To Call or Not to Call? The Do's and Don'ts of Telemarketing Fundraising

"Telemarketing for a long time was considered a stand-alone channel, but it really doesn't stand along anymore. Strategically integrated into a direct-response program, it will absolutely drive longer-term value, improve retention and, interestingly, give you that one-to-one feedback," Kirchoff said. "That's a lot harder to get with direct mail. Telemarketing is a great two-communication channel, which can often be overlooked."