The Annual Giving Exchange

I used to think that phonathons would someday become obsolete.

As technology progressed, I worried that the idea of a phonathon program would seem archaic.  As the cost of maintaining land-based phone lines increased, I worried that organizations would look to cheaper marketing channels to solicit donations. And as negative perceptions of telemarketing grew, I worried that phonathons would be seen more as harmful than helpful when building strong donor relationships.

But I’m starting to worry less.

In the past, phonathons served one basic need – acquiring and renewing donors.  Now I’m beginning to view phonathons through a larger lens, one that reveals value beyond just securing gifts and pledges.  Looking to the future, I think phonathons need to be seen as:

• Tools for collecting and updating donor data
• Inexpensive methods of market research (i.e., donor surveys)
• Personal ways to steward donors (i.e., thank you calls)
• Platforms for gathering and engaging volunteers
• Programs that introduce student leaders and student groups to the idea of giving back before they graduate

Recognizing these alternative values is important, but it’s not enough.  We need to spend time talking with our directors and vice presidents about these untapped benefits so that they will measure our program’s success beyond just donors and dollars.  We need to be creative, take risks, and ask for resources when we need them.

If phonathons were a stock, I’d advise you to buy, buy, buy!