Those damn telemarketers that call when you’re working on the final draft of an a business proposal, who call when you’re trying to settle the kids for the night, who call when you’re trying to enjoy a quiet night with the family. Love them or hate them, they all have a job to do, and no not it’s not to disturb you; it’s a bit more than that.
Every telemarketer is doing their job, the same as you do everyday you head off to the office, but what is different is the telemarketer is seen to be intrusive.
When it comes to charities using the telephone to raise money (and awareness) they’re using one of the most cost effective ways possible. Yes, using the phone can be more cost effective than envelope appeals and even bucket collections – but that’s something for another time; for now let’s focus on the use of the telephone.
We all know that charities, whether we’re part of one or a supporter need to reach the most people in the shortest time, at the lowest cost, and the phone seems to win hands down on cost per hit. But, how can charities better make use of, and help reduce the angst, the negative impact it’s use can cause?
Part of the role of telephone appeals is to raise awareness of the charity, the cause, and it’s beneficiaries. So why not use social media to help ease the path for those ‘pesky’ calls.
If a charity is using social media, why not use it to let people know of there upcoming telephone appeal, as part of their online activity they could ask their connections, followers and fans to let their friends know that a telephone appeal will be starting in their area.
It may work, it may not, unless charities start trying this approach we won’t know. It’s worth the effort – see it as part of the PR campaign.
Wouldn’t it be nice for telephone canvassers to be met with a warmer reception? Imagine what it could do, even if it resulted in only a 1 or 2% growth in donations it’s worth it – isn’t it?
Charities could be using social media to talk about their upcoming appeal, asking people what they’d like to see from the appeal – and ask questions about what causes people give to.
Dialogue and engagement will get people talking, this talk can and will likely lead to people be more receptive to a call. Sure, some people who see messages on FaceBook, Twitter, LinkedIn or any other site will give, others will also help pass the word, sharing with their friends and family.
Imagine if charities were to start using YouTube to talk about their appeal, maybe even including a “sample” or the telephone appeal – this would give an insight into what people could expect from a call.
Will it work? In short, yes it will. How well the use of social media be in supporting telephone appeals we won’t know until someone gives it a real shot.
Have you considered or used social media to support your telephone appeal? If so, how did it work out?