Ah, 2020 – the year that has brought us so much: a resurgence of drive-in movies and home-baked sourdough bread; the ability to wear slippers and sweatpants to meetings; a rise in shelter pet adoptions, Brad Pitt’s unforgettable portrayal of Dr. Anthony Fauci, and now telefundraising tips.
But let’s not forget “Tiger King,” murder hornets, and toilet paper shortages.
Telefundraising tips in trying times
Every sector of the global economy has experienced challenges in this forsaken year, and the nonprofit world is no exception.
Uncertain times are always difficult for fundraisers. But if we’ve learned one thing in the COVID era, it’s the power of kindness, community, and generosity.
No matter the cause you’re working for, you can harness the 2020 zeitgeist in your favor with these timeless telefundraising tips and ensure that you hit those end-of-year goals.
1. Strategize to thrive
The recipe for a successful telefundraising campaign starts with a few key ingredients (no sourdough starter needed).
Donor engagement software
If you are doing multiple fundraising campaigns per year, you’ll want to invest in a robust donor engagement platform. It will assist you in organizing your lists of donors and prospects. Not only will it allow you to keep tabs on individual donors, but it will also allow you to segment and prioritize your data to ensure you are calling your best available data in this challenging time. Dynamic, segment-specific scripting and custom fields will allow you to tailor your asks and maximize engagement to drive maximum participation.
Plus, a great donor engagement solution can deliver additional features such as remote calling capability, multi-channel outreach opportunities, sophisticated cadence automation (aka, call scheduling –– more on that later), and much more to help you connect with donors.
As a fundraiser, you’re probably intimately familiar with your key calling segments. Still, it bears repeating: Prioritize your calls by first reaching out to the loyal donors who are most likely to respond positively, especially in these times. But don’t disregard your wider community of supporters and friends. We suggest contacting each group in the following order:
- Recent or past “leadership” donors
- Loyal donors of any contribution size
- Lapsed donors (LYBUNTs and SYBUNTs)
- One-time donors (beginning with the most recent)
- “Warm” future donors / never givers, i.e. those who have attended events, volunteer or considered giving in previous campaigns
- “Cold” future donors / never givers
Clip this ‘script’
Fundraising calls should be natural and conversational –– they’re not sales pitches. But it’s vital to provide reference points for those conversations. Don’t think of them as scripts, but rather structures to help guide the dialogue with your donors.
Ideally, a call structure should include:
- A sample courtesy statement or question to build rapport. This can be as simple as, Hi, this is Garrett from the Save the Ferrets Foundation. Do you have a moment to talk?
- An acknowledgment of their prior gifts or involvement with your organization. GuideStar experts explain that “Making them feel good about their involvement makes it easy to lead to another fundraising ask.”
- A short description of the specific problems and solutions you’re addressing. For example, $50 can’t feed every abandoned ferret, but it can buy a month’s worth of meals for a whole business of ferrets. Yes, that’s the term for a group of ferrets. (You’re welcome.)
- The ask itself: Will you consider a $50 gift to our furry business this season?
- Suggested responses to any possible objections callers may have.Begin by noting the most common hesitations, and update these often.
- A moment to stop talking and just listen. GuideStar urges you to “give the donor time to think, reflect, and respond. Avoid the temptation to jump in too soon and say something counterproductive, like: If that amount is too high, would you consider a smaller gift?” (Spoiler alert: that’s the fast-track to an immediate no-go.)
- A few words of appreciation. Thank them for their gift, their time, their feedback –– whichever applies.
- Important questions to ask at the end of the call. For instance, is their contact information up to date? Do they have any further questions? Do they have suggestions to improve their experience?
Plan your calling schedule
If most of the contacts on your list are working professionals, making your calls in the evening –– not too early or too late –– is probably best. We think of it as post-rush-hour, but pre-Netflix-binge. And if you’re contacting people in different time zones, be sure to schedule your calls accordingly.
Consider a multichannel approach
Depending on your budget and your donor base, you might want to support your phone campaigns with follow-up texts or emails. If you haven’t yet integrated video communications into your existing multi-channel outreach approach, this is the perfect time to do so. Or, you might use telefundraising as part of a larger campaign that includes direct mail and live (or virtual) events, as well as email, social media, or other forms of digital marketing.
Big push? Recruit volunteers
Sometimes (even in the best of times), you’re short on staff to make calls. Why not have some of your Advancement Office colleagues volunteer a few hours each week to take to the phones and engage your alumni and donors directly. Peer-to-peer calling (alumni calling their fellow alumni) is also being implemented at a large number of schools and universities. This is a fantastic option for alumni that want to support your fundraising efforts but aren’t in a position to do so financially.
