Telephone fundraising arrived in the UK almost 20 years ago and is an established and successful fundraising method in the UK. It has proved its worth time and again for large and small charities, as the best way to communicate with existing and potential supporters, and of course to raise income.
Telephone campaigns typically generate 10 times as much income as a direct mail campaign to the same number of people. The reason for this is quite simple – a telephone conversation is more immediate, personal and interactive than a letter or email.
Most charities have to recruit their donors ‘from cold’ without being sure what interest donors may have in them, and they usually use direct mail for this first stage.
There are two big exceptions to this rule in the UK – cultural and heritage organisations, with whom we started working in 1997, and you – higher and further education institutions.
The huge advantage you possess over most UK charities is that you already have a database of potential donors who have a relationship with you – your former students.
Not only that, but you also have the very best people to make the phone calls for you on your doorstep– your current students.
That means you can use the telephone straightaway to transform your relationships with your alumni – bringing them closer to you as committed donors, supporters and advocates for your institution.
