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While a lot of organizations are amassing a great many donors and non-donor constituents online, most haven’t used the phone to communicate with them, Johnston says.
Oxfam Canada, an international development organization that supports community programs in food security, health, nutrition and democratic development, acquired 18,000 new donors who gave to tsunami relief. About half donated through a toll-free phone number, and half gave via the Web. The organization wanted to convert these emergency donors to a monthly giving program it devised. (For a more complete look at how Oxfam did this, see the sidebar.) HJC worked with Oxfam to test different combinations of offline and online “asks,” with different test segments to see which channels could best be used in combination with each other to get one-time donors to convert to monthly giving. The test groups were broken down into the following:
