the hopes that some good will come of it. More and more, donors support organizations as active participants in an effort to improve our world. How does a person like this feel when they receive a dunning letter dripping with sensationalized woe? Like a patsy.
All in all, these medieval scare tactics don't belong in modern fundraising. Yes psychology has its place in fundraising, but too often psychology is a euphemism for manipulation. Fundraisers who are good at their jobs are masters of speech, language, and persuasion. Its better to convince someone to give than to trick them into it .
http://smalldots.wordpress.com/2008/05/12/the-model-of-a-modern-major-fundraising-letter/
Friday, May 9, 2008
Myanmar Crisis.
Philanthropy online has recently published an article on the initial charitable response to the cyclone disaster in Burma. unfortunately bureaucratic red tape has slowed the initial response some; numerous organizations are preparing a herculean response that will save lives, and perhaps improve the domestic situation in Myanmar over the long term.
Events like these confirm the importance of fund-raising in general and telephone fund-raising specifically. Its one thing to hear about a tragedy on television and remind oneself to try and make a donation. Its quite another to receive a phone call as a situation is unfolding and have an opportunity to directly influence the outcome of that situation.
I participated in campaigns after hurricanes Rita and Katrina. I also worked on the campaign to provide relief to the victims of the Asian Tsunami, and issue of personal significance to me as I lived for many years in Indonesia. It is in times like this when innovative fund raising strategies can truly make a significant difference by fully funding humanitarian emergency relief efforts before a crisis can intensify.
There is nothing like a call to action.
Events like these confirm the importance of fund-raising in general and telephone fund-raising specifically. Its one thing to hear about a tragedy on television and remind oneself to try and make a donation. Its quite another to receive a phone call as a situation is unfolding and have an opportunity to directly influence the outcome of that situation.
I participated in campaigns after hurricanes Rita and Katrina. I also worked on the campaign to provide relief to the victims of the Asian Tsunami, and issue of personal significance to me as I lived for many years in Indonesia. It is in times like this when innovative fund raising strategies can truly make a significant difference by fully funding humanitarian emergency relief efforts before a crisis can intensify.
There is nothing like a call to action.
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.
Are there any special incentives that your telephone campaign is offering that my not be available if a donor gives online?
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.
How about the absolute truth?
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.
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.
- A donor can hear the wheels turning in your head.
- Professional fund-raisers should know the answers to common objections before they arise.
- 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.
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.
Saturday, December 15, 2007
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 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.
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