Integrating Direct Mail with a Follow-up Telemarketing Campaign

Don’t forgot . . . you need to make a phone call.

Problem/Opportunity:
A rescue mission client was missing out on a promising opportunity to increase results by integrating telemarketing into their regular direct mail program. The organization was reluctant to add a telephone follow-up campaign to a direct mail impact, fearing donors would feel pressured by multiple contacts in a short period of time. They were concerned that their partners would be offended and refuse to give to either strategy. After explaining the successes our other clients have seen with integrated strategies, they agreed to a test.

Successful Strategy:
Even limited channel integration can significantly boost your fund-raising results. And telemarketing is one of the easiest ways to increase response, reactivate lapsed (or lapsing) donors and reinforce relationships with committed partners. Because it’s so cost-effective, phone calls should be part of even modest development programs.

With this client, several donor segments receiving a November general appeal were also included in a telemarketing campaign timed to coincide with the mail drop. Callers referenced the direct mail piece, explained the need in more detail and invited donor questions. The responses of this group were compared to those who received only the telemarketing strategy.

Results:
The group that received the integrated strategy had a 28% higher response rate than the group that received only the phone call. Their average gift was 9% higher as well. In addition, at the end of the telemarketing campaign the number of fulfilled pledges was 23% higher for the test group as compared to the group that received just the phone call.

This is just more evidence that multi-channel integrated fund-raising improves immediate results, overall donor satisfaction and long-term donor value.