As a non-profit or NGO, you'll understand how a simple gesture of gratitude can impact donor relationships. Targeted thank-you calls can make a huge difference in long-term commitment from donors.
And it makes sense; donors who contribute to causes they care about deserve acknowledgement and appreciation.
In fact, according to Dataro, thanked donors are 2.5% more likely to continue their donations.
When we people are acknowledged for their efforts, they feel uplifted and motivated to carry on with them.
We just called to say...thank you.
We refer to welcome calls as thank-you calls. These impactful connections prioritise the donor experience, reminding them that their support makes a difference.
This gratitude is a gateway to solidifying the connection to the charity and affirming their choices to give back and make a difference.
We sat down with Binda and Leesa, our warm, Welcome Callers and Team Zen-bers for two and four years. Read on to uncover the layers that make these calls so impactful.
Welcome call warmth
Binda and Leesa highlighted welcome calls' vital role in a donor's journey. Here, a donor's choice to contribute is reaffirmed, and any scepticism is gently dispelled by the gratitude expressed on the call.
"It's about making them feel seen, heard, and valued," Leesa shares, highlighting how these calls turn initial uncertainty into joyful assurance.
From doubt to donation
Both Binda and Leesa recall experiences where a welcome call became a turning point for donors. Occasionally, the call can cement that the sign-up was not a fix or a faux.
They are also a chance to champion the cause, as street or private site sign-ups can sometimes feel rushed (people on their way to lunch or back from work.) Thank-you calls can re-inspire and educate the donor about our charity partners' impact through inspiring stories.
Connecting deeper with charity supporters
Leesa and Binda recount experiences with empathetic smiles. The thank you call lets them connect with the donor more deeply. While on-site, our fundraising practice inspires and empowers individuals to connect with a cause, while the thank-you call spotlights the donor.
Because of the kind, warm and inspiring tone of callers like Leesa and Binda, donors really open up with their 'why.'
Binda shares a story about a man inspired to make a regular contribution to Young Lives Vs Cancer in memory of a friend he lost to cancer.
The donor recounted the knock at his door from a fundraiser as a sign. He always felt he wasn't doing enough after losing his friend and had never felt so sure about his decision to give back.
Another donor had stated on the phone ''I never stop for anyone!'' However, the individual was so inspired by his conversation with our face-to-face fundraiser for SOS Children's Villages. ''I hadn't heard of them before,'' but once he understood the cause and the impact, he doubled his donation. Mission to raise awareness and recognition of SOS in the UK? Complete.
Leesa recalls a heart-touching encounter with a remarkable woman who, despite undergoing chemotherapy, expressed a desire to contribute to the world around her. With uncompromising kindness, she told Leesa, "I just want to give," and established a regular donation to Myton Hospices. Her selfless act amidst personal adversity is a profound reminder of the strength and generosity of the human spirit.
These stories testify to the profound impact of genuine engagement and empathy.
How do Binda and Leesa ensure each call feels personal and heartfelt? The secret lies in unscripted conversations and empathetic listening. The exchange of lived experiences. "Empathy is not just understood; it's felt," Leesa explains. Rapport is built by engaging people in a relatable and conversational way.
Fundraiser feedback
Feedback from welcome calls often reflects a positive interaction with the fundraiser and an appreciation for the personal acknowledgement of their contribution. It reinforces the significance of their support and its tangible impact, further deepening their connection to the cause.
It's also a great opportunity to learn how our fundraisers are doing. A positive welcome call reinforces that our street, private site and door-to-door fundraisers are doing things The Zen Way.
Navigating challenges
Challenges like getting donors to pick up the call are met with patience and persistence. As the prevalence of nuisance calling increases, data from Hiya indicates that 94% of unidentified calls went unanswered in 2020, and 85% of respondents indicated they are concerned that unidentified calls might be fraudulent (i.e., spam or scam.) But even when faced with scepticism or a bad day, a heartfelt thank you call can turn the tide, reinforcing the donor's decision and the legitimacy of their support.
At Zen Fundraising, welcome calls are not just part of the process but an act of gratitude, connection, and impact. They are a crucial touchpoint that celebrates the donor's generosity and conveys the importance of their contribution.
A shared vision
In the world of fundraising, where every interaction counts, the welcome calls guide both caller and contributor towards deeper connections and shared visions for a better world.
Immediate acknowledgement of a donation through a welcome call educates and enlightens donors about the charity's work and impact. Sharing specific achievements or statistics helps donors visualise the difference their support makes, enhancing their perception of the charity.
Thank you to Leesa and Binda for sharing your Zen-tastic insights with us. Keep spreading the joy of giving.
If you're ready for your next campaign for door-to-door, private site or tele-fundraising, contact us today.
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