Case Studies: Productivity Improvement
We have a large donor base and we know we could be using our Telefundraisers in a more significant way. What improvements do you recommend?
Problem/Situation
Teledirect Partners conducted an assessment of the call campaigns and the results that the department was producing. Teledirect Partners determined that, although the department was producing a volume of telephone calls that was appropriate, it was treating all donors equally.
Solution
Teledirect Partners recommended that the organization consider a program that segmented the donor base into categories according to the value and commitment the donor represented.
The result of the acceptance of this recommendation was the implementation of a Major Donor Program. For this program, Teledirect Partners developed and delivered a series of call scripts, a customized training program, a feedback and development process, and a report that tracked and highlighted the results of the campaign. The donor base was segmented and donor categories were selected. Callers were selected based on skill level and ability to work in new and slightly less structured environments. They were trained using the customized training module. A test campaign was conducted and analyzed.
Results
Donor response was excellent. 82% of the donors said ‘yes’ to the invitation to join a major donor group. And all were receptive to receiving monthly telephone calls from a specific Telefundraiser. The donation level kept pace with the goals set for the program. Telefundraiser response was excellent. The fundraisers were pleased that they were able to establish a personal relationship with the most important donors. Based on the results of the test campaign, the Major Donor program was extended to include all major donors.
