The telephone has long been a key channel for fundraising and supporter stewardship. But during the coronavirus pandemic, when the nation was homebound, the phone became even more fundamental.
The telephone gave charities the chance to connect with people on a one-to-one basis when so many were craving genuine and meaningful human interaction; an opportunity to demonstrate how valued supporters really are and to create a sense of community and belonging. In a survey of 50 fundraisers at the end of 2021, two thirds said they expect to increase their use of the phone for supporter stewardship over the coming year, and just over half anticipated growing their use of the channel for development and acquisition.
The ability for a fundraiser to have a one-to-one conversation with a supporter is one of the most powerful and meaningful ways of developing relationships and bringing people close to a charity’s cause. During the course of the pandemic, telephone fundraising really proved its ongoing value: when people were locked down and distant from their everyday lives the telephone enabled connections and an absolutely vital means of communication for charities to inspire donations and support, as well as the opportunity for great supporter care.
Katie Docherty, CEO, Chartered Institute of Fundraising
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A Good Call: Using the Telephone for fundraising and supporter care
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