A brief one on one conversation with a current or lapsed member offers a customized and personal touch that you can’t get with direct mail and email. Believe it or not – even in 2016, a well-planned Telemarketing Campaign remains one of the best methods of growing your membership program.
Have you ever utilized or considered telemarketing for your nonprofit?
Follow these simple “Do’s and Don’ts” to make your next telemarketing campaign a success!
DO: Utilize telemarketing for renewals and lapsed recaptures
A personalized contact with members is sometimes more successful than direct mail. Renewal and Lapsed telemarketing is not a “cold call” and is often more successful than other campaigns. In some cases, a brief phone conversation serves as a welcomed reminder of membership expiration and will prompt the member to renew. Telemarketing campaigns can be implemented very quickly—with proper planning, campaigns can be up and running in 2 to 3 weeks, if needed.]. Adding this personal touch to your renewal cycle or a “welcome back” to lapsed members can provide a boost in revenue and renewal rates.
DON’T: Think telemarketing is outdated or unwanted
A telephone conversation is the next best thing to being there in person and individuals are more likely to answer a call from an organization they already support. A brief call to thank members for their participation, update them on upcoming events or exhibitions or just ask for feedback about membership can all be positive ways to use telemarketing to make your members feel appreciated. Members who feel appreciated are more likely to renew and encourage their friends to join, visit or support your organization.
DO: Train and retrain
An effective telemarketing campaign will take place over a period of several months. As exhibitions open and close or events and seasons pass, your telemarketing team needs to be kept up-to-date. Evaluate and refresh your script monthly to be certain that the most recent and important information is being shared with your members. Be certain to have ongoing conversations with the team to address any questions, concerns, or member feedback.
DON’T: Be afraid to change it up
With telemarketing, it is very easy to change messaging and offers in real time. If something doesn’t appear to be working – switch it up. Update your script to lead with a different ice breaker. Change the offer to something more appealing. Schedule a monitoring session to evaluate individual callers to see if a switch needs to be made. Flexibility is key!
DO: Offer an incentive
A special and exclusive offer will sweeten the deal, encourage upgrading to higher levels of membership and entice people to join over the phone. Incentives don’t have to be costly. Discounts, free guest passes, parking passes, event tickets, exclusive tours, scooter and stroller rentals, ride passes – be creative. Remember that members want to feel special – so make sure your offer feels exclusive. Bonus – offer an additional incentive for upgrading to a higher level as well!
DON’T: Leave it up to volunteers to make calls
To maximize the success of a telemarketing campaign it is essential to have a professional firm who has been trained as direct representatives of your organization and is familiar with the climate and intricacies of phone campaigns. It’s important to ensure the firm has the ability and capacity to efficiently manage the call volume.
While volunteers can be a wonderful way to spread the mission of your organization, they are not always the best choice when it comes to phone campaigns. Many volunteers feel uncomfortable making a financial ask and often the volume of people who need to be reached is far too large for volunteers to effectively manage.
Volunteer phonathons and calling sessions can often be time consuming and labor intensive for staff. In the long run, bringing in a professional firm will be more cost effective as it both increases revenue and frees the staff and volunteers to use their time more effectively in other ways.
DO: Track member feedback
Telemarketing campaigns can be a wonderful way to informally survey current, renewing and lapsed members. Utilize a calling strategy that leads with a conversational ice breaker about your organization and membership. Ask leading questions about recent events, membership benefits, favorite part of your facility, etc. and briefly capture the responses. Professional calling firms can capture brief notes and reasons for non-renewals in reports and transaction files.
There is so much to be learned from a simple phone conversation that increases the value of a Telemarketing Campaign to an organization. What events do your members love? What member benefits are used the most? What is the reason for not renewing? Having these answers at your fingertips will help you structure and build your membership program for the future!
When and how to conduct a telemarketing campaign
Telemarketing can be a part of your renewal cycle, a way to recapture lapsed members, before a major event or exhibition, as part of first year renewal strategy or a “preemptive strike” to get blockbuster members to renew. Also, the phone is excellent for upgrading members or the Annual Fund Campaign for donor gifts.
Multi-channel campaigns perform best!
By coordinating Direct Mail, Email and Telemarketing timing and messaging, it will keep your museum, garden, zoo or science center at the top of your members’ minds increasing the likelihood that they will renew or rejoin!
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