{"id":2042,"date":"2021-11-22T14:45:12","date_gmt":"2021-11-22T13:45:12","guid":{"rendered":"https:\/\/www.legacygiving.eu\/?p=2042"},"modified":"2022-02-08T11:39:52","modified_gmt":"2022-02-08T10:39:52","slug":"legacy-fundraising-and-telemarketing-how-to-do-it","status":"publish","type":"post","link":"https:\/\/www.legacygiving.eu\/en\/legacy-fundraising-and-telemarketing-how-to-do-it\/","title":{"rendered":"Legacy fundraising and telemarketing: how to do it"},"content":{"rendered":"
Guest blog:\u00a0 Jeroen Hogenhout – Telephone Fundraising Specialist<\/strong><\/h5>\n

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Since 2009 Jeroen has worked with his company Hogenhout Fundraising Support<\/a> as a specialist in the field of donor communication and telephone fundraising. He initiates and supervises fundraising campaigns and provides communication advice and training. He has also created a podcast series ‘Jeroen ontmoet’<\/a>, in which he talks with colleagues about fundraising and communication. He regularly publishes articles and blogs.\u00a0<\/span><\/p>\n

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Legacy fundraising and telemarketing: how to do it<\/b><\/h3>\n

The telephone is a medium which can help you reach a relatively large number of people, while keeping every conversation personal. If you want to talk to people who might consider including your charity in their will, the telephone is therefore ideal.<\/span><\/p>\n

Outsourcing telemarketing<\/b><\/h5>\n

With excellent preparation, briefing and guidance during the campaign, it is possible to outsource conversations with potential pledgers to an external telemarketing agency. Phone calls with donors or members is a skill, and a few written instructions won’t get you there, but the tips below can help you if you want to initiate a telemarketing campaign on legacies.\u00a0<\/span><\/p>\n

Tip 1 –\u00a0 The right approach<\/span><\/em><\/h5>\n

The most important tip is to think in advance about your approach, your sincere intentions. Potential pledgers are often already loyal donors. These people are the most valuable donors of your organisation. They don\u2019t deserve to be bothered after their already consistent support, especially not in the form of asking for their legacy. Loyal support should be rewarded. The approach should be to provide people with the best possible service and information when they make well-considered and sensitive choices about their legacy, even if that means not including your charity.<\/span><\/p>\n

Tip 2 – Choose a specialized agency<\/span><\/i><\/h5>\n

An agency that exclusively works for non-profits speaks the language of charities. These companies only employ fundraisers, and do not call for commercial assignments like energy or telephone subscriptions. The choice of agency therefore has a major influence on the quality of the conversations. A logical requirement is that the agents calling have life experience. A young student cannot share the same empathy and understanding for the subject as a 65-year-old, who would like to remain active and is still working.<\/span><\/p>\n

Tip 3 – Step by step<\/span><\/i><\/h5>\n

You cannot achieve your objectives with a telemarketing campaign in one conversation. This has to be done step by step:<\/span><\/p>\n