How to Improve Phone-athons

April 03, 2008

Making small changes to how callers conduct phone-athons can reap bigger gifts for universities and other charities, writes Naomi Marshall, an official at Academic Impressions, on the Future Leaders in Philanthropy blog.

Among her tips for improving phone-athons:

Express gratitude first. If the person you’re calling has been a past donor or volunteer, be sure to thank them for their involvement. (Ms. Marshall also suggests that universities consider “thankathons,” by which they thank donors for past contributions and don’t make any requests).

Be enthusiastic. “Put heart into your call, and make your listener believe that it really matters to you,” she says.

Stress the organization’s mission. Be sure to make a compelling case for why the money is needed and how each gift will make a difference, says Ms. Marshall.

Understand why a donor turns you down. If a donor says they’re not interested in contributing, be sure to ask why, says Ms. Marshall. Maybe you didn’t ask for the right amount, or perhaps they’re interested in giving to a different cause within the institution.

What do you think? Do you have other thoughts on how to improve phone-athons?

(Read What Donors Want to Hear by Chronicle columnist Bob Levey suggesting how colleges could get more from their telemarketing efforts.)

— Caroline Preston

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