Charity telemarketing agency harnesses internet leads

by Daniel Farey-Jones, Brand Republic 18-Oct-06, 07:00

LONDON - Fundraising agency The Phone Room has integrated online and telemarketing to develop a new method of recruiting donors called DonorConnect.

The agency has partnered with online affiliate marketing network DGM Affiliates, which provides leads via the web that The Phone Room follows up with calls.

Potential donors are directed from DGM's network of affliliate websites, which include Donation4charity.org and Donateuk.org, to a charity's website or microsite.

Using the DonorConnect system means that people who register their details with the site will within 12 to 48 hours receive a callback from The Phone Room.

Rachel Hunnybun, its business development manager, said: "We would expect to convert 30% of the people we call to monthly direct debits, with the remaining 70% being qualified and profiled for future campaigns."

The arrangement is based on similar operations in Europe and Hunnybun predicts that DonorConnect will give returns on investment of up to 10:1.

Costs to charities will include a set-up charge and the affiliate commission at cost for each registration (between £1.20 and £1.40). Charges will also be made per donor converted to direct debit.

DGM's customers include Greenpeace, Oxfam, BT and the AA.

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