Caveat emptor: Do not violate or abuse any applicable cold-call laws.
There are two ways to make cold calls. First, there’s the shotgun approach: If you have a ton of outreach money or a ton of volunteers, you can buy a huge list of names and start calling or emailing away. You already know that a three-percent conversion rate is worthwhile. You’re not afraid of having mass emails junked as spam before they even reach their targets. This, however, is not likely to be you. You have little time, little resources, and little patience. Your calls need to be to select individuals with some known disposition to your mission or your community. These should be prospects capable of larger contributions. You need to be a marksman.
| | » | The key to making a successful cold call, is to heat it up –learn more about the person you are calling. (There should be a compelling reason you’ve chosen the prospect in the first place.) Is she someone’s colleague, is he on another board? Are they on the donors list of another organization’s event or website? Try to figure out what motivates the prospect to give. If at all possible, get an introduction from someone you mutually know. |
| » | If you need to, practice your ask 'script' on people you know, get it right beforehand. Can you state your mission in one breath and still leave them breathless? Can you connect them to the organization without using verbal handcuffs? Can you talk with them about anything they are likely to ask? Are you ready to make a specific ask? Are you ready to send them more information? Prepare for a real conversation not a monologue! |
| » | The first 'no' does not have to be the last word. Ask them if they would like to receive your program schedule. Get the necessary additional information. Tell them about your next event and invite them, maybe put them on a 'comp' list – make them feel valuable to your organization. |