Context and Challenge

In an industry saturated with non-profit organizations where donors are solicited at every turn, it’s proving more and more difficult to maintain past response rates. Organizations are vying for a shrinking donor dollar, and donors are becoming immune to traditional forms of solicitation.

That’s why it’s more important than ever to turn to a multichannel marketing strategy, where a carefully selected mix of media work together to create a strong, unified message—grabbing donors’ attention in unexpected new ways.
One such media channel is voice broadcasting, a flexible communication tool that’s simple, inexpensive, quick to put together, and—most importantly—it works.

Strategy and Execution

Voice broadcasting is delivering a recorded message to donors’ phone number. This message plays when a donor picks up, or is sent directly to the donor’s voice mail. To increase credibility and interest, a well-known spokesperson, organization member, volunteer, or other recognizable figure may record the message, using a warm, engaging tone in order to solicit an emotional reaction from donors and trigger a response.

Most often, voice broadcasting is used to reinforce a traditional mailing, reiterating the case for support with a personal touch. In fact, it tends to encourage donors to pay closer attention to what they’ve received in the mail.

It can also be used to thank donors, provide valuable information, direct donors to a website, extend an invitation, get donors to act in case of emergency, welcome new donors, follow up on a pledge, remind donors of a deadline, and more.

Voice broadcasting is a quick way to reach donors and put an organization top of mind—making it a powerful tool in the communication mix.

Results

In our experience with voice broadcasting, Tactic Direct has tracked a 2% to 5% increase in response rate when used in conjunction with a traditional mailing. We’ve also noted a significant increase in the average gift, virtually guaranteeing the campaign’s projected ROI.

Conclusion

When used at opportune times, voice broadcasting proved to be an effective way to increase response rates and generate additional revenue. In our experience, overuse of this method can quickly backfire, so it is important to determine who will receive what message, and when—ensuring each broadcast makes the donor feel important and moves them to respond in kind.