Engage & Retain calls have proven to be a very effective way to reduce regular giving churn and deliver a strong financial return. In this article, we look at some strategies that have been effective.
What channel should I use?
We've found telemarketing to be an effective channel to reduce churn with multiple organisations.
In one experiment, we found SMS and emails did not have a measurable effect. However, this is just one results and does not mean these channels are necessarily always ineffective. While we encourage people to use telemarketing based on our experience, you can test the effectiveness of other methods as well. For instance, if you do not have a telephone number for a regular giver who is at a high risk of churn, you may wish to engage via email, etc.
Scripting: what do I say on an Engage & Retain call?
Your call centre (whether internal or external) will be familiar with this style of program. They key message is that these are thank you calls with no financial ask. Here are some tips for scripting:
- Simple ‘thank you’ messages - make it clear you’re not asking for money
- Acknowledgement of their contribution, tenure, etc - have their record ready to check all this
- Remind them of their connection to cause & why it's important
- Give them an opportunity to provide feedback
- Focus on recent wins, how they helped, and upcoming needs
Remember, you’re calling your most at risk donors. So the team should be ready for a 'save' call. However, feedback from Dataro users is that most people have actually been grateful to receive the call with few cancellations. Therefore, think of this as an opportunity to save high risk donors and not a risk of cancellation. If you do nothing, the data says they will likely cancel!