Four Ways to Maximize Fundraising Efforts Via the Telephone

1. Current Donor Cultivation. When discussing this program, the three main opportunities Drushell focused on were new-donor conversion, monthly donor conversion and net-income generation.

* For new-donor conversion, the objective is securing a second gift. Drushell advised targeting newly acquired donors that have given no less than $15 via any channel — he specified this amount because of the greater costs of converting donors via the phone. These donors should be contacted roughly four to six months after giving their first gift; the appeal should have a welcome message; and the case for support should present a timely and relevant need. Drushell said organizations can expect a 15 percent to 25 percent response on the front end. Of these responders, 70 percent to 75 percent are likely to follow through on the back end.