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Khalida Khan
Marketing & Comms
A CharityConnect User Posted 5 years ago
Are you achieving 30% conversion rate on your leads?
A strong follow-up process can increase your chances of converting leads into fundraisers for your charity.
Having worked with lots of different charities over the years I wanted to share some insight which may prove helpful to people on this forum.
You can view a more detailed version of this blog here timeoutdoors, with lots more advice and tips.
Below I’m going to outline a shortened version of a follow-up process, implementing some of these techniques could improve your lead conversion, instantly!
1) Follow up with your lead
Probably the most obvious step and the best place to start. Remember, you’re in the best position to sell your cause.
2) Phone call
You’ll get more out of a 10-minute phone call than you will out of 2-3 weeks of emails, so pick up the phone. 'Tips for a successful telephone campaign'.
3) 24 hours
Time is of the essence! With many people expressing interest in multiple charities, you don’t want to be the second person to call, right? Here World Cancer Research Fund discuss how they achieve 39% conversion rate.
4) Persistence
It can take more than a handful of contacts to convert your lead, so if it doesn’t happen first time round, don’t give up!
5) Build rapport
Understand the reason why they have generated interest in your charity, it may set you apart from the rest.
6) Ask open questions
Don’t be afraid to dig into the detail, you will then know if their goals are attainable.
7) Record information
Note down subtle details (if you have consent of course), as this will prove you’ve been listening!
8) Explain your next steps
After speaking, send a personalised email with more information – show enthusiasm.
9) Support your fundraisers
As much as they require, this could be their first challenge event for a charity. Yorkshire Cancer Research - #donorlove.
10) Personalisation
Good luck messages, and thank you notes tailored to the user will go a long way. fundraiser can't care too much.
By having a follow up process in place your charity will be in the best position to convert leads.
Top tips for your follow up process
There are always subtle ways to improve your follow up process - these could impact straightaway!
1) Voicemail
If you can’t get hold of someone, give them a reason to call you back.
2) Efficiency
Resource can be constrained, so prioritise your efforts with the highest possible ROI.
3) Audience
Understand your audience as much as possible – optimise your best time to reach them.
4) Measurable impact
Discuss how fundraising helps your charity and its beneficiaries. Smile Train set their sponsorship targets based on the amount of corrective surgery they provide for each child.
5) Fundraisers mentality
Building rapport will help you understand what stage the lead is at, allowing you to provide the right information.
6) Channels
If you don’t reach a lead through traditional means, try other routes. Parkinsons UK are a great example and are very well engaged on social media.
7) Training
Each enquiry will be different, ensure your team is prepared to handle a variety of questions.
8) Fundraising targets
Do they have a good supporter network to help them achieve it? Institute of Cancer Research managed to convert a single lead into team of 14 for the London Landmarks Half Marathon, a team of lawyers raising over £12,000.
9) Set high standards
First impressions are vital, there is a clear winner between an automated email 2 weeks later versus a phone call within 24 hours. Hear how Prostate Cancer Research Centre converted 1 out of every 4 leads.
10) Fundraising Targets
Implement a two-step target ensuring you have enough time to replace runners who drop out, like Help For Heroes. 'Fraudulent Charity Runners'.
11) Lead nurturing
Continue to repeat all the important points discussed!
In summary put in the hard work now, nurturing and appreciating your fundraisers will not only you get more sign-ups, you'll retain them too!
If you’ve come this far, I would really appreciate your thoughts and comments.
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