Remember Telemarketing?

The Agitator

Karin Kirchoff of MINDset Direct discussed telemarketing — “the ugly, redheaded stepchild of fundraising and acquisition” as she put it — in a recent FundRaising Success webinar. Here’s a report on what she had to say about how to use this ’70s and ’80s channel today. We rarely see or hear any chatter about telemarketing (search The Agitator for ‘telemarketing’ and you’ll see our meager coverage).

Telemarketing Case Studies #1

The Agitator

Last week I wrote about fundraising telemarketing , conceding that The Agitator had been neglecting the channel and promising to publish case studies our readers might proffer. Both organizations are successfully using telemarketing to recruit monthly givers, typically from new and newly renewed donors, as well as from their lapsed donor pool. For example, direct marketing Don''t Miss these Posts fundraising marketing metrics telemarketing premium

Multi-channel marketing and planned giving

iMarketSmart

No telemarketing. Instead, they are opting for a true multi-channel strategy. Communication Fundraising marketing Multi-channel marketing Planned Giving Planned giving Planned Giving Marketing strategy

Remember Telemarketing?

The Agitator

Karin Kirchoff of MINDset Direct discussed telemarketing — “the ugly, redheaded stepchild of fundraising and acquisition” as she put it — in a recent FundRaising Success webinar. Here’s a report on what she had to say about how to use this ’70s and ’80s channel today. We rarely see or hear any chatter about telemarketing (search The Agitator for ‘telemarketing’ and you’ll see our meager coverage).

Telemarketers Rally

The Agitator

Like tennis pros coming back from two sets down, telemarketers have rallied back from yesterday’s Are You Embarrassed post to score big time! “We’ve been using outbound telemarketing since 2007, however not until 2010 was someone solely responsible for this channel to give the time and energy to enhance it. But I completely agree that we’re pretty rubbish at championing our channel.&#. Well done, telemarketers … you deserve a raise!

Telemarketing Success … And More

The Agitator

Here’s a telemarketing success story provided by Operation Smile. Clearly this is much more than a successful telemarketing campaign. The key to this hugely successful campaign was expansion of channels to include the phone with tight integration of messaging and the timing across all touch points,” says Jann Schultz, Operation Smile’s Director of Donor Relations. But it’s more than that, a point I’ll come back to.

Channel Manager Incentives: A Modest Proposal

The Agitator

When a siloed staff is channel-structured and channel-incentivized, the knives come out. And in the interest of maintaining their fiefdom, both online and offline channels can resist even the most basic of coordination like e-appends or asking donors about other preferred channels.

Single Channel Is Dead

The Agitator

None of these channels are dead. Nonprofits are still improving their use of direct marketing, phone, email, and other channels. What is dead is the use of one channel at a time to engage people. Steve preaches the multi-channel gospel fervently … I urge you to read his entire post. Boy, did Steve MacLaughlin at Target Analytics make today’s post easy! Here’s the lead from his recent blog post : “Direct mail is dead. Email is dead.

Channel vs. Identity: Two Go In; One Comes Out

The Agitator

Naturally, you do this by channel, since that’s how you’ll be spending money. Soon, you are thinking of digital donors, mail donors, telemarketing donors, as if it is the channel that defines the person who donates through that channel. Pretty soon, that’s how your strategy is organized; zooming in on ever-smaller channel fractals (e.g., This would be fine if channels were the best ways to organize donors. Channel doesn’t do that.

A Multi-Channel Renewal Strategy

The Agitator

Direct Marketing IQ has just published an excellent fundraising guide, titled The Art & Science of Multi-Channel Fundraising. Nine chapters plus eight case studies on how to pull together direct mail, online, social media, mobile, telemarketing and more for high impact fundraising campaigns. Donor retention — Creating the Multi-Channel Donor Renewal Campaign.

Using fundraising thermometers in multi-channel and multi-goal campaigns

DonorDigital

PETA made the most of the challenge by rolling out a multi-channel campaign to their constituents: direct mail, telemarketing, and online. In direct mail and telemarketing, PETA explained to constituents that there was a $500,000 match opportunity.

Integrating channels to spark hot monthly giving programs

DonorDigital

And when nonprofits are looking for an area in which to focus investments around integrating channels and campaigns, monthly sustainer recruitment is one that can see a big payoff from a well-integrated and multi-channel program. Campaign/message integration across multiple channels.

A New Landing Page, Just for Fundraisers

EveryAction

Fundraising professionals often have enormous workloads, so it's critical that they're able to quickly access top-line data about their various fundraising channels and easily accomplish related tasks.

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Spending On Retention Marketing

The Agitator

The preferred channels for retention investment were email. social media and direct mail, as this chart indicates: Direct mail Donor acquisition Donor retention / loyalty / commitment Online fundraising and marketing Telemarketing premium

5 Ways You Can Get Meetings with Major Donors (Even When They Won’t Answer their Phone)

iMarketSmart

recognize that if you are only calling once via one communication channel you are actually doing a disservice to your donor. Reach out via multiple other channels.

