New donor campaigns

The client purchases addresses based on defined criteria and Corris contacts these persons by telephone. The agent gives a purposeful presentation of the charity during the phone call and asks directly for a donation. This campaign type mainly acquires new donors who donate via a payment order with reference number. These donors can be upgraded to direct debit donors during a subsequent upgrade or conversion campaign. Addresses for mailings, newsletters, etc. are gained from pledged donations that do not materialise (“Leads”). Like reactivation campaigns, this type of campaign also requires intensive data post-processing.

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Gaining new donors: the ultimate discipline

Each year, every NPO loses a certain number of donors. Losses are won back through reactivation campaigns or made up for through new donor campaigns. Gaining new donors is one of the most ambitious call-centre campaigns. Agents need to quickly convince new donors without being pushy. The selection of addresses (target groups) and the preparation of agents (training and coaching activities) are two important issues that contribute to the success of a new donor campaign.

What speaks in favour of such a campaign

Addresses selected by relevant criteria
Clearly defined objectives (time period, number of pledges)
Defined follow-up process for pledges
Regulated process for handling leads
Realistic calculation of the costs/benefits of gaining a new donor

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