As previously noted, if your phone program is primarily a fundraising solicitation tool, then the goal must be to raise as much money as possible.
That happens when all of the elements in a phone program support/enhance each other. We’ve talked about caller recruitment, training, scripting and pre-call mail or email. We’ve also talked about the “relationship” between the prospects, the organization/institution, and the caller.
Callers must be judged, primarily, on how they deal with and relate to the prospects. They are not evaluated just on the basis of how many calls they make in a session and/or how many dollars they raise. Of course those latter two elements are important, but emphasizing the number of calls doesn’t allow callers to use their judgment and give their attention to prospects who might (now or later) make significant commitments; and, just emphasizing the dollars would encourage callers to end seemingly unproductive calls … without a thought about the future of the “relationship.”
When two people are engaged in conversation, there is a relationship that exists between the parties, a relationship that should grow as the conversation becomes more meaningful. And, even though there is a script to be followed, it’s how the caller uses the script and his/her voice (tone/inflection) that engenders a “connection” between the caller and the prospect.
If the caller uses his/her voice properly, and creates/maintains the relationship with the prospect, then the dollar commitment becomes much more likely.
This leads us to another consideration. It’s easier for two people to establish a relationship if they feel that they have “things” in common … or, at least, don’t feel as if they don’t have anything in common.
For example, how uncomfortable do you feel when you call a company’s customer service center and wind up speaking to someone from a different country/culture? There’s often something missing in that conversation … a connection, a feeling.
Another example relates to generation. When I was growing up I was taught that, when someone says, “Thank you,” my response must be, “You’re welcome.” So, when I thank someone and their reply is “No problem,” there is a disconnect, a discomfort … a minor discomfort, but still, a discomfort. If, then, there are other such disconnects, chances of establishing a “productive” relationship are further reduced.
Speaking with someone whose culture matches or is similar to yours is a major factor in creating the comfort level that allows the creation of a “relationship.” I am not suggesting that callers are only assigned to prospects with identical cultural profiles, even considering the “difficulty” of making that happen, but I am suggesting that some emphasis be placed on that issue during caller training, and some consideration be given to caller/prospect assignments.
We’ve seen movies/tv that showed telemarketing/calling centers where every caller had his/her own carrel, separated from all the other callers. We’ve also seen public television fundraising where all the “operators” are sitting next to each other. I favor the latter arrangement for callers, where they are being reinforced in what they’re doing by others doing the same thing. Callers are working together to achieve a goal.
Callers should be working in a comfortable environment: comfortable chairs, headsets instead of handsets, the ability to take breaks when they need to, with drinks and snacks available.
And, since you want to keep the callers who are “relationship builders,” those who bring in the dollars, they should be paid enough to keep them from going elsewhere where they can be better paid.
Three final thoughts: (1) Telephone fundraising is serious business and should not be conducted in a “party” environment or with a “let’s-have-fun-mindset; (2) There is one person who is as important to the success of a phone program as the caller, that’s the person who trains the caller and provides ongoing supervision, training, and evaluation; and, (3) an effective phone program can get prospects to make multiple gifts during the year … obviating the need for the terms “annual fund,” annual giving” and “annual gift.”
Any thoughts/questions ?? Agree/disagree ??
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