Effective fundraising campaigns are a substantial source of income for most non-profits in Australia. According to the Australian Bureau of Statistics, non-profits in Australia raised over 7.2 billion dollars for the 2006-07 year through various fundraising efforts, excluding traditional fundraising sales methods, such as bake sales, thrift stores and similar ventures.

With the rise in popularity of social media, many non-profits are turning to email campaigns, crowd sourced funding and other online fundraising campaigns to seek donations, but fundraising by telephone remains a significant source for potential income. Effective Telephone Fundraising: The Ultimate Guide to Raising More Money by Stephen F. Schatz, CFRE, provides simple steps and helpful advice for non-profits to ensure the success of their telephone fundraising campaigns.

While Schatz’s 259 page book contains a great deal of practical, sage fundraising advice, the focus of the book is the call itself. Culling through all the indispensable information and insider knowledge that Schatz provides in the book, the following are 3 of Schatz’s many steps for effective fundraising by telephone.

The Importance of Asking Permission

The validity of the old saying, “you never get a second chance to make a great first impression,” stands the test of time when it comes to calling prospects on the telephone. One way that many callers make a bad first impression is by not asking the prospect’s permission first to present their fundraising appeal. Callers seeking donations are more likely to be successful when they ask the prospect if they have time to listen, or if there is a better time for them to call back before they present their appeal to the prospect.

Take Time to Make a Personal Connection

In addition to being polite and ensuring that a prospect is ready to listen to and receive your non-profit’s appeal, callers can improve their chance for success by striking up a conversation and making a personal connection with the prospect during the call.

The Power of a Simple Thank You

Everyone wants to feel appreciated. Many prospects may have contributed to your non-profit in the past, and callers can improve their chances at receiving pledges for continued support by showing appreciation for the prospect at the beginning, end and throughout the call. Take the time to thank the prospect for their past support, and give concrete examples of how that prior donation has helped to achieve your non-profit’s goals in the past. Be specific when you explain how a repeat donation can help to achieve your non-profit’s future goals, and how beneficial and critical their continued support remains.