If you work in the non-profit sector, you understand how small gestures can make a huge impact.
At Zen, we're always looking for ways to enhance the supporter experience. Our ethos highlights that fundraising is about so much more than securing donations. In fact, it's building meaningful, long-lasting relationships that determine the success of a campaign.
With over 60 years of experience in the industry, we understand that Welcome calls are at the core of this philosophy. These calls hugely enhance the donor journey and create a stronger foundation for long-term support and impact.
The Impact of Welcome Calls
Did you know welcome calls are the second most significant factor in donor retention, just behind age? For donors who receive a full welcome call, retention at 12 months improves by up to 15% compared to those who don't. And for younger donors, the impact is even more pronounced. These calls are, quite simply put, a game-changer.
We've recently increased our welcome call contact rate from 40% to 55% by making small yet effective adjustments. This reflects our dedication to continuous improvement, yes, but we're not stopping there.
In the coming weeks, we'll launch new initiatives inspired by global best practices that have achieved as high as 90% contact rates. It's part of our ongoing commitment to innovation and excellence for our charity partners.
Zen-hancing the Donor Journey
Starting January 2025, we'll take our donor engagement to the next level with "Keep Warm" thank-you calls for active, phone-opted-in donors after their third payment. These calls are designed to:
Celebrate their generosity and remind donors of the impact they're making.
Share stories of the charity's work to provide meaningful updates and help donors see the actual results of their contributions.
Enhance the donor experience by ensuring donors feel appreciated and valued.
This new initiative reinforces our belief that fundraising is not all about financial transactions but about loyal supporters who feel connected to a community with a shared purpose.
Why Welcome Calls Work
Welcome calls are a moment of gratitude. They allow us to thank donors personally, address questions, and reaffirm their decision to give.
They also serve as a crucial quality control measure, helping us ensure that every donor interaction aligns with the highest ethical fundraising standards.
But what makes our welcome calls unique?
Szilvia, our Welcome Call Manager, shares the value of Welcome Calls: "The aim is to make every donor feel seen and appreciated. These calls allow us to personally thank donors and educate them more on the charity's mission.''
From her conversations with donors, Szilvia sees firsthand how impactful these calls can be. Whether dispelling scepticism or reaffirming their decision, Welcome Calls create lasting relationships beyond the initial conversation.
Fundraiser Feedback
One of the most powerful aspects of these calls is the positive feedback we receive from donors about our fundraisers. Many express how much they appreciate the personal touch. One donor shared,
"Jayden was absolutely lovely, polite, respectful, with a great demeanor. He was engaging and a pleasure to talk to, a real credit to our organisation.''
Another feedback Szilvia shared was from a donor who said,
''Nathan was really nice, and despite the bad weather, he kept smiling and seemed genuinely passionate about WWF. His enthusiasm for the cause was evident.''
Our Welcome Call team engages donors in warm, conversational calls about their experiences. Every call is tailored to the donor, ensuring a meaningful and impactful exchange. It's no wonder the welcome call programme is pivotal in consistently improving donor retention and satisfaction.
Looking Ahead: The Zen Way
We're now looking toward 2025 and are excited to see how our new “Keep Warm” calls will drive even greater success for our charity and subcontracting partners.
These calls represent an exciting evolution in donor stewardship, strengthening relationships and delivering measurable results. #TeamZen are ready to create even more meaningful connections and amplify the impact of every donation.
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