Direct Mail Hanging In

The Agitator

Even so, direct mail pulls a better overall response than digital channels. For the 53% of Agitator readers who have been in the fundraising biz less than ten years, yes, telemarketing lives!

Paths to year-end fundraising success in a multichannel world

DonorDigital

I say this all the time and while direct causation is sometimes difficult to track, I stand by the principle that truly donor-centric communications allow donors to access information in the channel they choose. Integrated Fundraising Online Fundraising lightbox multi-channel year-end

Paths to year-end fundraising success in a multichannel world

DonorDigital

I say this all the time and while direct causation is sometimes difficult to track, I stand by the principle that truly donor-centric communications allow donors to access information in the channel they choose. Integrated Fundraising Online Fundraising lightbox multi-channel year-end

Minced Pie And Fundraisers

The Agitator

The memory came flooding back last week as I read Tom’s post on telemarketing …. … And so it goes with telemarketing, Face2Face, long letters, bold messaging … you name it. Poorly prepared and executed telemarketing harms, not helps. In short, have we abandoned ‘active’ channels in favor of the safe and passive? direct marketing Don't Miss these Posts fundraising nonprofit management telemarketing

What we learned about multichannel fundraising from raising money at year-end

DonorDigital

Many programs we manage experienced strong revenue growth in their online channel, driven by Giving Tuesday, as well as other tried-and-true techniques such as matching gift challenges, website lightboxes and homepage takeovers, improved donation pages, an increasing volume of email appeals, better mobile optimization, advertising and retargeting, and coordinated social media engagement. Based on first gift, who is most likely to convert to another channel?

Donordigital Goes Secret Shopping

The Agitator

Most organizations did integrate new online donors into their other channels, notably direct mail, but the communications “rarely appeared to be integrated” and these follow-up communications (2nd gift requests) were often. communications direct mail direct marketing Don''t Miss these Posts donor retention fundraising nonprofit management online fundraising research telemarketing You Deserve a Raise premium

Are You Embarrassed?

The Agitator

Kristen Smith from the US talks about successfully using the telephone to reinstate lapsed donors (and she means really lapsed): “We also do both reinstatement (2-5 years) and deep lapsed (6-10 years) telemarketing campaigns; the names we bring back on via these campaigns also have much higher value than other names acquired via telemarketing.&#. Telemarketing. To nonprofit organizations … are you using telemarketing?

Going Mainstream?

The Agitator

Perhaps the more significant comments were that: 1) triple digit growth was a thing of the past (probably because channel shifting has already. Don''t Miss these Posts fundraising online fundraising telemarketing premium A couple of days ago, the Chronicle of Philanthropy excitedly announced that online fundraising has gone “mainstream” Wow, I thought … can’t wait to see the tsunami of dollars raised.

Resolved: No Fundraising Silos

The Agitator

We picked this recent comment from Steve MacLaughlin at Blackbaud, who talks about the imperative for nonprofit fundraisers to embrace multi-channel fundraising. Use of multiple communication channels reflects the real world of donors … if not yet the real world of some nonprofits! Here’s what Steve has to say: “Is it channel conflict or cognitive dissonance? There is way too much philosophical debate on which channel should get the credit for the gift.

4 simple concepts that can help you raise sophisticated transformational gifts

iMarketSmart

I like this blog post written by Greg Ring over at The Giving Crowd. . In it, he outlines his Four C’s of Successful Fundraising. Although, I’m not sure why he calls it that since there are a lot more than four C’s in the post.

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The Skinny on Direct Marketing 101 – The Basics: A Participant’s View

DonorDigital

Amy Padre (Avalon) presented a great case for including online in all integrated communication channels. Testing, appropriate messaging and making it easy to stay involved will bring in those multi-channel donors that have more value. Mark Mitchell (SD&A) debunked many of the myths surrounding telemarketing. Telemarketing is selling what you don’t want. Integrated Fundraising direct marketing DMAW telemarketing

Acquisition Topics

The Agitator

The channel/medium –. Acquisition direct mail direct marketing Don't Miss these Posts email marketing fundraising marketing metrics nonprofit management online fundraising telemarketingRoger and I have begun preparing a series of posts focusing on donor acquisition. Here is a list of topics we plan to cover … although perhaps not as systematically as this outline might suggest. We’ll probably jump around as events, bloggers and our readers inspire us.

Integration: Fundraising’s Elusive Grail

The Agitator

Convio has just released its latest Integrated Multi-Channel Marketing Study and it’s well worth a careful read. Using online survey data from 123 nonprofits, backed by 15 in-depth interviews, the Survey explores key success factors for organizations of all types and sizes that are already engaged in integrated, multi-channel marketing. Integrated, multi-channel marketing isn’t just something nice to do.

3 Questions Environmental Organizations Should Ask When Evaluating a CRM

EveryAction

Younger, modern donors are much more active in driving the giving process and expect a multi-channel approach to interaction, increasingly favoring online channels. Once you’ve made the decision to search for a new CRM for your nonprofit, the task can seem daunting.

