Posted on Tue, Aug 10, 2010
By Chrissy Hyre, Telemarketing Account Executive
Yep, there is good news about telemarketing fundraising. You see, every time your donor answers your call; you've gotten her “inside the envelope.”
But that's just the beginning: you have to keep your donor’s attention long enough to make your pitch and secure a pledge. No small task, considering the distaste many folks express toward sales calls and the fact that somewhere ... sometime ... someone is just sitting down to eat!
Don't worry; you don't have to give up! You see, just like direct mail or email fundraising, there are best practices I can share based on millions of fundraising calls with donors over the years. So whether you are raising millions of dollars using trained professionals, or running a yearend phone bank with a group of volunteers, let these four tips guide you.
1. Keep it simple. As you write your script, use this as your rule: short, simple, specific. Resist the urge to cut and paste your most recent direct mail appeal into a script format. Telemarketing works best when it is a conversation. Use easy, casual language, be direct and clear (especially when making the ask!) and get to the point as quickly as possible. If you're not sure, read your script out loud and see how long it takes and if there are words that make you stumble.
2. Put your best foot forward. It’s hard to keep someone on the phone, so be smart with your questions. Be sure to show appreciation for your donor by thanking her for past support. Show her she is a vital member of your organization by using language like “I’m sure you agree that….” It conveys a similar message, but doesn’t open the door to a hang up.
3. Pay attention. Telemarketing is special in that it provides real two-way communication -- so make sure you are listening to your donors and not lecturing them. Whether you are making the calls or monitoring them, pay close attention. Is something coming up over and over? Perhaps in January it was the tragedy of the earthquake in Haiti, or in May donors talked about the horror of the Gulf oil spill. If it’s mission appropriate, update your script ASAP. Updating calling materials only takes a few hours, not the weeks it takes to get a new package in the mail. And if it’s not, make sure your callers have a great response at hand to let donors know that their support for your organization is still incredibly important.
4. After the call. It doesn't end when the donor says yes and makes a pledge. And as much as we all love getting that credit card donation during the call, it's just as important to make sure the checks are mailed to you. That's why the most important thing you can do is make sure that your pledge letters and pledge reminders are mailed to your donors on time. Your donor made a commitment and you need to honor it by getting the pledge package in her hands quickly or risk losing the donation.
And here’s one last tip from me to you: Ask for the money! Even if you have a charming demeanor, a tightly honed pitch, and a news-worthy issue that keeps your donors on the phone for hours, if you don't ask clearly and directly, you've just wasted everybody's time.
Posted on Tue, Aug 03, 2010
By Jenny Allen, VP of Client Services
I don’t know what phobia keeps you up at night, rats, bats, spiders, or even needles and/or dentists, but what I’m afraid of as a direct marketer is...
That’s right I am afraid of kitchen garbage cans. They have the potential to kill any direct mail package we send. As direct marketers we know that the packages we create and send can make or break our client’s cash flow budgets. That if we are too boring, too cerebral, or say too much anyone can dump our work of art (read: heart and soul) into the trash as they sort the evening’s mail.
So in dealing with my phobia I did some research which tells me I only have 8 seconds to get and keep someone’s attention … but if I can get it, I may have as long as twenty minutes. So with this information in mind what are the things that I can do to ensure that I use that 8 seconds wisely?
So I have come to the logical conclusion that, as fascinating as the letter, insert, and the reply may be, if I expect to have anyone read them I must make the teaser and the outer envelope irresistible. Now that was the easy part. The hard part is how we do this.
So here are my top seven things to remember when creating carrier art and teasers:
- It’s called a teaser not a lead – keep it brief and interesting.
- Break Expectations – move away from the DM standards. Some people call it innovation. I call it the “what the hell is this?” factor.
- Humor is subjective – tread carefully. When trying to be funny or tongue in cheek remember this little direct mail piece will be received by all types of people.
- If you use graphics or photos, don’t overdo it. The lead on the carrier images should also be teasers as to what is inside.
- Steal smart. Research what for-profit companies are sending. These folks have a lot of money to spend on testing and they use it! Look at the cable company, credit card, and/or bank promotions you get EVERY day.
- Kicking it old school – slick often does not work! How many four color carriers get mailed more than once?
- Renew – that simple word will give you so much. This is not a secret but if you are sending renewals, you better add the word “renewal” to the carrier – don’t think that people need to be tricked into renewing with cool treatments.
Here's one last bonus tip for you: Never stop testing your assumptions. Now, I’m positive that I am a genius, but I always like to have the data to back-up my assumptions.
What assumptions have you put to the test?
Posted on Tue, Jul 20, 2010
This is the first entry in a three-part series on getting donors attention. Check us out next week for our entry on direct mail teasers!
By Charlotte Kresse, Director, Interactive Department
As online marketers, we’re all guilty of it.
We spend hours working on strategy, copy, data segmentation, etc. only to think of our subject line as an after-thought.
But our brilliant message is all in vain if no one sees it.
Think of the subject line as the online version of the teaser on a direct mail envelope. In direct mail, someone decides in seconds whether to throw away a letter or open an envelope.
And a subject line often determines whether someone opens your email or clicks delete.
So, here are a few tips to help you write effective subject lines:
Front Page News. Take a look at headlines for inspiration and use what’s in the news. Any editor worth his salt knows how to write a headline that contains key facts in limited space to entice us to read on.- Action-oriented and Specific! Use deadlines, embrace action verbs, and be concrete about the issue at hand.
- Reel Them In. Use the subject line to connect with the recipient and bring the message closer to home. Localize messages by referring to their community or home state. “You” is always a powerful word in direct marketing or test including the recipient’s name.
- Size Does Matter! When it comes to subject lines, there is a good reason to keep it brief: there is a limit on characters that display in the user’s inbox. Keep your subject line at approximately 45-50 characters (or less, if you can!).
- From Line. Don’t overlook the “From” line. The most effective are from an actual person and include the organization’s name.
- Proof is in the Data. It is important to monitor your own success. Looking at the open rates of your own messages will help you glean what works for your audience.
- Test, Test, Test. Enough said.
There Is No Silver Bullet. What works today, may not be effective tomorrow. That means that even if you were able to write the best subject line in the history of email, you will still have to write a new subject line for your next message.
Final Thoughts
There is no magic formula. Something that’s highly successful for one campaign might underperform for another. Nonetheless, these tips will point you in the right direction. What tips do YOU have?