Plan a process to receive donations
Most donor engagement solutions include a payment gateway to facilitate donations via telephone calls. But there are other ways to do this, including automated follow-up texts and emails that push the donor to a URL or the “text-to-donate” method.
2. Craft kick-ass asks (with integrity)
As nonprofit consultant Alan Cantor put it, “There is indeed a way for nonprofits to offer support and to seek it at the same time.” (Harvard Business Review)
Make your case with grace
According to the Chronicle of Philanthropy, empathetic fundraising in 2020 begins with “acknowledging the difficult situation the coronavirus presents for all, especially those with significant investments in the financial markets.”
Depending on the state of the crisis (COVID or otherwise), your organization may decide to delay its campaign or shift its fundraising priorities. If you do go ahead with an ask, the Chronicle advises to “make your case for support, emphasize your long-term vision, and explain why your work needs support now.”
If you are involved in supporting a vulnerable population that’s particularly affected by the crisis, be sure to highlight in detail your ongoing efforts. Student crisis funds and associated projects often prove to be among the most enduring cases for support in times of crisis. Make sure to be flexible with your existing relationships, as well: you might want to offer options like deferring pledged gifts or pausing monthly donations.
Put your cause front and center
Your superpower is the unique work your organization does and the positive effects it has on your community. Keep that mission top of mind.
“Causes are special, so sell your cause. The money will follow,” explains Will Folsom on Nonprofithub.
They’re the hero, not you
“Fundraising is not about what a donor can do for you, it’s about what you can do for a donor, namely making them feel good about making a difference,” Folsom says. If you can understand a donor’s priorities, you can tailor your message to make them see why a gift to your organization is right for them. So work on your messaging with these donor-centric ideas in mind:
- Focus on what they can accomplish.
- Ask questions about their philanthropic interests.
- Offer to update them on the success of initiatives they’ve supported in the past.
- Encourage them to ask questions, and most importantly, listen.
Offer your donors benefits that provide value. “Even a thank-you is a benefit,” says GuideStar. Other perks might include:
- Challenge grants
- Invitations to events
- Exclusive newsletters
- Acknowledgment in publications
- Discounts from community partners and/or local businesses
- Thank-you gifts like branded merchandise (produced with in-kind donations from partners)
Cultivate team spirit
No matter the cause, soliciting donations can be a slog. Explore ways to keep your fundraisers motivated and energized, such as:
- Daily, weekly, and/or monthly goals, either in terms of amount of money raised or number of contacts dialed
- Individual bonuses or prizes
- Organization-wide incentives like parties, concerts, and sporting events
- Additional CV-building or earning opportunities
3. Prepare: training tactics for big breakthroughs
At its heart, telefundraising is a person-to-person interaction –– a two-way dialogue. While callers must convey vital information –– and the all-important ask –– clearly and comprehensively, it’s also important to be friendly, upbeat, and above all, respectful. Before you phone, remember to:
Focus on the donor
Put your relationship with the contact first. If they’re a longtime supporter, emphasize those ties. If they’re new to the supporter community, highlight the benefits of joining your community of donors. Use their name as often as possible, along with the word you. “This is about what the donor can accomplish, not your organization,” GuideStar notes.
Leave a voicemail
Real-talk: we all screen our calls, at least occasionally. But if you’re up for a real-time conversation, you can’t let a [beeeep] scare you away. So just leave a message: a thank you for their prior support, why you’re calling now, and your contact information. However, you should try again, and be sure to do so. “After trying three times…pop a quick note in the mail or send an email,” advises the folks at GuideStar. “This is still more personal than simply sending a cold mailing.”
Conversational is the word to remember. Although you may be calling a stranger, do your best to visualize a friend on the other end of the line.
Keep up the good vibe
Don’t forget to smile while you speak, and try standing up or walking around. Body language is always important, even if your caller can’t see you. It will go a long way toward communicating with positive energy.
Handle objections with connections
GuideStar advises to “Listen. Wait for a response. Empathize. Find out if this is the real reason for the hesitation. Suggest an alternative. Make another ask. Rinse and repeat.”
If a donor can’t commit to a gift, explore other possible ways to support the organization, like volunteer opportunities.
Practice to perfect
You can’t cold call without warming up. Start with the donors you know are already on board and use those conversations as practice. They’ll often be up to providing constructive feedback –– and you won’t need to worry about having a prospect hang up on you.
Now, dial-up some dollars!
“Nonprofits that have been strengthening relationships with donors, communicating clearly and openly, and making the most of technology have been preparing for a crisis like [COVID] for a while,” states the Chronicle of Philanthropy.
Just be assured that by adopting a people-centric approach (and following our telefundraising tips), your organization will get through just about anything –– pandemic, natural disaster, and alien invasion included.
After all, who knows what 2021 has in store?