"We would never call our supporters at home."

This is a common phrase I have heard countless time from many charities and boards-of-directors, across the country. The perception is that "tele-fundraising" is just a polite way to say "tele-marketing" and calling your supporters at home, to ask for donations, will do nothing except create negative feelings and upset supporters.

The reality is: nothing could be further from the truth.

Many small and large, for profit, companies use the phone to generate leads, drive sales or up-sell current customers. For the most part, in these programs the name of the game is: volume. When you apply the law of averages, if you make enough phone calls and talk to enough people, a percentage will say yes. The key to success is to create a factory designed to churn out tens of thousands of calls at the lowest cost possible. The end result — the annoying calls consumers get at home from pushy or overbearing tele-marketers, who have been trained to talk fast and never take "NO" for an answer. The perception is that this is the only way these programs can be done.

In fundraising, that perception is not correct, in fact a tele-fundraising program should be nothing like that at all.

If executed properly, not only can tele-fundraising develop substantial revenue but it can be an interactive, two-way conversation with a supporter, that helps foster an extended relationship and goodwill. Not only is a "tele-fundraising" call a chance to ask for a donation but it's the perfect opportunity, and essential, to use the call to thank donors for previous gifts and share with them some of the accomplishments that have been thanks to their support. Donors love to hear and talk about the foundation or cause they are passionate about and hearing a live voice, sincerely say, "Thank You" can have a profound impact. It's like a supporter newsletter … that talks back!

In today's competitive fundraising world, using the phone as a source of revenue and stewardship has never been more useful.

In the weeks ahead, this six-part series will explore topics like:

• How tele-fundraising is one of the most effective tools to acquire monthly supporters. Read more.
• How calling lapsed supporters who have not responded to other appeals is profitable and essential.
• Why supporters really don't mind being called at home.
• How to make the most out of a one-2-one conversation with supporters.
• The importance of integrating tele-fundraising into all aspects of an annual appeal.

> Next Issue: CASH COW: How to maximize results when using the phone to convert current supporters to monthly supporters.

Sign up for our free newsletter and learn how to harness the fundraising power of the phone.