Effective Telephone Fundraising: the Ultimate Guide to Raising More Money
I’m no more fond than most people of being solicited by phone at home, but I must confess that certain callers do keep me on the line longer and a really effective one will succeed in getting me to commit to a gift for a cause I care about. Of course, there’s an art and a science to this process, as is so often the case, and this book does lay it out carefully for the organization needing to go this route.
The author, Stephen F. Schatz, explains how effective telephone call “scripts” should be structured, with examples of what are effective phrases to use, and hints as to words that should be avoided. There’s psychology at play, too, and the effective caller will sense the appropriate motivators for each prospect. And for tough sells like me, there’s a guide to responding to various objections. Even prospects who decline to give or to donate at the desired level will frequently offer a wealth of information about their capacity or motivators, so Schatz outlines how to turn that to your advantage.
Telephone fundraising has had to evolve to keep up with changing lifestyles, new technology and increasing restrictions, but the interaction at the heart of each call still revolves around human relations and communications. Schatz organizes the underlying principles and good practices and presents them in a cheerful, supportive style that will renew a fundraiser’s enthusiasm for the challenge at hand. The book acknowledges that most effective development programs integrate a full spectrum of fundraising strategies (including, increasingly, interactive) but it will certainly help readers get the most out of their investment of time and money in dialing for dollars.
Effective Telephone Fundraising: the Ultimate Guide to Raising More Money, by Stephen F. Schatz, CFRE. Wiley