Making the Right Call

Now, like many, I'm a bit skeptical about this channel. It costs more than mail. It tends to be legally cumbersome and can be upsetting to donors. Plus, fulfillment results can be unclear and difficult to analyze. However, those observations relate to telemarketing as a stand-alone strategy.

So, we carefully tested an integrated mail/phone/mail approach and found that a strategically timed and meticulously controlled model produced a much better response and the highest ROI of any campaign tested.