Phone Calls Build Donor Relationships and Boost Giving
Jun 05, 2024
People sometimes wonder why I am obsessed with using phone calls as a key tool in major gift fundraising. The answer is simple: it works. And it boosts giving and donor retention.
My mantra: "phone calls are a powerful tool for major gift fundraising."
I've seen firsthand how a simple phone conversation can make a positive impact on donor relationships and boost fundraising success.
Understand the power of phone calls
For many of older donors, who grew up in a time when landlines were commonplace, the phone holds a special and familiar place in their hearts. It was their lifeline for receiving news, connecting with loved ones, and even conducting business. Today, these same donors — typically born before 1985 — often appreciate the personal touch of a phone call from organizations they support.
While not every donor may prefer phone communication, for those who do, it presents a valuable opportunity to connect on a deeper level. Many of older donors are established and have entered a phase of life where giving back is a priority; a thoughtful phone call can go a long way in fostering that connection. However, I make it a practice to ask donors when I connect with them for the first time, "What's the best way for me to reach you?" That way you can be sure you're getting the right platform and ability to connect.
And don't make the mistake of some fundraisers do by assuming that a donor prefers one method over another because it is what you prefer. We are never our donors.
Over my career, I've built relationships with hundreds of major gift donors — with in-person meetings, phone calls, emails, letters or cards, and through their executive assistants or advisors. Once trust has been established, there have been many cases where I've been able to ask for and secure large 5-figure gifts over the phone.
Don't take my word for it - believe the phone data
Research shows that phone calls can be incredibly effective in raising more funds, increasing donor retention and speeding gifts along— even the simple Thank You Calls. Studies have revealed that donors, particularly in certain age groups, are more likely to respond to phone calls from nonprofits.
If you often reach for the phone to connect with donors, perhaps the data will convince you. Here are a few examples of the power of the phone:
Research from Data Axle: Although only 2% of younger donors say they want to be contacted via phone, 20% of donors aged 18-29 and 18% aged 30-44 say they donate in response to a phone call from a nonprofit. The same study also found that men are more likely to respond to a phone call (14%) than women (9%).
Research by Penelope Burk of Cygnus Research: In her test, 10% of first-time donors who responded to a direct mail solicitation were broken into a variable group. These donors received a phone call from a board member within 24 hours of receiving a donation. The control group received no phone call. Upon re-solicitation four months later, the variable group that received a call gave 39% more than the control group. And a review of the data 10 months later showed the donors who were called had given 42% more overall than the control group. In follow-up testing, the most effective callers at renewing were leadership volunteers (such as board members) and CEOs or Executive Directors, who consistently outperform students of fundraisers in tests of Thank You calls.
In reviewing data, Bloomerang noted that first-time donors who received no call from the nonprofit within 90 days were retained about 33% of the time. However, for donors who received a single call within 90 days, retention increased to 41% overall. When donors had received a second call in 90 days, retention increased to 58% overall. Even better, the size of the second gift nearly doubles if at least one call is made (from an average of $50 to an average of $100) and the second gift arrived more quickly. With multiple calls from resulted in a second gift being made just 53 days after the first.
Use all the donor-connection tools available to create more impact
As a fundraiser, your job is to invite more people to support your mission and create more impact. Why wouldn't you want to use every powerful option to build relationships with your major gift or mid-level donors? You wouldn't dream of refusing to use email to connect with donors...
If you're someone who resists using the phone - take this as your invitation to push to the edge your comfort zone. One of the easiest ways is to start with a thank you call for a recent gift.
That's why I'm offering a special workshop: "Dialing Into Success: Strategies to Crush Phone Phobia" on June 20. I'll share practical strategies for overcoming phone phobia and empowering you in donor communication. Register here.
