Lee Richards provides some pointers for effective telephone fundraising, including keeping how to keep staff motivated

Based in South Wales, Cerebra supports families with brain-injured children around the country.  I manage our team of 20 telephone fundraisers on two main campaigns: a lottery project and a donation card scheme. Telephone fundraising is a vital element of our overall business plan, as it generates the greatest income for our charity. I have noticed various action points that are crucial in keeping telephone fundraising activity productive – and also enjoyable for my staff.

1. Always measure KPIs

It’s vital that the telephone fundraisers’ pause or wrap times are not excessively high. They need to focus on the task at hand without distraction. Always set clear boundaries within key performance indicators, with your fundraisers, so they know where the goalposts are.

2. Congratulate often

Champion your fundraisers’ achievements. It makes them feel so much more valued, especially if it’s a slow day on the telephones. Another good idea is a ‘fundraiser of the month’ scheme, which will give special recognition to the fundraiser who has excelled in their activities. Make a real show of it and produce a certificate to present to your star performer.

3. Enable staff feedback

Regular team meetings are another way of ensuring staff know that they are valued and that their work makes a big difference to the charity. Such gatherings also represent an opportunity for them to air their ideas or grievances. Ultimately, their voices will be heard, which will boost morale within the organisation. Always remember to provide a written agenda with any other business to be discussed towards the end, so the meeting doesn’t descend into anarchy.   

4. Speak from the heart

Nobody likes to receive a telephone call where the person at the other end sounds like they are reading, parrot fashion, from a script. Actively encourage your staff to write out their own pitches. This will help them sound far more natural and human in their presentation to the donor. If they are communicating the presentation in their own words, they will sound far more genuine, which is hugely beneficial to the fundraiser.

5. Emphasise your unique selling points

Every business wants to stand out from the competition and this way of thinking can also be extended to charities. Be proud of the differences between your organisation and others. For example, do you receive no government funding? Or do you have a service you can offer, which few charities can match? Sing this from the rooftops to your donors and they will respond accordingly.

6. Generate new campaign ideas

You will only have a finite amount of data you can access for your campaigns, so constantly dream up new ways in which you can use it. Are there ways to call certain donors about a specific campaign? Not only will this be another avenue to keep in touch with your supporters, it will also freshen up the process for your fundraising staff.

7. Communication is innovation

It’s always a good idea to make your team members aware of new procedures as and when they occur. Develop a universal handbook, which your staff can easily refer to. By implementing this you will minimise any confusion and ensure that all of your fundraisers are reading from the same page. There’s nothing more frustrating for them than being given one brief from you, then hearing different information from their colleagues.

8. Set clearly defined targets

Your fundraisers always need to have clearly established goals, so they will feel a sense of accomplishment when they reach their targets. Even if they are underperforming, congratulate them when they start moving in the right direction. This is important, as underperformers may not be achieving the required rate but it’s always positive to recognise that they’re at least taking a step up the ladder.

9. Create a conducive working environment.

Ensure that the office is accommodating for your staff. Adequate lighting and good ventilation is paramount, as it will make them more comfortable, happier and thereby bring on greater results. Another good motivational tip for the office layout is having morale-raising pictures on your walls. For example, details of staff achievements or feedback from your donors will help to boost the self-esteem of your staff.

Lee Richards is fundraising team manager at Cerebra

This article first appeared in The Fundraiser magazine, Issue 4, April 2011