Telephone fundraising in the digital age: Mapping charities’ future

Despite the emergence of various new communication technologies like messaging and Zoom, telephone fundraising remains a crucial means of communication that is gradually being overlooked

The telephone continues to fulfil critical functions such as sales, customer service, internal communications, and particularly for non-profit organisations’ fundraising efforts. 

Fundraising is the core of non-profit organisations that allows them to continue their vital work in society. By having a more human approach to fundraising, the telephone helps to build that all-important connection linking potential supporters, donors and volunteers to the cause.

Yet the ongoing cost of living crisis and the increasing demand for their services is hitting charities hard and forcing many to innovate.

With the emergence of newer technologies, does telephone fundraising still have a place in the digital future for this sector?

Is telephone fundraising still relevant?

With the rise of COVID-19 in 2020, telephone fundraising experienced a significant boost, with fundraising agencies reporting an increase in engagement from callers who suddenly had the time and willingness to talk on the phone during lockdown. 

Although many have returned to their pre-pandemic work settings, telephone fundraising remains integral to the work of charities and non-profits. From boosting donations to recruiting volunteers, the traditional telephone call is unlikely to be replaced by the modern communication methods of today – though it could benefit from an upgrade.

In a survey by Chartered Institute of Fundraising, two-thirds of fundraisers said they expect to increase their phone use for supporter stewardship over the coming year, and just over half anticipated growing their use of the channel for development and acquisition. So yes, it is still relevant, but there are other methods of outreach for organisations to consider. Telephone fundraising must move with the times to continue to be as useful and efficient for charities as it has been. 

Taking telephone fundraising to The Cloud

Technology has come a long way since charities and non-profits first began picking up the phone for fundraising, and today’s world offers many new opportunities for communication. Most notably, the Cloud. Cloud-based communication is software that requires no hardware or wiring and 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. 

Organisations can look to cloud-based tools to future-proof their operations without letting go of that tried and tested method, telephone fundraising. Voice over Internet Protocol (VoIP) phone systems are Cloud-based and are revolutionising offices worldwide, surging in popularity during the rise of remote working. These phone systems can offer everything a traditional office phone can do and so much more. 

Cloud-based communication tools offer far greater flexibility than traditional hardware of old, with the ability to work from anywhere with an internet connection. Additionally, this software offers call recording, instant transcripts, detailed analytics, and the ability to integrate with other systems such as Hubspot, Pipedrive for CRM, Office 365, internet browsers, and accounting software. Information from those vital calls can now be weaved into everything you do as a charity in one central place.

Isolation Help Bexley (IHB) was a group of volunteers in London who formed in response to the COVID-19 Pandemic to support the elderly and vulnerable of Bexley, particularly those with no digital footprint, who would face significant challenges during the isolation period.

IHB was a small charity group that relied solely on dedicated volunteers. Still, they needed a phone system that would allow them the flexibility to work on the go and create just one helpline for all their volunteers to use to avoid missing important calls for help. CircleLoop’s VoIP phone system did just that for them, and the charity maintained over 800 volunteers helping hundreds of elderly and vulnerable people.

How the PSTN switch-off will affect the charity sector

As traditional landline services are gradually phased out by 2025, it is even more important that charities look to upgrade their phone systems. 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. Cloud-based communication tools, like VoIP phones, are the best alternative to hardware, but it’s crucial to leave your transition early enough. Organisations of all sizes will risk major disruption to their work if they have not fully switched over from traditional hardware.

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, providing more value?
• Training
  • Will it help your staff learn and adapt to the new system with minimal disruption?
• Need
  • Does it meet your charity’s needs today and in the future?

Every call made and received counts for a charity, whether that is to increase donations or offer life-saving support. The PSTN switch-off is an opportunity that can bring great benefits to the charity sector if embraced and carefully planned for.

The future of telephone fundraising

Telephone fundraising is here to stay, but a little upgrade couldn’t hurt! Digital transformation is happening everywhere, and non-profit work is too important to be left operating on outdated technology.

 Where once telephone calls were the only way, charities now have many methods to reach their key stakeholders. 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.

This piece was written and provided by Damian Hanson, Co-Founder & Director of CircleLoop