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Corporate telephone fundraising tips

 

With the recent demise of a well-known charity fundraising telemarketing company, you may well be sadly noticing a down turn in donations.

 

Logistically, it is invariably challenging and likely not to be financially viable, to target the domestic market; however it could be invaluable to consider some in house corporate telemarketing.

 

So here are some tips to help you create your in house corporate telemarketing campaign.

 

  1. Start small – by this I mean better to gather fifty corporate business details concisely, rather than setting an unrealistic goal of say a thousand. Ensure you collect the following: Managing Director’s name, email and telephone number as opposed to simply a thousand business names. You will then be far more likely to call say ten a week and you can build a rapport with your donating prospect.
  2. Practice what is known in sales as the “elevator statement”. This sales phrase is apt because a company representative should be able to explain what their company or charity does in the time it takes to travel from one floor to the next in an elevator.
  3. Jot down what your charity does, who benefits from your worthy cause and why funding is so crucial. You will soon have this mastered succinctly and ready as your telephone pitch.
  4. Before you get on the phone, be kind to yourself, especially if telephone fundraising is out of your usual comfort zone. Help yourself by not worrying if you blush, no one can see you, don’t worry if you stutter a bit, the confidence will soon come, and remember that after every no is a yes.
  5. I would recommend that if especially this is new to you to set a target which you can do daily or as frequently as possible; the key being consistency. You are likely to be wearing many hats so even if you make five a week that equals twenty a month.
  6. Be prepared that there will be some administrative follow up work such as logging prospective donors details into a call back system and indeed some people will ask you for an email.
  7. Don’t be daunted by the need to send an email, you have plenty of material such as your website address and your newly created elevator statement. Try to keep your emails interesting informative and personal.
  8. As your confidence grows you can ask prospective donors whether they support a charity already, when is their preferred charity choice up for renewal and indeed when is their year end. (Not all businesses have a traditional yearend in March and they may well have surplus monies which when allocated to a charity, that they in turn benefit from making donations for tax planning purposes.
  9.  Try speaking to the Managing Director or Financial Director; if you cannot reach him or her then try sending an email. If you have spoken to “Jane in accounts” then refer to that brief conversation in the email.
  10. Keep it modern, in most cases it is considered old fashioned to use Surnames plus by using first names, it puts you on an even keel with your prospective donor.     

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