Telephone fundraising in the digital age
In today's fast-paced digital world, charities face the challenge of adapting to new technologies and finding innovative ways to meet the increasing demand for their services. With Covid-19 spearheading the surge of technological advancements in society, we can’t forget the damaging effect it had on the charity sector. Research from the Charity Commission showed that 60% of those surveyed saw a loss of income, and a third (32%) said they experienced a shortage of volunteers.
With telephone calls being the cornerstone of charity fundraising for decades, what is the outlook for this method as society becomes increasingly digital as part of this surge of technological advancements? Can the current cloud-based phone systems provide the modern day solutions for the future of telephone fundraising or is it to be eliminated by other fundraising methods?
Cloud-based communication
Cloud-based communication is software that requires no hardware or wiring and simply relies on access to the cloud via the internet to work. Here, it stores data and provides up-to-date information to all users through remote servers, and is often accessed online or in an app.
With a lack of physical hardware to buy and maintain, using cloud-based communication tools means you can eliminate capital costs and enjoy much greater flexibility of use. Rather than being anchored to an office space, cloud-based software can be used anywhere with internet access - which means you’ll find many professionals working on the go today.
According to Blackbaud, more than 90% of charities are already using cloud computing today with half of them using multiple cloud services at one time. This makes cloud-based communication a key consideration for registered charities now and in the future.
As technology continues to advance, cloud-based software is emerging as a game-changer for charities. These platforms can breathe new life into marketing communication for charities, facilitating more efficient and effective outreach efforts - all while collecting vital data through customer relationship management (CRM).
The cloud and telephone fundraising
The rise of digital platforms and social media may spark questions about the efficacy of telephone fundraising today. However, far from being left in the past, it still has a critical role to play in engaging donors and driving volunteer support for charitable causes.
Research from the Institute of Fundraising highlighted that almost half of the supporters of Dogs Trust increased their donations. With more than 98% doing so over the phone. Telephone fundraising offers something that social media does not; something that the Covid-19 pandemic showed us is still of vital importance to us all - genuine, human conversation.
While cold calls have received a bad rap in recent years it’s clear that, in the charity sector at least, telephone fundraising is still a preferred method. But that doesn’t mean it can’t have an upgrade. Voice-over-Internet Protocol (VoIP) phone systems have emerged for organisations like charities which still have a heavy reliance on calls as part of their operations but need more than just a call log to meet their goals.
This cloud-based technology can do everything a traditional office phone can do and so much more. From call-recording to instant transcripts as well as detailed analytics it offers the option to integrate with other systems like Hubspot or Pipedrive for CRM, Office 365, your internet browser and even your accounting software. Information from those vital calls can now be weaved into everything you do as a charity, all in one central place.
It becomes a powerful tool in practice, and can triple efforts to improve efficiency, gain deeper insights and collate metrics that can help to tailor outreach.
PSTN switch-off and charities
As traditional landline services are gradually phased out by 2025, charities must be prepared to adapt now to avoid major disruption. The switch-off will impact phone lines, fax machines, alarm systems and door entry machines - anything running on copper PSTN wiring will no longer work.
A recent survey by National Business Communications revealed that 69.5% of UK businesses still use landlines within their company despite the looming switch-off date. Charities will be in a similar situation. Cloud-based communications are the best alternative and leaving your transition to the last minute is not recommended. By upgrading to systems like VoIP charities can ensure they are future-proof and modernised for the digital age.
The key things to consider when choosing your alternative phone system are:
- Cost - does a cloud-based service offer the same or better costs?
- Upgrade - does it offer you more benefits, therefore providing more value?
- Training - will it help your staff learn and adapt to the new system with minimal disruption?
- Need - does it meet the needs of your charity today and in the future?
Every call made and received counts for a charity, whether it is to increase donations or offer life-saving support. The PSTN switch-off is an opportunity that, if embraced and carefully planned for, can bring great benefits to the charity sector.
Leaping forward
Telephone fundraising isn’t going anywhere anytime soon, but it does need to take a leap into the 21st century and beyond. Digital transformations are happening everywhere and, with the vital work that charities do, too much is riding on it for them to be left behind with outdated technology.
Communication has changed for the charity sector, and this is for the better. Where once telephone calls were the only way, charities now have a wealth of methods to reach their key stakeholders. And while digital innovation may not be a top priority compared to commercial businesses, it is no less important for charities to consider if they are to continue the great work they do for society long into the future.
