It Pays to Say Thank You
LIKE MANY NONPROFITS, in 2008 Teen Challenge New England realized it would run into a budget shortfall. But rather than just simply ramping up the pleas for donations, the Brockton, MA, outlet of the global rehabilitation program decided to pick up the phone and start saying two simple words: thank you.
Oscar Cruz, donor management director, notes that the institution of an admittedly small call center (three reps) was part of an initiative to become more efficient. “For years, we were maintaining donation levels, but we weren’t being proactive.”
TCNE started making sure that when someone gave a donation, there was a 24- to 48-hour turnaround in thanking them. First time donors who gave over $50 got a handwritten letter from a graduate of the program, and those who gave an under $50 first-time gift got a call.
The calls didn’t ask for another gift. Rather, donors were thanked for the first gift and received an offer to pray for any concerns they may have. (TCNE is a nondenominational faith-based group.)
People are often shocked when they get a thank-you call, Cruz says. “Their first response is often, ‘oh, I can’t give’ and it’s kind of hard to stop them when they’re on their way to hanging up the phone.”
The good will generated is immense. One woman was so impressed by receiving a call that she had her son bring in a $600 gift.
And overall, the effort paid off: The number of donations in 2009 was up 22% in comparison to 2008, the number of donors giving was up 82%, the value of individual gifts went up 22%, and total donations went up from $11,000 to $20,000 for the local chapter.
“But it was not just about getting donations, but bringing awareness,” Cruz says. “We wanted to be different and not be just about money. We really are trying to build relationships going forward.”
Of course, some calls are made with revenue in mind. Campaigns can be centered around things like matching grant challenges, for example.
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