Why should universities represent their telethons online?

Since somewhere between 2002-2005 telephone fundraising has been broadly accepted as a fundraising method in Higher Education. Telethons first popped up in the early 1990’s and took a good 10 years to become integral to annual giving in the HE sector.

There is a huge amount of evidence to prove that these campaigns work, and well established consultancies and telephone software providers offer various services.

The recent Telephone Preference Service (TPS) legislation in the UK presents a threat to this cornerstone of the annual giving program. Some universities have had their call list reduced by half due to lack of correct contact permissions. Obviously there are ways to solve these problems, all of which cost time and require investment, but can this obstacle force universities to evaluate, update, advance and integrate their online giving strategy?

This post looks at:

• The problem with poor online representation
• Examples of good uses telethons & online fundraising integration (i.e Giving Days)
• The high level benefits of representing telethons online

Online giving forms are antiquated

It is not good enough to just have outdated donation forms. Donors expect fast, easy ways to contribute; the process should be straightforward rather than time-consuming. A donation form alone does not constitute an online giving strategy. It often represents a poor user experience.

The majority of these forms are not mobile responsive, are difficult to use and a hassle to complete. Mobile internet access has become increasingly significant, with substantial portions of browsing now occurring through smartphones rather than desktop devices.

Telephone campaigns remain effective when executed well and are here to stay. However, they could be considerably more effective if they were integrated with online platforms.

Giving days

Giving Days have arrived in the sector, with forward-thinking advancement teams embracing this approach. Examples include Boston University and Washington State University in the USA.

Giving Days integrate a telephone campaign online while incorporating other annual giving activities. Running a Giving Day requires:

• Planning
• Outreach
• Identification of ambassadors
• Sharing of materials
• Multi-channel launch and ask
• Flawless donor journey
• Social media integration and sharing
• Gift fulfillment and registry
• Tax efficiency
• CRM integration
• Automatic stewardship

All of these should be assisted and provided for by technology that best suits your institution’s needs.

A Giving Day is simply one day in the year where all fundraising activities are focused and represented online. This includes telephone fundraising conducted in an intensive manner.

Moving from an outdated donation form to an integrated multichannel, socially connected Giving Day represents a significant leap. However, there are stepping stones available. Good examples of ongoing fundraising representation exist within the HE sector, and there is no reason this approach could not be applied to telephone campaigns. Integrating a telephone campaign online could enhance both the campaign itself and your online giving options.

The high level benefits of representing telephone campaigns online

Caller engagement, buy-in and departmental involvement

A polished online page featuring video messaging, clear targets, progress bars and statistics serves to motivate callers, keep them aligned with messaging, and foster team unity. This approach is far superior to statistics scribbled on whiteboards or outdated calling technology.

Widen the ask

Telephone campaigns are inherently limited by the number of contacts available. The caller list typically remains unchanged year after year. This approach excludes individuals outside the list who would be willing to donate. By not representing the campaign online, its existence remains relatively unknown.

Pick up lost Alumni/external supporters and widen participation

Online representation can increase overall participation rates, particularly from those outside the traditional campaign scope. This brings new supporters into the alumni network for future years and campaigns. Promotion across social media and other communication channels can reach those outside the call list or those unreachable by telephone.

Missed calls…missed opportunities

What happens to alumni whom callers cannot reach? Typically they receive a telethon sweep letter that may not arrive at the correct address. Given current housing market conditions and typical age demographics for property purchase, the chances of missed alumni receiving these letters are low, resulting in poor engagement.

It should be considered best practice to email missed prospects, directing them to a page aligned with your telephone campaign. This allows supporters to contribute quickly without needing to speak with anyone. If that page can be shared via donor social media accounts, engagement improves further.

By thinking strategically about integrated, digital online giving, institutions can address common annual giving challenges effectively.