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What Is Integrated Marketing?

The Agitator

This meeting of the offline and online channels – and ensuring consistent, coordinated communications across both of them — represents true integrated marketing.&#. Accomplishing that enables fully personalized interaction with the individual donor, through the optimum combination of channels. Responses to online action alerts can drive segmented fundraising appeals … in any channel. The Dual-Channel donors had higher lifetime values still ($877).

Not Until Your Mail Planning Is Done

The Agitator

Now, I do not want you to read her article until AFTER you are sure you’ve crossed all the "t’s" and dotted all the "i’s" on your year-end direct mail, email, and telemarketing appeals … to say nothing of your calls to major donors. Social Media Fundraising As Part of A Multi-Channel Strategy. Some things never change … regardless of the channel.

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Important Insights for Marketing Impact: Part 1

Getting Attention

This laser focus on data parallels the growth of nonprofits’ use of social media and mobile channels—whether whole-hog or in experimentation mode. You’ll find lists of must-measures for your website, blog, direct mail, telemarketing, social channels.

New Generational Giving Data

The Agitator

Overall, the data reinforces the common perception … younger donors are more "electronic" in their channel preferences and use (and interestingly, that includes receptivity to telephone solicitation). And whereas Matures list their sources of information about their "top charity" as mail (49%), emails/e-newsletters (24%) and websites (14%), for Gen Y the corresponding channel preferences are mail (26%), emails/e-newsletters (29%) and websites (36%).

Terrible Fundraising Headline

The Agitator

And any organization hoping to survive another decade had better be mastering the online channel. Indeed, as we noted in our post, the name of the game is recognizing that many, if not most, donors will ultimately respond to and use multiple channels for their giving, and nonprofits need to be strategically attuned, organized structurally and prepared with the necessary skill sets to operate in that integrated environment. I love Todd Cohen’s Philanthropy Journal.

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5 Tech Best Practices Universities Should Use To Keep Alumni Connected

EveryAction

While the internet is an incredibly popular way of communicating with alumni, classic direct marketing techniques such as Direct Mail and telemarketing continue to form the backbone of many fundraising programs.

5 Tech Best Practices Universities Should Use To Keep Alumni Connected

EveryAction

While the internet is an incredibly popular way of communicating with alumni, classic direct marketing techniques such as Direct Mail and telemarketing continue to form the backbone of many fundraising programs.

Get Attention With Your Next Multichannel Campaign

Getting Attention

Coordinate messages across channels to track response. For example, if you’re releasing an email appeal, post the same call to action on one of your social media channels for a short time after the email goes out. Caveat: Since each channel has a different tone, style, and posting length, it’s important that you repurpose calls to actions that are appropriate for each channel. Telemarketing. Thanks to co-guest-bloggers Amy Sample Ward and Allyson Kapin.

Direct Mail Is Dying. Again!

The Agitator

If you have a reasonably sophisticated direct response fundraising program, you are probably using direct mail, online solicitation, and telemarketing … each to varying degrees of success in different fundraising contexts. P.S. In fact, we have a DonorTrends white paper that examines donor preferences across generations in terms of giving channels. Here’s another prediction of the death of direct mail, as reported on frogloop.

Online Giving Surges For Haiti

The Agitator

One hopes that the humanitarian organizations, in the first instance, are able to channel the funds raised so quickly to equally fast and effective relief on the ground in Haiti. Tags: Don't Miss these Posts charities direct marketing email marketing fundraising mobile advocacy nonprofit management nonprofits online fundraising social networking telemarketing

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Holiday Online Giving Will Top $4 Billion

The Agitator

Tags: Don't Miss these Posts Hot Research charities direct mail direct marketing email marketing fundraising nonprofit management nonprofits online fundraising online publishing social networking telemarketing

EveryAction Development: Make Your Fundraising Tools Work For You

EveryAction

As a major force behind this powerful, unified fundraising solution, Melissa is our go-to guru for learning how EveryAction Development is a better, more user-friendly platform to cultivate donor relationships, track major gifts, run direct mail & telemarketing campaigns, segment custom reports, and at the end of the day, raise more money. You can manage all your donors in a single place regardless of what channel you acquired them.

“Copy & Paste” Toward Oblivion

The Agitator

It’s because it seems to be growing in importance, and may be affecting (positively and negatively) the more traditional channels like direct mail, print and telemarketing. Tags: Don't Miss these Posts DonorTrends charities communications copywriting database marketing direct mail direct marketing donor retention fundraising loyalty nonprofit management nonprofits online fundraising pew internet project social networking telemarketing

Social Media: What Priority For Fundraising?

The Agitator

" So where do you come out on social media as a marketing or fundraising channel? Tags: Don't Miss these Posts blogging branding communications email marketing new media nonprofit management online activism online advocacy online fundraising online publishing online video social networking telemarketing Our previous posts this week have been pretty positive about social media, their penetration, and their potential marketing (and for us, that means fundraising) contribution.

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