Telemarketing … the ‘Necessary Evil’

Telemarketing also has proven to be an incredibly effective bed-fellow of the newest direct-response medium: e-marketing. There’s no better way to gain the e-mail addresses of current donors, nor is there a better way to convert e-mail activists into contributing supporters.

No other medium is as flexible as telemarketing. Once a direct-mail campaign is in the mail, or a mass e-mail has been sent out, you can’t change your message. The script of a telemarketing campaign, however, can be adjusted throughout the process. If one message doesn’t work, another can be tested. If the circumstances change, the script can be altered.