Telemarketing Case Studies #3
I promised some telefundraising case studies awhile back, but then got distracted by all the usual direct mail and online fundraising stuff.
But a promise is a promise, so here’s another case study from Gabe Raff, director of telemarketing strategies at Chapman Cubine Adams & Hussey (CCAH).
Gabe’s case study involves building up the monthly sustainer program at EMILY’s List, the pre-eminent backer of progressive women candidates in US politics.
The challenge to EMILY’s List was figuring out how to best re-solicit ‘low-dollar’ donors (i.e., for optimum ROI) … an issue every nonprofit faces.
As Gabe put it: “When every dollar matters, how do you re-solicit low-dollar donors while devoting maximum resources to organizing, recruiting, training and building the infrastructure that is the engine of the organization?”
The answer for EMILY’s List was conversion to monthly giving. And the best approach, as Gabe describes in his case study, was/is telemarketing.
The newly recruited sustainers to EMILY’s List will generate nearly $1 million in net revenue by the end of the 2016 election cycle … all from donors whose previous individual gift was less than $100.
Compelling proposition (EMILY’s List) + smart technique (CCAH) = successful fundraising.
So simple!
Tom
Behavioral Science Q & A
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