Technology, not methodology in telemarketing

"Solicitation is much less personal today," said Russell G. Weigand, president of Campbell & Company. Telephone programs have replaced volunteers in annual fund campaigns. The five- or ten-minute phone conversations provide less time to develop understanding of the institution's mission and vision, nor can an institution provide the same stewardship by phone that was possible in face-to-face visits, he observed.

Weigand recalled the practice at Berea College in the 70s when each of the institution's donors, regardless of gift size, would receive a personal visit from a representative of the college.

"We see the results [of the changes] in capital campaigns with unprepared constituencies. There is less understanding of the case and fewer volunteers with solicitation experience."

Technology, not methodology

Freyd complained, "In telemarketing, technology is being used too often as a replacement for methodology. It isn't about processing names and doing it as inexpensively as possible. That [approach] doesn't lead to any long-term results. You still need to have cause, case and constituents in your program." The Yale program adapted major-gift techniques to mail and telephone communication. Too few managers take that fundraiser approach today, he said.