Institute of Fundraising publishes report on building relationships by phone

The IoF says the telephone can be crucial to building and strengthening relationships with supporters

The Institute of Fundraising has released a free guide to telephone fundraising to help charities develop stronger relationships with supporters.

The 36-page guide, A Good Call: Using the Telephone for Successful Fundraising, supported by the telephone fundraising agency Ethicall, was published today.

The guide is split into two parts. The first offers advice on how fundraisers can have good conversations with supporters; the second explains how fundraisers can prepare for such conversations and how they should handle personal data.

The guide was released alongside a survey of 119 charities which found that 74 per cent of respondents used telephone fundraising and, of those, 85 per cent used it for welcome calls, relationship-building and stewarding.

Although 68 per cent of respondents said they felt confident about the regulatory environment, of those who did not feel confident 57 per cent said their biggest concern was a lack of awareness of the General Data Protection Regulation and the Privacy and Electronic Communications Regulations.

Tamsin Mitchell, business improvement lead at the IoF, said: "Feedback from fundraisers shows that the telephone can be crucial to building and strengthening relationships with supporters. It allows for an individual conversation that can truly enhance a supporter’s experience and is a really important way to say ‘thank you’.

"We hope that A Good Call can help fundraisers reach out to supporters, deliver excellent conversations and nurture long-lasting relationships."

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