Conference Program

Conference Program

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TRACK • Individual Giving

The sound of authenticity: a closer look at telemarketing donor retention

Thursday 23 Feb 2023 - 9:10 am to 10:10 am

  • General Fundraiser (all fundraisers)
  • Intermediate (2-7 years experience)

Over the past year, the Royal Flying Doctor Service has been conducting A/B testing of their Regular Giving Conversion telephone providers. Looking beyond metrics such as conversion and contact rate, we’ve audited hundreds of telephone calls and dug deeper to look at the impact that phone fundraiser behaviour has on a donor’s long-term retention.

In this presentation we’ll explore our findings from a year’s worth of call auditing, along with data from the Benchmarking project, to see how we can improve telephone fundraising donor retention as a sector. We will explore the significant role phone fundraisers play in shaping the donor’s experience and ongoing commitment to giving. We will explain the key differences between a ‘high-retention’ and ‘low-retention’ phone fundraiser (including some surprising discoveries!).

With refused call rates on the rise, and the cost of acquisition on the phone increasing, we will also explore how charities can work with their telephone agencies to inspire the best quality donors to join your cause.

Individual Giving Track Sponsored By:


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